Analysis on Consumer Demand Friction of local and Import Offal of Cattle in Traditional Market of Makassar City

This study aims to determine the friction in demand trends and the factors that cause a friction in consumer demand for local and import offal-good ex-Australia in the traditional markets of Makassar. Purposes of this research is for information and reference for our stakeholders on demand of local and import offal-good ex-Australia in the traditional markets of Makassar.The results of this study indicate that factors that cause a friction in demand for local and import offal-good ex-Australia are: product quality, affordability, accessibility and just try. Selection of local offal-good generally caused by factors of product quality (30.00%). While the types of import offal-good ex-Australia is commonly caused by the affordability of the price (39.00%). The trend friction in consumer demand switching from local offal-good type to import offal-good ex- Australia type can be seen from the degree of acquisition and loss. The results showed that the types of Local Offal-Good decreased from 47% to 42.33%. While the types of Import Offal-Good ex-Australia have increased from 53% to 57.33%. From these findings to forecast trends Import Offal-Good ex-Australia will dominate market share Offal-Good in the Traditional Market of Makassar