International Journal of Economics, Management, Business, and Social Science
Vol. 1 No. 2 (2021): May 2021

MARKET SEGMENTATION ANALYSIS OF ALMOND CRISPY PRODUCTS IN UD PAWON KUE

Taraoktavia, Viyo Tri (Unknown)
Indarwati, Tias (Unknown)

Article Info

Publish Date
31 May 2021

Abstract

MSME competition in the era of globalization is getting tougher. One of them is UD Pawon Kue. Market segmentation is needed to sustain and increase business. This study aims to analyze the market segmentation of crispy almond products at UD Pawon Kue. The study used 200 samples with purposive sampling technique. Data was collected using an online questionnaire. The analysis technique used is cluster analysis with the SPSS program. Based on the research, found three clusters of consumers. The first cluster is called quality-hunting consumers, the second cluster is called uncommitted consumers and the third cluster is loyal customers.

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Journal Info
International Journal of Economics, Management, Business, and Social Science
Website

Abbrev

ijembis

Publisher

CV ODIS

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Description

International Journal of Economics, Management, Business, and Social Science (IJEMBIS) is a research journal in the discipline of economics, management, business and social science which is expected to contribute to a new or state-of-the-art for academic development or real-world applications, or ...