THE APPLICATION OF DYNAMIC SEGMENTATION WITH INFORMATION SYSTEM IN KNOWING CUSTOMER BEHAVIOUR TO INCREASE THE PERFORMANCE OF MARKETING PROGRAM IN IDMR PADASUKA BANDUNG STORE

• Main Author: Elisabeth H N (NIM 29105011), Tricia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/6851
• Institution: Institut Teknologi Bandung

ABSTRACT: <br /> <br /> <br /> <br /> <br /> Modern retail business in Indonesia generally experienced tight competition because of the number of players in this business. These players did not only come from local company but also from overseas. As a result the player in retail modern business must have the strategy in undertaking this business so as to be able to continue. <br /> <br /> <br /> <br /> <br /> One of the important matters that will become the foundation to determine the companys strategy was the election of consumer segmentation. As is known that retail modern business, in this case small market, supermarket and hypermarket, had very diverse consumer. Because of that, consumer grouping process into a group that was more homogeneous in order to be able to learn customer behaviour was one of the important matters in marketing process of a retail company. <br /> <br /> <br /> <br /> <br /> But together with highly competitive environment in this business, one criteria of segmentation was considered no longer sufficed to understand the consumer. A segmentation system that simultaneously could group the consumer with several segmentation criteria at the same time is urgently needed in this business. This kind of segmentation named as dynamic segmentation concept that was expected to be able to give better picture of the future target market behaviour. <br /> <br /> <br /> <br /> <br /> This final project focused in the application of dynamic segmentation to IDMR Bandung store that will be implemented with information system. The determination of segmentation variables that will be used in information system modelling was done with exploratory research method, which is literature search and experience survey. The next step was variable segmentation availability and effectiveness test using 5 criteria which are measurable, substantial, accessible, differentiable and actionable that carried out with surveys. The following step was modelling dynamic segmentation using the customer of IDMR Padasuka Bandung data. Dynamic segmentation modelling that was carried out for IDMR Padasuka Bandung hopefully can be generic model for all the IDMR chain stores.