. Adiyoga, W., T. Setyowati, M. Ameriana, and Nurmalinda. 2009. Consumer Behavior on Tangerinein Three Big-Cities in Indonesia. This study was aimed to obtain understandings with regard to consumer behaviortoward both local tangerine and imported tangerine. Consumer surveys were carried out in 3 big cities in Indonesia(Jakarta-DKI Jaya, Bandung-West Java, and Padang-West Sumatera) from June to September 2006. Respondents ofthese surveys were 339 household-moms who were randomly selected. Descriptive statistics, conjoint analysis, andcluster analysis were used for data elaboration. The results showed that there was a quite high consumption frequency(1-2 times a week) indicated by 53.7% respondents. Most respondents (61.3%) also expect an increasing tangerineconsumption trend of 25-75% in the next 5 years. A priori segmentation on the basis of demographic variablesindicated that the market development of tangerine was more toward market segment that has characteristics suchas: 30-39 years old, higher than high school education, employed household-mom, 3-4 persons family member, 1-2persons adult family member, 1-2 persons of ≤ 5 years old family member, and total expenditure of Rp. 2,500,001.00-Rp. 5,000,000.00/month. Taste was perceived as the most important attribute (1st rank) while price was consideredthe least important (8th rank). A priori segementation on the basis of consumer preference has identified an idealtangerine that has characteristics such as: sweet taste, high fiber, high water content, and price of Rp. 4,000.00-Rp.6,999.00/kg. This consumer segment considers water content as the most important factor (49.52%) contributes tothe preference, and subsequently followed by taste (23.32%), price (16.15%), and fruit fiber (11.01%). In general,consumers provide more positive opinions regarding some attributes of imported tangerine as compared to thoseof local tangerine. Consumers tend to perceive import label as one of the product attributes that represents quality,dependability, and reliability, especially when available information and promotion efforts of local tangerine wererelatively limited. This result implies that the increasing import of tangerine was not only driven by foreign marketintervention and market access (trade policy), but also by consumer demand.