Niche marketing identification of madura local corn marning

Madura is one of region in Indonesia that has the potential as a national food barn in East Java with its corn production. Corn has the potential to be developed into derivative products with more added value and longer chains, such as for Food, Feed, Fuel, and Fertilizer (4F) in all its parts. Madura local corn has been widely used as animal feed and corn rice for consumption. However, this condition does not provide a greater value in the national corn market. Although the availability of Madura local corn production is quite large. Based on the results of the identification of the local Madura corn market, it was found that a processed corn product known as Madura local corn marning. Marning is a snack made from dried corn kernels that are fried in hot oil. This condition provides an opportunity for the development of Madura local corn into snack products, so it is important to know the attributes that are important to consumers in consuming marning of Madura local corn. The method of determining the sample used in this study was purposive sampling based on the spontaneity factor. Data analysis used descriptive qualitative analysis and fishbein analysis. The results showed that the attribute level of trust (bi) the most important by consumers are taste and price, while the attributes that are considered important based on the evaluation value (ei) are packaging labels. The attitude towards marning corn is considered quite good by consumers. At the stage of purchasing decisions for corn marning, information is obtained that consumers make purchasing decisions that are in line with the attributes that have been chosen by consumers.