Path: TopS1-Final ProjectSchool of Business and Management2007

ANALYSIS OF BEHAVIORAL ASPECTS DIFFERENCES BETWEEN PRIVATE LABEL AND NATIONAL BRAND CONSUMERS IN FLOOR CLEANER CATEGORY IN BANDUNG

Undergraduate Theses from JBPTITBPP / 2012-05-30 14:59:07
Oleh : Riri Heryanti (NIM 190 04 038), School of Business and Management
Dibuat : 2007-08-00, dengan 7 file

Keyword : Floor cleaner, consumers
Kepala Subjek : Economi

Abstrak:



Pemilihan pembersih lantai yang pada umumnya mengutamakan kualitas telah bergeser seiring dengan ditawarkannya pembersih lantai private label yang diklaim memiliki harga lebih murah dan kualitas bersaing, saat ini mulai banyak konsumen yang tertarik untuk mencoba bahkan menjadi pelanggan setia pembersih lantai private label. Berdasarkan fenomena tersebut, penelitian ini membahas mengenai consumer value, karakteristik, dan persepsi konsumen dalam pembelian pembersih lantai private label. Penelitian dengan menggunakan kuesioner yang melibatkan 277 responden perempuan dari konsumen pembersih lantai yang ditemui di enam hypermarket di Kota Bandung mencoba menjawab pertanyaan apakah perbedaan consumer value, karakteristik, dan persepsi antara konsumen pembersih lantai private label dengan konsumen pembersih lantai merek nasional. Konsumen private label memiliki perbedaan consumer value dalam pemilihan pembersih lantai dibanding konsumen merek nasional. Dalam pemilihan pembersih lantai, konsumen private label lebih mementingkan kemampuan pembersih lantai untuk mengkilapkan lantai dan banyaknya busa yang dihasilkan oleh pembersih lantai, sedangkan merek merupakan faktor yang sangat tidak mempengaruhi mereka. Berbeda dengan konsumen merek nasional yang lebih mementingkan merek dalam pemilihan pembersih lantai. Karakteristik antara konsumen private label dan merek nasional juga memiliki beberapa perbedaan seperti, pekerjaan, jenis keluarga, pendapatan, pengeluaran, gaya hidup, dan kepribadian. Dalam menilai persepsi, konsumen dibagi kedalam tiga kelompok yaitu, konsumen private label, konsumen merek nasional, dan konsumen yang hanya pernah sekali membeli. Konsumen merek nasional dan konsumen yang hanya pernah sekali membeli pembersih lantai private label memberikan persepsi yang kurang baik dari segi kualitas. Hal ini menunjukkan bahwa pembersih lantai private label belum sesuai harapan konsumen dari dua kelompok tersebut.

Deskripsi Alternatif :

Abstract:



Nowadays people choosing a floor cleaner by prioritizing the quality has been changed to private label floor cleaner which claimed has a lower price and has competitive quality. People try to be the user and may be being a loyal user of that private label floor cleaner. Based on this phenomenon, this research will studying consumer value, general characteristics, and perception behind the purchase of private label floor cleaner. This research used questionnaires with 277 female respondents whose are floor cleaner purchaser from six different hypermarkets in Bandung to identified consumer value, general characteristics, and perception differences between private label and national brand floor cleaner consumers. Private labels consumers have differences of consumer value on their buying decision compared with national brands consumers. In this floor cleaner buying decision process, private label consumers prioritize the floor cleaner capability to furnishing the floor and its bubble numbers which produced by a floor cleaner, brand isnt their first priority. Different with national brand consumer which prioritizing their floor cleaner brand. The characteristic of private labels consumers and national brands consumers has background differences such as their occupation, family type, income and outcome level, life style and personality. In the perception measurement process, consumers were divided into three categories which are private label consumers, national brand consumers, and consumers who have only once bought the private label floor cleaner. The national brand consumers and the once time consumers gave a bad quality perception. This result show that private label floor cleaner hasnt match these two categories consumers expectation.

Copyrights : Copyright (c) 2007 SBM ITB. Information Dissemination Right @2007 ITB Central Library Jl. Ganesha 10 Bandung 40132 Indonesia. Verbatim copying and distribution of this entire article is permitted by author in any medium, provided this notice is preserved.

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PropertiNilai Properti
ID PublisherJBPTITBPP
OrganisasiS
Nama KontakUPT Perpustakaan ITB
AlamatJl. Ganesha 10
KotaBandung
DaerahJawa Barat
NegaraIndonesia
Telepon62-22-2509118, 2500089
Fax62-22-2500089
E-mail Administratordigilib@lib.itb.ac.id
E-mail CKOinfo@lib.itb.ac.id

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  • Pembimbing : Reza A. Nasution, Dr, ST, Editor: delviana fransiska

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