<![CDATA[This study aims to analyze the positioning of organic oatmeal brands in Indonesia based on consumer perceptions, with a focus on sustainability-oriented attributes. The research examines how marketing mix elements and brand-related attributes shape consumer perceptions in selecting organic oatmeal brands, particularly Quaker, Energen, Havermout, and Simba, within the Indonesian market. This research employs a descriptive quantitative approach using discriminant analysis. Data were collected through questionnaires distributed to consumers who have consumed Quaker, Energen, Havermout, and Simba oatmeal products. The variables analyzed include product reliability, price perception, product availability, promotional attractiveness, brand awareness, and packaging durability. The Likert scale was applied to measure consumer perceptions, and the unit of analysis consisted of individual consumers. The results indicate that product availability and packaging durability are the most important attributes influencing consumer brand positioning. Quaker is perceived as superior in terms of availability, while Havermout excels in packaging durability. Energen and Simba do not demonstrate superiority in either attribute, indicating the need for strategic improvements. These findings suggest that strengthening key sustainability-related attributes is essential for enhancing brand positioning in the Indonesian organic oatmeal market]]>
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