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SEGMENTASI BERDASARKAN PSIKOGRAFIK RESTORAN SIAP SAJI KENTUCKY FRIED CHICKEN DI SURABAYA

YATINDRA, PRADANA TEGAR (2013) SEGMENTASI BERDASARKAN PSIKOGRAFIK RESTORAN SIAP SAJI KENTUCKY FRIED CHICKEN DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Kentucky Fried Chicken company in Surabaya as a provider of fast food restaurants are in need of the application of marketing principles that are its implications, one of the first things that needs to do is to segment the market in order to obtain a picture map of Kentucky Fried Chicken customers. By looking at a map of this restaurant or a consumer, then the decision maker will always base his decision on the actual circumstances of the consumer. Increased consumer Kentucky Fried Chicken fast-food restaurant with limitations that are owned by the Kentucky Fried Chicken manager resulted in the need for focused service that is really needed and wanted by consumers Kentucky Fried Chicken restaurants. To find out how the segmentation based on Lifestyle, Social Class, and Personality consumers Kentucky Fried Chicken fast-food restaurant in Surabaya. According to Lowe and Worsley: 2002 "there are several factors such as social class, lifestyle, and personality characteristics of cognitive and value that is psychographic approach because these factors enable marketers to betterunderstand their customers and exploring in appropriate strategies to determine the target products them on a specific segment of the population." The object of research in this study is consumers' Kentucky Fried Chicken fast-food restaurant in Surabaya, which totaled 100 respondents. The data required is the primary data, which collected from respondents by using a questionnaire that must be consumer Kentucky Fried Chicken fast-food restaurant in Surabaya. And variables used are the characteristics of respondents and variables comprising psychographic lifestyle, social class, and consumer personality Kentucky Fried Chicken fast-food restaurants in Surabaya Clusters Based on the analysis results can be concluded that there were two segments on each psychographic variables (lifestyle, social class and personality), the author gives suggestions for Kentucky Fried Chicken fast-food restaurants in Surabaya make choices that are formed in two segments, which have market shares The biggest and doing development or diversification that has been tailored to the characteristics of consumers in that segment. Keywords: Variables Psychographic Segmentation, Clusters analysis, research Kentucky Fried Chicken

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 23 May 2017 01:31
Last Modified: 23 May 2017 01:31
URI: http://eprints.perbanas.ac.id/id/eprint/1087

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