SEGMENTASI PASAR KOPI BUBUK BALI BANYUATIS DI KOTA DENPASAR

Abstract

This study aims to identify the Kopi Bubuk Bali Banyuatis market. The
market segments of Kopi Bubuk Bali Banyuatis is formulated through the data analysis
of consumer’s behavioral and psychographic by the method of Cluster Analysis
using the K-Means Cluster subsequent cross tabulated with demographics. The
results: Segment-1, (42.9%), predominantly male, middle-aged, high school
education, self-employed and middle-income. Consumer behavior, consumption
levels often, the readiness to buy is very high because they understood the product,
be positive about the product, and its benefits. Psychographic consumer, including
the category of active, modern, optimistic, and relatively established. Income
rate varies from lower class to upper class. Such a potential segment as  market
target. Segment-2, (35.7%), male-dominated, younger age, high school education,
private employees, and middle-income.Consumer behavior, consumption levels are
rare, the readiness to buy is moderate, attitudes toward products and its benefits is
positive. Psychographic consumer, simple and optimistic. Considerable potential as
a market target after segment-1. Segment-3, (21.4%), male-dominated, middle-aged,
high school education, private employees, and middle-income.Consumer behavior,
consumption levels are very rare, low readiness to buy, attitude towards the product
and itsbenefits is negative. Psychographic consumer, logical, normative, homely and
thus less potential as a market target . Based on size and market structure and the
objectives and resources of the company, the segment-1 was chosen as the target
market by the company.

By understanding market segmentation and know its customers, the  policy will be
easier to be taken in marketing the products. Selection of promotion strategies will
be more focused, able to provide satisfaction and increase customer loyalty.