IDENTIFYING FACTORS CONSIDERED BY CAREER HOUSEWIVES IN BANDUNG IN USING READY-TO-COOK (RTC) PRODUCT IN DAILY LIFE

• Main Author: Anda Rista, Ega
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75654
• Institution: Institut Teknologi Bandung

The increasing demand in the Indonesian economy requires housewives not only to take care of their families but also to pursue the highest possible career. As career housewives, most of them have busy lifestyles but are coupled with the ability to manage the household effectively, including the family's daily food needs. In Indonesia alone, the trend for Ready-to-Cook (RTC) products began to emerge in 2010 which provides more practical daily food needs by shortening cooking time. Even so, these products are often misinterpreted, making it difficult to penetrate the market. This study aims to determine the effectiveness of Ready-to-Cook (RTC) product segmentation including characteristics, factors considered by customers, and barriers to using the product, especially for market penetration in Bandung, West Java. The goal is to be able to define common barriers, thereby providing the best strategy and implementation for product penetration. This research used quantitative approach with in-depth interview as a method to collect data. From the twelve informants selected using purposive sampling, this study showed there are four types of career housewives can be identified. Those category includes how the cooking frequency of the housewives length of time needed in every cooking activity, whether the career housewives’ have supporting system (i.e. household assistant) and their motivation to cook. In term of barriers, about 58% of the informant are wrong in understanding ready-to-cook (RTC) and leading to ready-to-eat (RTE), this condition creates high barriers. Even so, more than half of the informant perceived that ready-to-cook (RTC) fulfils their needs in terms of convenience, menu variety to the price they assume more cheaper when compared to buying prepared food, therefore almost all of the informant interested to try buying the ready-to-cook (RTC) product.