CONSUMER DECISION MAKING ANALYSIS ON PURCHASING OF 1 LITRE PACKAGE OF LIQUID MILK USING FAMILY DECISION MAKING FRAMEWORK (PT PQR Tbk.)
PT PQR must understand his consumer well in order to be able to make marketing strategy that fit with his target market. To help understood his consumer, PT PQR carried out the research independently or was based on the research that was carried out by the student that have internship in PT PQR. All...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/11791 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | PT PQR must understand his consumer well in order to be able to make marketing strategy that fit with his target market. To help understood his consumer, PT PQR carried out the research independently or was based on the research that was carried out by the student that have internship in PT PQR. All forms of the research were individually-based.<p>The research of consumer in individually-based in fact are insufficient, because not all the product of PT PQR were consumed by individual, there also some product that consumed together by the members in the family. One of the products from PT PQR that was consumed together within family was 1 litre package of X milk. To know how the decision making was develop in the purchase of 1 litre package of liquid milk, PT PQR must develop the new analysis that was based on how decision making was carried out in the family.<p>This research was made to find out how the decision making was made during the purchase of 1 litre package of liquid milk on consumer in the Semarang city using family decision making framework, as well as their behavior of purchase and consumption.<p>The results could be concluded that the decision making of consumer on purchasing of 1 litre package of liquid milk in the Semarang city is the dominated by wife in every stage of decision making while the child are dominant on the choice of milk flavor.<p>Moreover the consumer in the Semarang city could be divided into three clusters based on their decision making on the purchase of 1 litre package of liquid milk. In cluster one, the level involvement of mother and child were quite high compared to two other cluster while in cluster two, the level involvement of mother and child were the lowest compared to two other cluster <br />
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