<p class=\"MsoNormal\" style=\"margin: 3.6pt 0.6pt 2.4pt; text-align: justify; text-indent: 35.4pt;\"><span style=\"font-size: 12.0pt; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-fareast-language: IN;\">Indonesia is the sixth largest mango-producing country with a production that totals to 3.5% of the world&rsquo;s current mango production, indicating that its mango production has a huge commercial prospect in the future. The main problem in marketing gedong gincu mango is the lack of quality guarantee that causes consumers to be reluctantly to pay premium prices. If consumers knew exactly where the mangos come from and could be sure of its quality, they would be willing to pay the higher price. This requires an original label brand, and would encourage consumers to pay premium prices and enable farmers to make greater profits. </span></p>
<p class=\"MsoNormal\" style=\"margin: 3.6pt 0.6pt 2.4pt; text-align: justify; text-indent: 35.4pt;\"><span style=\"font-size: 12.0pt; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-fareast-language: IN;\">&nbsp;The survey was aimed to find out &nbsp;how consumer response if origin labeling exist in Mango Gedong Gincu, how consumers change in buying behavior from impor fruit to mango that has origin labeling, what domonant factors of cluster consumers believing that origin labeling assures them of quality and&nbsp; food safety and which groups of consumers were willing to pay more and what consumers thought about profit and loss with regard to labeling.&nbsp; The research was conducted from June to September 2013 and data will be analyzed by discriminant analysis.</span></p>
<p class=\"MsoNormal\" style=\"margin-top: 3.6pt; margin-right: .6pt; margin-bottom: 2.4pt; margin-left: .6pt; text-align: justify; text-indent: 35.4pt;\"><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-fareast-language: IN;\">This research find out&nbsp; that&nbsp; 60 % c</span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-ansi-language: EN-US; mso-fareast-language: IN; mso-bidi-font-weight: bold;\" lang=\"EN-US\">onsumer</span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-fareast-language: IN; mso-bidi-font-weight: bold;\">s </span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-ansi-language: EN-US; mso-fareast-language: IN; mso-bidi-font-weight: bold;\">&nbsp;</span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-fareast-language: IN; mso-bidi-font-weight: bold;\">r</span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-ansi-language: EN-US; mso-fareast-language: IN; mso-bidi-font-weight: bold;\" lang=\"EN-US\">esponse</span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-fareast-language: IN; mso-bidi-font-weight: bold;\"> is quality and 74 % is save for consumption</span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-ansi-language: EN-US; mso-fareast-language: IN; mso-bidi-font-weight: bold;\" lang=\"EN-US\"> if Origin Label </span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-fareast-language: IN; mso-bidi-font-weight: bold;\">exist&nbsp; in m</span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-ansi-language: EN-US; mso-fareast-language: IN; mso-bidi-font-weight: bold;\" lang=\"EN-US\">ango</span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-fareast-language: IN; mso-bidi-font-weight: bold;\">; the consumption change from Import&nbsp; fruit to local fruit in variour income, dominant of cluster consumers believing that origin label assure them of quality and food safety are income and education,</span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-bidi-font-weight: bold;\">WTP Consumer more than 40 % are </span><span style=\"font-size: 12.0pt; line-height: 115%; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-fareast-language: IN; mso-bidi-font-weight: bold;\">&nbsp;Consumer age &gt; 44 years </span></p>
<p class=\"MsoNormal\" style=\"margin-bottom: 0.0001pt;\"><span style=\"font-size: 12.0pt; font-family: \'Times New Roman\',\'serif\'; mso-fareast-font-family: \'Times New Roman\'; mso-fareast-language: IN;\">&nbsp;</span></p>
<p class=\"MsoNormal\" style=\"margin-bottom: 0.0001pt;\">Keywords : Product development, discriminant analysis, Origin region labelling, Willingness&nbsp;to pay</p>
 
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