ANALISIS PERSEPSI DAN PERILAKU KONSUMEN TERHADAP PRODUK SAMBAL BOTOL MERK DUA BELIBIS

Muljawan, Djundjun (2002) ANALISIS PERSEPSI DAN PERILAKU KONSUMEN TERHADAP PRODUK SAMBAL BOTOL MERK DUA BELIBIS. 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 is lo analyse consumer perception, consumer behiour and trying to analyse competition of Dua Belibis chili sauce bottle with ABC and Indofood chili sauce bottle. The data were collected front 90 respondents who consumed bottle sauce. Descriptive analysis, the ideal- point model, cross tabulation and chi-square method were used lo analysis data. The result of ihe study showed that almost all respondents know the existence of bottle sauce from seeing by themselves in supermarket. From ten product atiributes that has been analysed; easy to obtain, price, composition and expired date are the most important attributes according to respondent point of view. Marketing Strategy Recommended from this analysis is to diflerentiate from its product, such as Original, Seafood, Oyster Sauce etc ; to maximise productivily so that Dua Belibis will be in almost every shop/market where the competitor is; to extend this market size; to redesign its label to become more attractive and eye-catching for its customer; to the product more aggressively by using simple promotion strategy like personal selling, food exhibition, etc. '

Item Type: Thesis (Masters)
Uncontrolled Keywords: Samba1 Botol, UD. Padma Sari, Manajemen Pemasaran, Persepsi & Perilaku Konsumen, Analisis Deskriptif, Analisis Multi Atribut Angka Ideal, Tabulasi Silang, Chi-Square, DKl Jakarta, Primer, 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/362

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