Persepsi konsumen terhadap suplemen beras pt. bina tani nusantara merek raos dan implikasinya pada bauran pemasaran

Harmen, Melly (2002) Persepsi konsumen terhadap suplemen beras pt. bina tani nusantara merek raos dan implikasinya pada bauran pemasaran. Masters thesis, IPB.

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

Abstract

The aimes of this research are to analyze consumer perception on product atributes of rice suplement Raos brand, to analyze the outstanding and the weaknessess of this product and to conceive a concept of marketing mix for the product based on consumer perception. Research conducted in order to evaluate consumer erception due to the newness of product and according to Kotler (1997), a competitive company is a company that could give satisfaction to their customer. Tools that used to obtain the objectives are Fishbein's attitude-toward- object model that evaluate seven product atributes, Price sensitivity meter, chisquare and cross tabulation. Segmentation made on four demographic variables (marital, status, job, educational background and monthly consumption expenditure) and targetting on married onsumer, house wife, junior high school alumna which had monthly consumption expenditure less than Rp. 500.000,-. Positioning can be made from outstanding atributes. Marketing mix alternatives obiained from this reseach are improvement on product, promotion increasing, widen distribution and adjusting price to target market. Those recommendation needs evaluations for each step and recommendation may need change when the evaluation result differ than market condition predicted

Item Type: Thesis (Masters)
Subjects: Manajemen Strategi
Divisions: Sekolah Bisnis > Perpustakaan
Depositing User: Staff-2 Perpustakaan
Date Deposited: 14 Feb 2012 11:55
Last Modified: 25 Aug 2016 05:33
URI: http://repository.sb.ipb.ac.id/id/eprint/1349

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