SEGMENTASI PASAR KARKAS AYAM KAMPUNG BERDASARKAN ASPEK DEMOGRAFI, GAYA HIDUP DAN MANFAAT PRODUK DI KOTAMADYA YOGYAKARTA

• المؤلفون الرئيسيون: , SEPTIARINI EKA PUTRI, , Dr. Ir Suci Paramitasari Syahlani, MM
• التنسيق: Theses and Dissertations NonPeerReviewed
• منشور في: [Yogyakarta] : Universitas Gadjah Mada 2014
• الموضوعات: ETD
• الوصول للمادة أونلاين: https://repository.ugm.ac.id/132010/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=72525
• المؤسسة: Universitas Gadjah Mada

This study aims to analyze the chicken carcass consumer segments based on demographics, lifestyle and product benefits and attributes that are considered important by consumers . This research was conducted by survey method . The number of respondents in this study were 100 housewife taken by way of judgmental sampling method. Data collection was conducted from January to February 2014. Data were analyzed with cross tabulation analysis , factor analysis and cluster analysis . Results of analysis leads to the conclusion that income and education associated with the purchase of chicken carcasses whereas age , number of children and the work is not related to the purchase of chicken carcasses . The results of cluster analysis showed consumer lifestyles are grouped in two clusters where as many as 96 % of consumers belonging to the cluster segment considering novelty and quality information products while 4 % belonging to the cluster segments that consider the health aspect . Products benefit of chicken carcass that considered to be important are 50 % functional benefits, 40% experience the benefits and symbolic benefits by 10 % . The results of the factor analysis showed that the product attributes of the quality attributes of the physical , chemical attributes and marketing attributes considered important by consumers.