WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 13, 2016
Factors Affecting the Preferences of Agribusiness Actors of Aren Sugar toward Marketing Risk
Authors: Weka Gusmiarty Abdullah, Usman Rianse, Raden Marsuki Iswandi, Sitti Aida Adha Taridala, Lukman Yunus, Ine Fausayana, M. Arief Dirgantoro, Ilma Sarimustaqiyma Rianse, Hartina Batoa, Weka Widayati
Abstract: Everyone has different preferences in addressing risk. Different types of risk preferences can lead to different treatment given to a person who would be facilitated optimizing its ability to manage risk. The purpose of this study was to determine the factors affecting the preferences of agribusiness actors of aren sugar in particular brokers and retailers toward marketing risk. Multiple linear regression was used in this study. The result of this study showed that risk preferences of aren sugar brokers was affected by the variation of length of business and revenue, negatively where the revenue as the dominant factor, while the risk lover preferences of aren sugar retailers was affected by the revenue only, negatively. The implication of this study is the importance of risk preferences serve as the basis for consideration of policy making about the empowerment of aren sugar agribusiness actors.
Keywords: preference, risk lover, risk neutral, marketing risk, broker, retailer, aren sugar
Pages: 408-413WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 13, 2016, Art. #37