This research is attempt to bring out marketing mix that dominate the consumer behavior in purchasing beef, to know marketing factors model that recognized by consumer to purchase the beef and to know what marketing strategy implemented by Hypermart MATOS. The research conducted from May to July 2018 involving 100 respondents. A purposive sampling methods was carefully used in determining respondents. Research is conducted by gathering data from primary source that is questionnaire and secondary source directly collected from the firm. Primary data analysis processed in order to highlight factor model that considered by consumer and SWOT analysis to describe company’s condition in specifying marketing strategy. The result shows that marketing mix most considered by consumer to purchase the beef including the product it self, place and promotions influences 26,414 percent, 26,165 percent and 22,778 percent, respectively. Factor model we considered including: factor 1 : competitive price and product it self such variable X5 (flavor), X7 (color), X8 (expiration date), X11 (price changes); factor 2 : the package involving variable X1 (packaging form), X2 (the package easy to open), and X3 (packaging materials); factor 3 : display product on show case as variable X4 (product display). Each factor model has their impacts 33,474 percent, 14,948 percent and 11,413 percent, respectively. Marketing strategy growth and build consists of market penetration by selling product in lower price to market segment which is sensitive to price, product development (diversification) referred to product factor model and price comparison, packaging and displays by giving recipes information from each type of beef and market development in order to fit demography condition and beef consumer characteristics in Malang.
The study was conducted on several independent pattern broiler breeders in Karangploso District, Malang Regency, East Java Province. This type of research is quantitative research. The choice of location is based on the consideration that based on secondary data obtained from the Animal Husbandry and Animal Health Office of East Java Province, it is stated that Karangploso Subdistrict is one of the regions with the largest broiler population in Malang, amounting to 1,044,402 in 2018 (Malang Animal Husbandry, 2018). This aim of this research is to analyze the average amount of income and the amount of profit generated from independent pattern broiler chicken farming in Karangploso District, Malang Regency. Data collection was carried out in January 2019 - February 2019 with a purposive sampling method with criteria. The sample used is all independent breeders of broiler chicken with a total of 13 respondents. Quantitative analysis is calculated from total revenue, revenue, R / C ratio, BEP, ROI, and Payback Period (PBP). The results can be concluded that the independent pattern of broiler business in Karangploso District is feasible to be developed. The calculated value of the R / C ratio, BEP, and ROI is increasing from year to year. The average R / C ratio> 1, which is 1.07%. The average value of BEP, ROI, and PBP increased from 2016 to 2018, so that the independent broiler chicken breeding business can be declared profitable and feasible to be developed.
Various brands of formula milk offered by many companies make mothers having under five year old children difficult to make decision to buy formula milk. The purposes of this study were to analyze the simultaneous and partial effects of culture, social, personal, psychological, product and price variables on buying decision of formula milk, and to analyze the variables having dominant influence on the purchasing decisions of formula milk at Malang City. This study was conducted at Lowokwaru, Kedungkandang, Blimbing, Sukun and Klojen Districts of Malang City from November to December 2012. The method used for this study was an explanatory survey method using questionnaires to collect data from 120 mothers having under five year old children consuming formula milk that were selected by an accidental sampling method. Data of respondents were measured using Likert Scale that ranged from 1 (strongly disagree) to 5 (strongly agree). A multiple linear regression model was used to predict the effects of culture, social, personal, psychological, product and price variables on purchasing decision. The results showed that the six variables simultaneously affected significantly the purchasing decision of formula milk at Malang City. The six variables contributed 83.5% of the variation in formula milk purchasing decision. Partially, culture, social, personal, psychological, and product variables positively influenced the purchasing decisions of formula milk, while price variables did not significantly influence the purchasing decision of formula milk. Culture variable was the most dominant variable influencing purchasing decision of formula milk.
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