ANALISA STRATEGI BAURAN RITEL UNTUK MENINGKATKAN DAYA SAING MINI MARKET SUB-MART

Rusdi, Fadli (2001) ANALISA STRATEGI BAURAN RITEL UNTUK MENINGKATKAN DAYA SAING MINI MARKET SUB-MART. Masters thesis, Institut pertanian Bogor.

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Abstract

Analysis of Retailing Mix Strategy to Improve SUB-Mart Competitiveness Fadli Rusdi The purposes of this stzrc$~s we to identlfy potential consumers of SUB-Mart mini markct thrmrgh survey of consumer attitude and behavior, it recommended marketing s!rategy for being competitive in the market, The data we 98 respondent who shopped in SUB-Mart outlet. The data were processed by using Fishbein Multiatribut, software SPSS for windows release 10.01, and cross tabulation method Analysis tool of variable interrelation have used chi-square. The result of this study shows consumer social statirs is behveen low and middle class. Meanwhile consumer behavior tends to shop depending on their necessity. Rmge of SUB-Mart trading area is 600 m for primer and 1,2 km for secondary. Consumers' top of mind tend to affect their attitude, next their buying behavior. The important value for costumer shopped at the mini market we price, services, product complitness, parking area, size, mid location. The marketing strategy midst be focused on potential consumer concluded by SUB-Mart geographic, demographic, consumer attitilde and behavior survey analysis. marketing strategy recommended by this survey result coversproduct, price, location, and promotion strategy aspect.

Item Type: Thesis (Masters)
Uncontrolled Keywords: BAURAN RITEL, DAYA SAINGM, INI MARKET SUB-MART
Subjects: Manajemen Pemasaran
Divisions: Sekolah Bisnis > Perpustakaan
Depositing User: Staff-1 Perpustakaan
Date Deposited: 03 Jan 2012 12:34
Last Modified: 02 Feb 2018 02:41
URI: http://repository.sb.ipb.ac.id/id/eprint/830

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