IDENTIFIKASI SEGMENTASI DAN ANALISIS PERILAKU PENGGUNAAN KARTU KREDIT CITIBANK, BANK "X" DAN BCA

Cahyo, Anggoro Eko (2002) IDENTIFIKASI SEGMENTASI DAN ANALISIS PERILAKU PENGGUNAAN KARTU KREDIT CITIBANK, BANK "X" DAN BCA. Masters thesis, Insitut Pertanian Bogor.

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

Abstract

The purpose of this research is to identify who are actualy the cardholder of bank "X" credit card compare, to Citibank and BCA, bank "X" hope to identify and understand what are the needs of its cardholder. This research also intended to analyse the interelation between demographic profile and psicographic which card usage habit which in the end will determine the marketing strategy of credit card for bank "X". research methodology used is survey method, which utilize survey result which was conducted independently by bank "X" on 2001. Obviously fro the research result, we can see that the customer segment of cardholder for the three banks are relatively similar, eventhough there are some different variabels, like occupations, average monthly expenses. Also some of the psycographic profile which tend to the safetiness and low risk involvement. Whereas in usage behaviour, it is obvious that places where credit card is used, most often is supermarket with variably monthly frequency. The sugested marketing strategy would consider some of variables that are considered relatively different. Based on the analysis, it is recommended conduct 2 major activities, that is to sustain the current cardholder and at the same time try to attrack new cutomer by creating with supermarket and departmen store. This join promo can offer an exclusive benefit, creating family holiday package, more exciting product in catalogue, conducting a loyalty program, auto debiffacility and credit shopping. In order to attrac new cardholder by approaching in with functional benefit which emphasize on low interest rate, service excellent features also with emotional benefit, focusing on positioning, visualisation and public relation.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Krisis Ekonorni, Persaingan, Perilaku Konsurnen, Segmentasi, Kartu Kredit, Bank, Pemasaran.
Subjects: Manajemen Pemasaran
Depositing User: Staff-3 Perpustakaan
Date Deposited: 31 Dec 2011 02:19
Last Modified: 31 Dec 2011 02:19
URI: http://repository.sb.ipb.ac.id/id/eprint/623

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