PROPOSED MARKETING STRATEGY FOR OUTDOOR APPAREL BASED ON CONSUMER PERCEPTION AND LIFESTYLE

• Main Author: Naufaldhia R W, M.
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53392
• Institution: Institut Teknologi Bandung

Outdoor activity is a popular activity in Indonesia. The increasing trend of outdoor activity affect the increase growth of outdoor apparel industry. Zebrawall is an outdoor apparel manuracturer from Bandung. With intense competition in the outdoor apparel industry, Zebrawall begins to lose consumers and its brand is slowly being forgotten. To remain competitive in the industry, previous literature suggest that the company should understand consumers’ lifestyle and their perception toward outdoor apparel. Therefore, the objectives of this study are, first, to analyze the relationship between consumers’ perception and purchase intention of outdoor clothing products; second, to analyze the relationship between consumers’ lifestyle and their intention to buy outdoor wear products; and third, to suggest appropriate marketing strategy based on consumer perceptions and their lifestyle. This study used a mixed method of quantitative and qualitative research to assess Zebrawall's external and internal environment. External analysis was performed using PESTLE analysis, Five Porter Forces, competitor analysis and consumer analysis approaches to identify opportunities and threats for Zebrawall; while the internal analysis was carried out using the RBV, VRIO, STP analysis and the marketing mix approaches to identify the strengths and weaknesses of Zebrawall. Furthermore, SWOT analysis and Fishbone analysis identified the root causes of low purchases of outdoor apparel products, i.e., lack of product variation, product substitutions, only targeting outdoor activists, non-strategic locations, no online store, promotions that only use discount strategies, and not actively using social media. Based on TOWS Matrix analysis, this study produced 14 alternative business solutions. This study selected 8 business solutions that could solve the root causes of the problem and formulate them into marketing strategy for Zebrawall. As the result, this study found that, first, consumer perception has positive and significant to purchase intention with coefficient value at 0,362 and significant at 0,000; second, lifestyle have positive and significant to purchase intention with at coefficient value at 0,387 and significant at 0,000; and third, a set of marketing strategy has been developed based on consumer perception and lifestyle. Then, an implementation plan has been developed to turn strategy into actions.