STUDY ON CONSUMER BEHAVIOUR TO PROPOSED MARKETING STRATEGY FOR GLUTEN FREE PRODUCT (CASE STUDY: CV KMC)

• Main Author: Mahira, Ghina
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70581
• Institution: Institut Teknologi Bandung

KMC is a company engaged in the development and production of medium-scale MOCAF (Modified Cassava Flour) in Indonesia which was formed in November 2011. KMC as a pioneer of gluten free product in Bandung has been marketed their product to various places in Indonesia, both online and offline. Based on Grand View Research, gluten free product market size from 2016-2027 continues to increase from year to year. However, this is not comparable to the sales of KMC products from 2019 to 2022 which did not show a significant increase. This research was conducted to identify factors that affect consumers to buy gluten free product and develop marketing strategy to increase sales KMC. This study use qualitative and quantitative mixed research methods to find problems. First, this study conducted internal analysis using STP, Marketing mix and VRIO analysis approach. Second, this study conducted external analysis using PESTEL, Porter’s Five Forces, and competitor analysis approach. The result of internal and external analysis are summarized in SWOT analysis. Third, this study conducted an analysis of consumer behaviour of gluten free product. The result in this study is there is 8 factors that affect consumer to buy gluten free product. Then, this study develop marketing strategy that is relevant to KMC based on results of SWOT analysis integrated with factors that affect consumers to buy gluten free product. This study recommend KMC to increase promotion, improving brand packaging, and develop a new variant product.