MARKETING STRATEGY OF ORGANIC PRODUCTS BASED ON FACTORS AFFECTING INDONESIAN CUSTOMERSâ PURCHASE INTENTION
The main objective for this paper is to study how to improve the marketing strategy of organic products in Indonesia. In order to do that, the author analyses the factors that affect the customers’ intention to purchase organic products. The factors analysed in this papers are customers’ percepti...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/41893 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| id |
id-itb.:41893 |
|---|---|
| spelling |
id-itb.:418932019-09-09T07:57:36ZMARKETING STRATEGY OF ORGANIC PRODUCTS BASED ON FACTORS AFFECTING INDONESIAN CUSTOMERSâ PURCHASE INTENTION Rahma, Nadira Indonesia Final Project Indonesian customer, marketing strategy, organic product, purchase intention INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/41893 The main objective for this paper is to study how to improve the marketing strategy of organic products in Indonesia. In order to do that, the author analyses the factors that affect the customers’ intention to purchase organic products. The factors analysed in this papers are customers’ perception, health consciousness, and knowledge of organic products. In order to gather information, questionnaire was distributed online and collected 294 responses. The population used for this paper to be observed is Indonesia because there is an increase number in demand for organic products in Indonesia as there are more Indonesians becoming aware of their lifestyle. The finding of this research shows there are positive relationships between customers’ perceptions, health consciousness and knowledge with purchase intention of organic products. Based on this finding, new marketing strategy is proposed for organic products brands to use. text |
| institution |
Institut Teknologi Bandung |
| building |
Institut Teknologi Bandung Library |
| continent |
Asia |
| country |
Indonesia Indonesia |
| content_provider |
Institut Teknologi Bandung |
| collection |
Digital ITB |
| language |
Indonesia |
| description |
The main objective for this paper is to study how to improve the marketing strategy of organic
products in Indonesia. In order to do that, the author analyses the factors that affect the
customers’ intention to purchase organic products. The factors analysed in this papers are
customers’ perception, health consciousness, and knowledge of organic products. In order to
gather information, questionnaire was distributed online and collected 294 responses. The
population used for this paper to be observed is Indonesia because there is an increase number
in demand for organic products in Indonesia as there are more Indonesians becoming aware of
their lifestyle. The finding of this research shows there are positive relationships between
customers’ perceptions, health consciousness and knowledge with purchase intention of
organic products. Based on this finding, new marketing strategy is proposed for organic
products brands to use. |
| format |
Final Project |
| author |
Rahma, Nadira |
| spellingShingle |
Rahma, Nadira MARKETING STRATEGY OF ORGANIC PRODUCTS BASED ON FACTORS AFFECTING INDONESIAN CUSTOMERSâ PURCHASE INTENTION |
| author_facet |
Rahma, Nadira |
| author_sort |
Rahma, Nadira |
| title |
MARKETING STRATEGY OF ORGANIC PRODUCTS BASED ON FACTORS AFFECTING INDONESIAN CUSTOMERSâ PURCHASE INTENTION |
| title_short |
MARKETING STRATEGY OF ORGANIC PRODUCTS BASED ON FACTORS AFFECTING INDONESIAN CUSTOMERSâ PURCHASE INTENTION |
| title_full |
MARKETING STRATEGY OF ORGANIC PRODUCTS BASED ON FACTORS AFFECTING INDONESIAN CUSTOMERSâ PURCHASE INTENTION |
| title_fullStr |
MARKETING STRATEGY OF ORGANIC PRODUCTS BASED ON FACTORS AFFECTING INDONESIAN CUSTOMERSâ PURCHASE INTENTION |
| title_full_unstemmed |
MARKETING STRATEGY OF ORGANIC PRODUCTS BASED ON FACTORS AFFECTING INDONESIAN CUSTOMERSâ PURCHASE INTENTION |
| title_sort |
marketing strategy of organic products based on factors affecting indonesian customersâ purchase intention |
| url |
https://digilib.itb.ac.id/gdl/view/41893 |
| _version_ |
1822926115509895168 |