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Setiono M., M. Fakih (2008) ANALISIS SEGMENTASI PASAR KONSUMEN PADA HOME INDUSTRI TOKO KUE MUNGIL ‘IFANA’ DI KOTA MALANG. Other thesis, University of Muhammadiyah Malang.


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The title of this research is ”Analisis Segmentasi Pasar Pada Toko Kue Mungil ’IFANA’ Di Kota Malang”. The main objective of the research is to collect data and to find out the real condition of the market of the company. By knowing the group or segmentation of the market, even a small company can start to make a simple concept of marketing strategy. For this analysis the researcher use cluster analysis, hierarki cluster analysis and non hierarki cluster analysis. The primary data can be collected directly from buyer of Toko Kue Mungil IFANA through questioner. And the research population are all the buyer of the Toko Kue Mungil IFANA. Sample will be 110 persons or respondent. Sample collecting technique is accidental sampling. and the researcher will use 3 variable, demographic (X1), psicographic (X2), and behaviour (x3). According to the final conclusions of the research, there are 3 main groups of the costumer. The first group, 10 respondents, most of the students, very young age (12-24 years old), income rate below Rp 500.000,-, main influences of making decision to buy are the big size of the product and the cheaper prize. The second group consists of 69 respondents, most of them adult (25-30 years old), company officer, last education senior high school, income rate Rp 500.000,- until Rp 1.000.000,-, main influence of making decision to buy are the originality of the product, the beauty, good quality, the prize doesn’t matter. And the third group, 31 respondents, ages about 31 – 34 years old, most of the employee and last education was first degree (S1), income rate Rp 1.000.000,- until Rp 1.500.000,-, and most of the main influence of making decision to buy are similar to the second group of costumer. The differences are the third group have more interest in coming often to purchase bread and cake in Toko Kue Mungil IFANA. From the conclusions, researcher recommended the company to produce bigger bread with cheaper prize for the first group. And produce a lot of variation of product to satisfy the second and the third group.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 13 Jun 2012 03:42
Last Modified: 13 Jun 2012 03:42

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