ANALISIS SEGMENTASI PASAR BUAH NAGA (Dragon Fruit) PADA WANA NATURAL FARM KEDIRI

HERYADI, ERWIN (2008) ANALISIS SEGMENTASI PASAR BUAH NAGA (Dragon Fruit) PADA WANA NATURAL FARM KEDIRI. Other thesis, University of Muhammadiyah Malang.

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Abstract

This research represent descriptive research with method of questionaires. As for the title of this research is "Market Segmentation Analysis of Dragon Fruit (buah naga) at Wana Natural Farm (WNF) Kediri . Target of this research is to find Dragon Fruit market segment (buah naga) at Wana Natural Farm in town of Kediri and also to know how is the characteristic of dragon fruit consumer. Variables are used, there are geographical variable, demographic variable, behavioral variable and benefit variable. Cluster analysis is used in this research. Cluster analysis is used to group individual into groups pursuant to certain characteristic. The result of this analysis can know that dragon fruit market segmentation have 3 segment there are “the worriers”,” sensory” and “the sociables”. Segment " the worriers " with amount 44 people or 44% from 100 responder. They consume dragon fruit to keep in good health and cure disease. They have the following characteristic: residing in area district of pesantren, woman, age between 41-50 years, have marriage, believe in Islam, education of senior high school, work as government development, earn between Rp1.500.000-2.000.000, getting dragon fruit information from Television and take a fancy to dragon fruit presented in the form of fresh fruit. To others, responder discussing many dragon fruit as fruit which good to health (herb), ordinary buy 1kg every purchasing and often buy dragon fruit at vehicle (car). Segment " Sensory" with amount 33 people or 33% from 100 responder. They consume dragon fruit because sweet likely. They have the following characteristic: residence in area district of pesantren, woman, age between 31-40 year, have marriage, believe in Christian, education of senior high school, work as private sector employees, earnings≥ Rp2.000.000, get dragon fruit information from Internet. They prefer dragon fruit presented in ice-cream. To others, responder discussing many dragon fruit as fruit for praying at the event of imlek, ordinary buy 1kg every purchasing, often buy dragon fruit in WNF garden. Segment " the sociables " with amount 23 people or 23% from 100 responder. They consume dragon fruit because for the purpose of cosmetic that is out for always take care of appearance. Dragon fruit in this case can be useful to eliminate acne and attenuate husk. Segment of “The sociables” have characteristic live in Town, woman, age 24-30 years old, stiil single, believe in Konghucu, master of S1/S2/S3, work as entrepreneur / trade, earnings Rp750.000-Rp1.500.000. They are more getting dragon fruit information from Television. They prefer dragon fruit presented in the form of fresh fruit. To others, responder discussing many fragon fruit as fruit for praying at the event of imlek, ordinary buy 2kg every purchasing and often buy fragon fruit in fruit shop.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Anggit Aldila
Date Deposited: 07 May 2012 03:45
Last Modified: 07 May 2012 03:45
URI: http://eprints.umm.ac.id/id/eprint/4463

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