ANALISIS PERILAKU KONSUMEN PRODUK BASO IKAN MEREK SEA-U DAN IMPLIKASINYA TERHADAP BAURAN PEMASARAN PT. MlTRA PANGAN LESTARI
Daftar Isi:
- Analysis of ‘Sea-U’ Branded Fish Ball Consumers Behaviour And The Implication On Marketing Mix of PT. Mitra Pangan Lestari M YULIAN MEIRAD The purpose of this study were to identify characteristic of fish ball product consumers, to analyze consumers perception of important fish balls attributes, and to identify consumers atfitudes, perceptions and motivations that influenced SEA-U fish balls consumsion behavior. The data were collected from 96 puposive selected respondents in Jakarta and Bogor. The study utilized Cluster, CHAID, Correspondence and Thurstone methods to analysis the data. The results showed that the respondents could be divided into 4 segments, that were integrated, emulator, experential and achiever. The consumers that consume fish balls were mostly female. The attribute that be the main priority was the taste of fish balls. This study suggest that in order to maintain the customers satisfaction, the company should improve and develop the product so that it meets consumers want and desire.