CONSUMER PURCHASE INTENTION ANALYSIS OF BLOOD GLUCOSE MONITORING DEVICE TO REFORMULATE MARKETING STRATEGY (CASE STUDY: ABBOTT FREESTYLE OPTIUM)

• Main Author: Hastutie, Tias
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76003
• Institution: Institut Teknologi Bandung

This study aims to analyse the consumer purchase intention of the Abbott FreeStyle Optium Blood Glucose Monitoring Device and provide insights to reformulate the marketing strategy. FreeStyle Optium is a popular blood glucose monitoring device used by individuals with diabetes to measure their blood glucose levels. Understanding consumer purchase intentions is crucial for developing effective marketing strategies and enhancing the device’s market positioning. The research design encompasses both internal and external analysis to find solutions for Abbott to reformulate its marketing strategies. The internal analysis consists of Segmentation, Targeting and Positioning (STP) and Marketing Mix. The external analysis consists of PESTLE, competitor analysis and consumer research analysis. Consumer research analysis data involves a survey questionnaire distributed among a diverse sample of potential and current users of FreeStyle Optium consisting of 200 people with the criteria of having diabetes or a family with diabetes. The result showed that five hypotheses were accepted: product of perceived quality, place of brand awareness, promotion of brand awareness, perceived quality of purchase intention and brand awareness of purchase intention. Meanwhile, one hypothesis is unaccepted: the price of perceived quality. The result of these hypotheses was obtained using Partial Least Square-Structural Equation Modelling (PLS-SEM). After conducting the internal and external analysis, the authors do a SWOT analysis to identify strengths, weaknesses, opportunities and threats for Abbott. Based on this analysis, the new proposed marketing mix is determined to meet the market's needs. This can be achieved by implementing a pre-updated marketing mix. Therefore, several alternative strategies are proposed, including encouraging the recommendation from doctors or nurses to build a trust of brand awareness, increasing promotions on diabetes events, focusing on the product availability and maintaining customer relation management.