Consumer Preferences and Quality Perception of Imported and Domestic Apple in Surabaya

Domestic fruits are one of Indonesian’s top commodities, but unfortunately they are threatened by imported fruits, including apple. This research aims to know the consumers’ preference and perception of imported and domestic apple. The location of this research is Surabaya where 200 housewives are chosen as sample. Data points out 85 respondent prefer imported apple compare to domestic apple. The result of this research shows there are different from quality perceptions in size, color, appearance, aroma, cleanness, crispness, taste, and hygiene between consumers who prefer imported and domestic apple. However, juiciness has the same quality perception between both of them. Finally, factor analysis indicates there are three groups of quality perception based on high-income consumers who prefer to purchase domestic fruits.