#TITLE_ALTERNATIVE#

• Main Author: Wardana<br>NIM. 28199162, Kusuma
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6375
• Institution: Institut Teknologi Bandung

<b></i>Abstract :</b><i><p align="justify"><br />With population not less than 200 million, Indonesia is a good market for almost entire worlds' cellular producer because only 2% of them have used communication media. Rate of cellular user in Indonesia is more than the rate of fixed telephone. Only in five years, cellular users in Indonesia gain over than 4.6 million in the third quarter 2001.<br /><p align="justify">It's attracted many producers and distributors with all their marketing line compete to get the biggest market share. More than 10 brands have existed in Indonesia. Nokia, Siemens, Motorola, Samsung, and Ericsson are a few cellular producers that exist in Indonesia market.<br /><p align="justify">With so many brands, consumers had a lot of choices. They will choose a cellular phone that is suit with them and their condition. It makes a produce which is made based on consumers' need will be superior in the market.<br /><p align="justify">Consumers' level into few segments and knowing the characteristic from these segments is a way to fulfill consumers' need and desire, so producers could concept a product that really fit with segment's characteristic. The one that could define a product concept in the exact segment with product marketing concept will be able to handle the biggest market.<br /><p align="justify">Research begins with building product perception map using multidimensional scaling, Then we cluster those products into using cluster analysis. The next step is clustering respondents into numbers of segments and identifying main attributes for each segment using benefit segmentation analysis. Defining product concepts was done using gap analysis and preferences analysis.