Title: PREFERENCES OF PLAIN SUGAR CONSUMERS TOWARDS PRODUCTS, PRICES, PROMOTIONS AND DISTRIBUTION IN SHOPS, MINI MARKETS AND AGENTS TO PRODUCE NEW SUGAR PRODUCTS AT PTPN XI

Author: AMARULLAH SOFA

Item Type : Thesis (Thesis)

Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

 

Abstract

PT Perkebunan Nusantara The granulated sugar distribution system at PTPN This research is expected to provide important information and stimulus to PTPN based on product, price, promotion and distribution elements in the Business to Business concept of shops and agents; 2) describe the characteristics of new granulated sugar products desired by consumers in terms of product, price, promotion and distribution elements. To find out what consumers want, researchers conducted a survey of agents and shops (traditional and modern). These targets were chosen because they (agents and shops) know better what consumers want about sugar. The results of this research are 1) consumer preferences for product mix, price, promotion and distribution in shops, minimarkets and agents, namely: a) product mix is ​​very important according to consumers of granulated sugar in shops, minimarkets and agents; b) the mix of price, promotion and distribution is very important according to granulated sugar consumers in shops and agents; 2) the general characteristics of new sugar that consumers want are: a) product mix, consumers prefer sugar brands using Indonesian, clear white sugar crystals, and odorless; b) price mix, consumers like discounts and bonuses given for transactions in large quantities and prices change according to the size of each package; c) promotional mix, social media that is easy to find and liked by customers is Facebook; d) distribution mix, traditional marketing that consumers like is shops and agents and modern retail that customers like is minimarkets. Direct distribution of sugar from PTPN XI is preferred at minimarkets and agents. Meanwhile, indirect distribution (through agents) is traditional stores.

Keywords: Sugar, Product, Price, Promotion, Distribution, and PTPN XI

 

Sources: http://repository.unair.ac.id/39349/