Market Segmentation of Fruit Consumption Based on Consumer Lifestyle in Jogjakarta
Title
Market Segmentation of Fruit Consumption Based on Consumer Lifestyle in Jogjakarta
Background
Consuming fruit is already a part of Indonesian people lifestyle. By that, selling fruit is a scrumptious business. But in fact, there are a lot of fruit seller who did not apply marketing technique such as market segentation in order to attract more customer and gain more profit. Compare with successful fruit seller such as KemChick, Fresh, and Total which can gain IDR millions in a day because they understand their costumer, the fruit seller in Jogjakarta (especially in Colombo street) they only gain really small profit. This caused by selling wrong type of fruit to their common buyer, they should cover more expense from rotten fruits.
Problem Statement
Nothing in business works unless markets are correctly defined, mapped, quantified and segmented (Ian Dunbar, 2013). As have mentioned earlier, the fruit seller did not use market segmentation therefore they did not know well who are their customer. Here are some problem statements this research tries to investigate. 1. What factors from consumer lifestyle that can be used to analyze market segmentation? 2. Does market segmentation influence the profit gain for fruit seller? 3. What are important outcome can fruit seller got from market segmentation?
Scope of the Research
This research will assess fruit consumers aged between 15-50 years old in Yogyakarta, with varies background to find out factors of lifestyle that influence their buying pattern.
Research Objective
The aim of this sudy is to know which factors that affect people on buying fruit. Further more, to understand fruit buying behavior of Jogjakarta people. This perhaps can be sollution for fruit seller to gain more profit by applying the right strategy.
The market segmentation analyzed through consumer lifestyle. The factors that will be use to analyze are occupation, income, education and knowledge about healthy lifestyle.
Market Segmentation of Fruit Consumption Based on Consumer Lifestyle in Jogjakarta
Background
Consuming fruit is already a part of Indonesian people lifestyle. By that, selling fruit is a scrumptious business. But in fact, there are a lot of fruit seller who did not apply marketing technique such as market segentation in order to attract more customer and gain more profit. Compare with successful fruit seller such as KemChick, Fresh, and Total which can gain IDR millions in a day because they understand their costumer, the fruit seller in Jogjakarta (especially in Colombo street) they only gain really small profit. This caused by selling wrong type of fruit to their common buyer, they should cover more expense from rotten fruits.
Problem Statement
Nothing in business works unless markets are correctly defined, mapped, quantified and segmented (Ian Dunbar, 2013). As have mentioned earlier, the fruit seller did not use market segmentation therefore they did not know well who are their customer. Here are some problem statements this research tries to investigate. 1. What factors from consumer lifestyle that can be used to analyze market segmentation? 2. Does market segmentation influence the profit gain for fruit seller? 3. What are important outcome can fruit seller got from market segmentation?
Scope of the Research
This research will assess fruit consumers aged between 15-50 years old in Yogyakarta, with varies background to find out factors of lifestyle that influence their buying pattern.
Research Objective
The aim of this sudy is to know which factors that affect people on buying fruit. Further more, to understand fruit buying behavior of Jogjakarta people. This perhaps can be sollution for fruit seller to gain more profit by applying the right strategy.
The market segmentation analyzed through consumer lifestyle. The factors that will be use to analyze are occupation, income, education and knowledge about healthy lifestyle.
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