ANALISIS PERILAKU KONSUMEN TERHADAP ATRIBUT PRODUIC MI INSTAN DAN KAITAN STRATEGI PEMASARANNYA

Maruhun, Tigor (2001) ANALISIS PERILAKU KONSUMEN TERHADAP ATRIBUT PRODUIC MI INSTAN DAN KAITAN STRATEGI PEMASARANNYA. Masters thesis, Institut Pertanian Bogor.

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

Abstract

The study was purposed for (a) identrfying consumer characteristic and consumption preferences toward NISSINMI instant noodles and the competitors, and also the reason for consuming instant noodles;(b) identrfying the relation of NISSINMI consumer characteristic with consumption pattern of instan noodle consumer;(c) analyzing consumer prefernces toward instan noodle atributes and also identrfying instant noodle brand awareness;(d) formulating marketing strategy of NISSINMI instan noodle. Survey method with face to face interview supported with questionaire was used in this study Cross tabulation and Fishbein multi atribute analysis was used in order to know about consumer characteristic and preferences toward instant noodle atributes. The result of this study showed that the characteristic of instant noodle respondents were as fillows: age between 20-29 years old, & male, high school last education background, work as private employee, having 4-6 family members, having maximum Rp. 500.000 monthly expense for food, having maximum Rp. 500.000 expense for others exclude food, having an uncertainly pattern for purchuse quantity, purchase period and comsumption time. The reason for consuming instant noodles were as an additional meal while hungry (36.60%), as substitution for rice (20.85%), as substitution for breakfast (15.74%), to eat with rice (14.89%), its practical function (8.09%), as snack (2.55%), as gift (0.85%) and as vegetarian food (0.43%). Fishbein multi airibute analysis showed that the most important attribute in instant noodle was the taste variance (1.444), following with additional nutrition content (1.430), price (1.333), the ease of cooking (1.289), cooking time (1.207), noodle weight (1.200) and its packaging (0.681)

Item Type: Thesis (Masters)
Uncontrolled Keywords: Mi instan, atribut produk karakteristik responden, analisis multi atribut Fishbein, strategi pemasaran
Subjects: Manajemen Pemasaran
Depositing User: Staff-3 Perpustakaan
Date Deposited: 28 Dec 2011 06:37
Last Modified: 28 Dec 2011 06:37
URI: http://repository.sb.ipb.ac.id/id/eprint/407

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