SEGMENTASI DAN POSITIONING PRODUK FISH NUGGET MEREK SEA-U Dl PT. MlTRA PANGAN LESTARI

Mardiyanto, Agung (2002) SEGMENTASI DAN POSITIONING PRODUK FISH NUGGET MEREK SEA-U Dl PT. MlTRA PANGAN LESTARI. Masters thesis, Institut Pertanian Bogor.

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Abstract

ABSTRACT Segmentation and Product Positioning of Sea-U Fish Nugget at PT. Mitra Pangan Lestari. Agung Mardiyanto The objectives of this study are to analyze consumer behavior in the buying processof fish nugget, to segmentize the market based on consumers' psichography and make product positioning of Sea-U fish nugget based on consumers' preference and perception. The results will be recommended to strengthen the marketing strategy of PT. Mitra Pangan Lestari. The data was collected from 110 respondents by using central location method inJakarta, Bogor, Tanggerang and Bekasi. Segmentation was analyzed by using the combination of two analysis tools, which were k-means cluster analysis and CHAID analysis. Correspondence analysis was used to identify the product posifioning. The results of this study are; consumers behaviour process shows the life cycle product of fish nugget is still at introducing period. It is becaused buying plans, buying frequencies, rate of consumptions and consumers loyality are still low. Analysis of segmentation indicates that there are three segments of consumers, they. are belonger, emulator and achiever. Within the three segments, the potential targets of consumers of fish nugget are emulator (45,45%) and achiever (40%) and demographically are female with middle or high level of education, age around 26-35 years, employees of private companies, married with family members about 3-4 peoples and the consumption expense at the level of one million rupiahs and above. Based on the positioning result, the relative position that fulfilled the needs of Sea-U fish nugget's consumers is an alternative food which is high nutrition, healthy, and the taste of fish was really tasty. The attributes' interest rank show the first priority of consumers in choosing. Fish nugget is the quality of product.

Item Type: Thesis (Masters)
Uncontrolled Keywords: PT. Mitra Pangan Lestari, Produk Fish Nugget, Merek Sea-U, Strategi Pemasaran, Perilaku Konsumen, Segmentasi, Positioning Produk.
Subjects: Manajemen Pemasaran
Divisions: Sekolah Bisnis > Perpustakaan
Depositing User: Staff-7 Perpustakaan
Date Deposited: 12 Jan 2012 09:26
Last Modified: 31 Jan 2012 01:54
URI: http://repository.sb.ipb.ac.id/id/eprint/645

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