| Summary: | This research aimed (1) to know consumer preferences of wheat-based foods and (2) to determine whether there is a relationship between the level of education, gender, and age of the consumer preference towards processed wheat-based foods. The study was conducted in Sleman and Yogyakarta in June 2013. Number of respondents by 60 consumers selected by accidental sampling method. Data was analyzed by Friedman analysis and chi-square test as well as contingency coefficient to measure the degree of relationship between preference by level of education, gender and age. The analysis shows that there are differences in consumer preferences toward four types of processed wheat-based foods with the highest order of preference is instant noodles, followed by bread, pasta, and cereal. Consumer preference based on level of the attribute importance are the easiness to attain, way of serving, branding, packaging, and flavor. Results of studies using chi-square analysis showed that there was no relationship between the level of education, gender, and age of the consumer preference towards processed wheat-based foods in Special Region of Yogyakarta .
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