ANALISIS PERILAKU PENGECER DALAM MENENTUKAN PEMBELIAN SUSU BUBUK BENDERA Dl WILAYAH BOGOR DAN DEPOK

Hulu, Lidaaro (2004) ANALISIS PERILAKU PENGECER DALAM MENENTUKAN PEMBELIAN SUSU BUBUK BENDERA Dl WILAYAH BOGOR DAN DEPOK. Masters thesis, Institut Pertanian Bogor.

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Official URL: http://elibrary.mb.ipb.ac.id

Abstract

Understanding of retailed' purchase behaviors is very. important as those behaviors decide whether the retailed will purchase Susu Bendera or other brands. The purchase decision is quite complex as many reason to purchase a product and many product/brands being offered. The purpose of this study is to understand attributes that influence retailers' decision on purchasing 'Susu Bendera' Milk Powder. Main competitor 'Susu Bendera' Milk Powder 'Dancow' Milk Powder. The problem is retailers' numeric distribution of 'Susu Bendera' Milk Powder is lower than 'Dancow' Milk Powder on 2002. Analysis of retailed' purchase behavior is key factor lo increase sales to retailers. Result of this study show that sales volume, sales promotion and salesmen visit are the main attributes on influencing retailers' purchase decision of 'Susu Bendera' Milk Powder. Using conjoint analysis provide clear picture of comparing to attributes. The first attribute, sales volume shows that retailers prefer fast moving products than high margin The second attribute, sales promotion shelves that retailers prefer discount than giR. The third attribute, salesmen visit shows that retailers prefer 4 times/month than 2 times/month.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Susu Bubuk, Susu Bendera, Manajemen Pemasaran, Perilaku Pengecer, Regresi, Konjoin.
Subjects: Manajemen Pemasaran
Depositing User: Staff-3 Perpustakaan
Date Deposited: 10 Jan 2012 09:01
Last Modified: 10 Jan 2012 09:01
URI: http://repository.sb.ipb.ac.id/id/eprint/1102

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