ANALISIS SEGMENTASI PASAR SEPEDA MOTOR HONDA AUTOMATIC VARIO DI KECAMATAN LOWOKWARU KOTAMADYA MALANG

DENNY ARDITYA, HIDAYAT (2010) ANALISIS SEGMENTASI PASAR SEPEDA MOTOR HONDA AUTOMATIC VARIO DI KECAMATAN LOWOKWARU KOTAMADYA MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

Type of research that was done is descriptive, where researcher make research within data collection to consumer or user of honda automatic vario motorbike which reside at lowokwaru subdistrict malang city with title of research is : “ Market Segmentation Analysis Of Honda Automatic Vario Motorbike at Lowokwaru Subdistrict Municipality of Malang”. The purpose of this research is to know market segmentation of Honda automatic Vario motorbike at Lowokwaru District Municipality of Malang according to demografic variable, psychografic and consumer behavior. Tools of Analysis that used in this research is using cluster analysis. By the result of research and working through that was done, so can be concluded that segmentation of honda automatic vario motorbike at lowokwaru subdistrict municipality of Malang is about of satisfaction. Furthermore, market segmentation is about quality product, which are the group or segmentation in made a purchasing of motorbike product always considered benefit or profit existence, there is a loyal attitude to motorbike product and always endeavour to use honda automatic vario motorbike in made a routine activity. And the last segmentation is about social stratum, which are the group or third segmentation of responden, tended to following family habit in use motorbike, by using honda automatic vario motorbike can increase social class and always follow the mode. Some advise could be submitted in this research, especially for the company is expected to always give information about the development of motorbike with clearly, because in the satisfaction segmentation, could give information with clearly about the advantage of product. The company, besides still keep and maintain of the quality product and always make an inovation product so that it appropriate with trend and mode that happening, as well as make an inovation of automatic motorbike product which economize of fuel. And the last is, the company should make an inovation of product that offered with add to motorbike accessory so it could be more interest, so that, besides as a transportation tools, also facilitate activiy which done.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economic > Department of Management
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 10 Apr 2012 04:37
Last Modified: 10 Apr 2012 04:37
URI: http://eprints.umm.ac.id/id/eprint/2011

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