SlKAP DAN PERSEPSI KONSUMEN TERHADAP ATRIBUT OBAT ANTI MABUK DAN IMPLIKASINYA PADA STRATEGI PEMASARAN PT. PHAPROS

Krisdjoko, Desiany (2002) SlKAP DAN PERSEPSI KONSUMEN TERHADAP ATRIBUT OBAT ANTI MABUK DAN IMPLIKASINYA PADA STRATEGI PEMASARAN PT. PHAPROS. Masters thesis, Manajemen dan Bisnis Institut Pertanian Bogor.

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

Abstract

The purpose of this study was to comprehend consumers' attitude toward rnotion sickness pharmaceutical product, to idenfiy which product attributes concern consumers most and to formulize marketing strategy for PT Phapros. The data were collected from 60 purposive consumers in Kampung Rambutan and Pulogadung Bus Stations. Multiatribut Fishbein and B-plot were used to analyze the data. The result of the study revealed that availability and product effectiveness are attributes constumers most consider. Specifically, Antimo is excellent in availability. effectiveness and practical packaging, however less in comrnunicating the product to consumers, price, additional benefit, attractive packaging and taste. In regards to Antimo's attribute, the result suggested that PT Phapros should to create an attractive packaging, add supplementary benefit, strengten distributiorr network and price leadership. In relatior to customers PT Phapros should enlarge its market segmentation, create positioning statement that familiar, easy to understand and remember; and contionuosly communicate Antimo costumenrs througlt advertising as a remainder and education tool.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Obat Anti Mabuk, PT.Phapros, Antimo, Manajemen Pemasaran, Bauran Pemasaran, Perilaku Konsumen, Atribut Produk, Multiatribut Fishbein, B-Plot, Jakarta, Survey Konsumen
Subjects: Manajemen Pemasaran
Depositing User: Staff-3 Perpustakaan
Date Deposited: 28 Dec 2011 06:31
Last Modified: 28 Dec 2011 06:31
URI: http://repository.sb.ipb.ac.id/id/eprint/359

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