AN EXPLORATION OF THE CUSTOMER BEHAVIOUR TOWARDS SEKA’S ORGANIC SOAP: A BANT FRAMEWORK RESEARCH

• Main Author: Dzaki Zaidan, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64568
• Institution: Institut Teknologi Bandung

SEKA is an organic soap company which pivoting their market to B2B market which is hotel and resort, from previously targeting retail market. SEKA have been trying to penetrate several hotel but didnt find any attraction from the market, thus behaviour analysis is conducted to find out the implementation strategy in order to suit the market behaviour. To analyze, the research will use BANT analysis which stand for Budget, Authorities, Need and Timeline in order to fully understand the behaviour. In analyzing, researcher using 2 hotels in Bandung as the research object, one is the youth marketed hotel and the other one is family targetted hotel, and the hotel were Bumi Bandhawa and Uma Gati. the research is conducted through direct observation and interviews until the data is gained. The analysis is using descriptive analysis technique to describe the behaviour. The main finding that really affect SEKA’s inability to penetrate is the form of the soap, which SEKA is using solid bar soap and the general hotels nowadays are using liquid form. In order to be able to penetrate the market, SEKA have to continuously develop its product. Keywords: organic soap, resort and hotels in, market penetration, BANT framework, soap form