KARAKTERISTIK KONSUMEN PRODUK FAST FOOD KFC MALANG

Bayu, Laksmana (2010) KARAKTERISTIK KONSUMEN PRODUK FAST FOOD KFC MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

This Research represent descriptive research with survey method. This research title is " Consumer Characteristic Fast Food Product of KFC Malang”. Target of this research to know consumer characteristic buying fast food product at KFC fast food restaurant in Malang city. The analisys tools used in this research is Cluster analisys / Group analisys. Cluster analisys used to classify case or objects become groups which relative homogeneous from consumer of KFC in Malang city. Pursuant to result of calculation with cluster analisys, known that product consumer characteristic fast food of KFC divided to become 3 cluster that is: Cluster 1, with life style variable covering: work, hobby, entertainment amusement, family, food, community, business, cultural. And benefit variable covering: quality, service, and speed in service. Representing responder group owning high life style and have felt benefit after buying fast food product of KFC. Because most of all characteristic can respon better, besides consumer of 1 cluster this also accustomed to all life quickly and instan. Responder of cluster 1 called by institution cluster. Cluster 2, with life style variable covering: expense, economic, product, and benefit variable covering is: economic. Representing responder group owning scanty and middle life style feel benefit from buying product fast food in KFC. The mentioned because of consumer at cluster 2 is consumer type which doing/conducting expenditure pursuant to just requirement, and just to only once in a while do/conduct purchasing outside planned requirement. Responder of cluster 2 called by family cluster. Cluster 3, with life style variable covering: recreation. Representing responder group owning easy going life style and is not at all feel benefit from buying product of fast food in KFC. This Matter can be proved without existence of special marking exist in in this cluster. Responder of cluster 3 called by young cluster.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 05 Apr 2012 02:21
Last Modified: 05 Apr 2012 02:21
URI: http://eprints.umm.ac.id/id/eprint/1868

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