Suryadi, Arif and Edison, Alfa (2016) Choosing Store Type Using Cluster Analysis and Multiattribute Attitude Model for a Consumer Product Store in Bandung. In: The 18th International Conference on Industrial Engineering, October 10-12, 2016, Seoul.
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Abstract
The research conducted at a store which sells consumer product in Bandung, Indonesia. The purpose of the study was to find a store type which preferred by consumers using Multiattribute Attitude Model. The store type in study were supermarket, mini market, and convenience store. Questionnaires were distributed at the location of the store to its customers. The research variables were developed from Activity Interest Opinion (AIO) and Marketing Mix concepts. Cluster Analysis was used to find the characteristics of consumer and Multiattribute Attitude Model was used to find the store type which consumers preferred. The findings were that the consumers were categorized into 3 groups. The community and sports group (39%), community and shopping group (19%) and general group (42%) and the type of store which they preferred was the supermarket.
| Item Type: | Conference or Workshop Item (Paper) |
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| Uncontrolled Keywords: | Supermarket, Mini Market, Convenience Store, AIO, Marketing Mix, Multiattribute Attitude Model |
| Subjects: | T Technology > T Technology (General) |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 19 Sep 2017 02:16 |
| Last Modified: | 19 Sep 2017 02:16 |
| URI: | http://repository.maranatha.edu/id/eprint/23186 |
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