MAPPING THE CONSUMERS COFFEE POWDER MANGSI COFFEE BASED ON SEGMENTING, TARGETING, AND POSITIONING IN DENPASAR CITY

I Putu Agi Pratama; Ratna Komala Dewi; Ni Putu Artini

doi:10.14710/agrisocionomics.v5i1.8378

DOI: https://doi.org/10.14710/agrisocionomics.v5i1.8378

MAPPING THE CONSUMERS COFFEE POWDER MANGSI COFFEE BASED ON SEGMENTING, TARGETING, AND POSITIONING IN DENPASAR CITY

*I Putu Agi Pratama - Udayana University, Indonesia

Ratna Komala Dewi - Udayana University, Indonesia

Ni Putu Artini - Udayana University, Indonesia

BibTex Citation Data :

@article{Agrisocionomics8378,
    author = {I Putu Pratama and Ratna Dewi and Ni Artini},
    title = {MAPPING THE CONSUMERS COFFEE POWDER MANGSI COFFEE BASED ON SEGMENTING, TARGETING, AND POSITIONING IN DENPASAR CITY},
    journal = {Agrisocionomics: Jurnal Sosial Ekonomi Pertanian},
  volume = {5},
    number = {1},
    year = {2021},
    keywords = {bubuk kopi; positioning; segmenting; targeting},
    abstract = { Not all customers can be served by the company. Each company needs to identify market  segments that can be served effectively by differentiating the main market segments, aiming at one or  two segments and developing products so that there are always new breakthroughs. A company in order  to excel in competition must be able to recognize its market segment, target and product position against  its competitors. This research aims to determine the segmenting, targeting, and positioning of Mangsi  Coffee powder. The sampling technique used is the nonprobability sampling method that is accidential  sampling. Segmenting and targeting is done by using crosstab analysis, while positioning uses multi  dimensional scaling analysis and correspondence analysis. Mangsi Coffee powder market segmentation  based on the characteristics of consumers are men who are adults, graduated from tertiary education  (last education), work as employees with monthly expenditure above the Denpasar City UMK in 2019  (Rp. 2,553,000.00). Mangsi Coffee consumers based on psychographic segmentation tend to choose  quality products and make coffee consumption habits a trend and lifestyle while Mangsi Coffee  consumers based on segmentation of consumer behavior tend to choose products according to their  benefits. Positioning using multi-dimensional scaling analysis (MDS) shows that, Mangsi Coffee  powder is not in one quadrant with all three competing products. The map shows that all four products  are in different quadrants. CA analysis (correspondence analysis), shows the superiority of Mangsi  Coffee powder products when compared with competitors' products is an attribute in terms of  packaging. The importance of companies to pay attention to segmenting, targeting, and positioning to  be able to focus on achieving company goals and survive in fierce market competition. The strategy to  increase sales is carried out by adjusting the results of studies in research and the conditions of the  Mangsi Coffee company so that it can take policies that are in accordance with company goals.           },
   issn = {2621-9778},   pages = {102--109}  doi = {10.14710/agrisocionomics.v5i1.8378},
    url = {https://ejournal2.undip.ac.id/index.php/agrisocionomics/article/view/8378}
}

Citation Format:

Abstract

Not all customers can be served by the company. Each company needs to identify marketsegments that can be served effectively by differentiating the main market segments, aiming at one ortwo segments and developing products so that there are always new breakthroughs. A company in orderto excel in competition must be able to recognize its market segment, target and product position againstits competitors. This research aims to determine the segmenting, targeting, and positioning of MangsiCoffee powder. The sampling technique used is the nonprobability sampling method that is accidentialsampling. Segmenting and targeting is done by using crosstab analysis, while positioning uses multidimensional scaling analysis and correspondence analysis. Mangsi Coffee powder market segmentationbased on the characteristics of consumers are men who are adults, graduated from tertiary education (last education), work as employees with monthly expenditure above the Denpasar City UMK in 2019(Rp. 2,553,000.00). Mangsi Coffee consumers based on psychographic segmentation tend to choosequality products and make coffee consumption habits a trend and lifestyle while Mangsi Coffeeconsumers based on segmentation of consumer behavior tend to choose products according to theirbenefits. Positioning using multi-dimensional scaling analysis (MDS) shows that, Mangsi Coffeepowder is not in one quadrant with all three competing products. The map shows that all four productsare in different quadrants. CA analysis (correspondence analysis), shows the superiority of MangsiCoffee powder products when compared with competitors' products is an attribute in terms ofpackaging. The importance of companies to pay attention to segmenting, targeting, and positioning tobe able to focus on achieving company goals and survive in fierce market competition. The strategy toincrease sales is carried out by adjusting the results of studies in research and the conditions of theMangsi Coffee company so that it can take policies that are in accordance with company goals.

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Keywords: bubuk kopi; positioning; segmenting; targeting

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Section: Articles

Language : EN

In Vol 5, No 1 (2021): Mei 2021

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