The Preference and Prospects of Sugar Needs in Micro, Small and Medium Enterprise Industries of Food and Beverage in Surabaya City

This purpose of this research is to learn about the preference and prospect of need for granulated sugar to the MSME (Micro, Small, and Medium Enterprises) industries of food and beverage in Surabaya City. A qualitative research type was used in this research. The subjects in this research are three informants, which are the MSME Industries of Food and Beverage; and one informant which is an active sugar producer. The analytic techniques used is this qualitative analysis are data reduction, display, and conclusion drawing/verification. The result of this research shows that the attribute of taste preference became the most important factor for consumers in buying sugar products with points in the amount of 20. Then the second most important preference attribute is health, with 19 points. Then followed price as third most important attribute with 17 points. The physical looks attribute is placed in fourth most important with 15 points. Texture also earned eight points as the fifth most important. And aroma as sixth most important with seven points. The conclusion of this research is that the most important attributes in influencing consumer preferences of MSME Industries of Food and Beverage in choosing sugar products are: sweet tastes, healthiness (natural sugar material), the prices appropriate to its product quality, physical performance such as colour and the brand of sugar, the texture of the sugar which shapes as soft granules, and neutral sugar aromas