EXPLORATION OF GEN Z PREFERENCE AS COLLEGE STUDENT IN CHOOSING MEALS AROUND CAMPUS AREA IN ORDER TO SET MARKET MIX BASED ON CONSUMER VALUE-DRIVEN

• Main Author: Riki
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41771
• Institution: Institut Teknologi Bandung

Food industry is a sector that very promising and increases every year where in 2017 it rose around 9.23% from the previous year. This sector is the industry that is most in demand by young business people to start doing business. The culinary industry is categorized as one of Indonesia's creative economies and has an amount of around 67.66% of the total creative economy. With This is become a red ocean industry to survive in it. Moreover, currently the market has been exposed rapid technological and development that affect differences of consumer behaviour to purchase product or services. Because of that, understanding market is important to capture and generate the profit. The point of understanding market is to make an integrated marketing strategy that based on consumer value-driven. This research objectives to explore and identify the consumer preference in choosing meal around campus. From the research, the researcher gives some recommendation that can be implements the marketing strategy using marketing mix that can guide the culinary business’ marketing. Data collection and analysis through two phase which are qualitative phase and quantitative phase. In qualitative phase the researcher finds out the that there is 23 level from 5 preferences of foodservices for a consumer in choosing meal by in-depth interview 10 people where the data analyze using coding method. The result of qualitative be used to build a questionnaire for quantitative method where the data collection will analysis with K-means cluster. The result that shown generation z as college student divided into six segments based on the significant preferences that they choose. These segments then can be targeted to develop a integrated marketing mix based on their characteristic.