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ANALISIS PERILAKU PEMBELI MANISAN BUAH DI KOTA CIANJUR SEBAGAI DASAR DALAM PENGEMBANGAN STRATEGI PEMASARAN

Nugroho, Calurto Priyo (2002) ANALISIS PERILAKU PEMBELI MANISAN BUAH DI KOTA CIANJUR SEBAGAI DASAR DALAM PENGEMBANGAN STRATEGI PEMASARAN. Masters thesis, Institut Pertanian Bogor.

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            Abstract

            The purpose of the study was to identify buyer's preference toward 8 (eight) sweet candied fruit, attribute o f the sweet candied fruit's shop and formulate marketing strategy. The data were collected f rom 116 respondents and 10 shops in Cianjur City. multi attributes Fish Bein was used to analyze data of sweet candied fruit and Likert scale was used to analyze shop's attribute. The rank order of buyer's preference to the sweet candied fruit in general as follow: salak, kedondong, mango, papaya, bengkuang, pala,anggur Bogor and gandaria. The attribute of the shops which were important are performance, display, packing, full service, price, comfort, location, security, weighing, and car park, while promotion, seIf service, kind of payment and shop's name were less important. Consumer segmentation was also done base on job, income, education, the buyer of buying, age, geography, gender, and living environment of the buyer. The buyer on every segment Las given different preference to the sweet candied fruit and shop's attributes. Correlation test among segments calculated using Chi- Square and contigencies coefficient,. Some segments indicated h igh correlation base on a = 0.01 namely segmentation of agc with income; geographic with income, education, and gender; job with income, and living environment; income with education and environment; the goal of buying with environment. Marketing strategy can be developed base on general (without segmemtation) preference or targeting for several segments.Segment chosen can be single segment or combination of several segments. It was suggested to combine several segment, Which have high correletion. Choosing different segments imply different marketing strategy.

            Item Type: Thesis or Disertation (Masters)
            Uncontrolled Keywords: Atribut manisan, Atribut toko, Skala Likert, Multi atribut Fish Bein, Nilai perilaku konsumen, Nilai atribut toko, Strategi pemasaran , Cianjur, Pembeli manisan, Perilaku konsumen
            Subjects: Manajemen Pemasaran
            Divisions: UNSPECIFIED
            Depositing User: Staff-3 Perpustakaan
            Date Deposited: 02 Jan 2012 19:21
            Last Modified: 02 Jan 2012 19:21
            URI: http://repository.mb.ipb.ac.id/id/eprint/762

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