Penentuan Segmen Pasar Produk Private Label Makanan Siap Saji (Studi Pada Circle K Surabaya)

Abstract

Segmentation market provides an opportunity for retailers to adapt their products to consumer demand. The study aims to determine the market segment of private label ready-to-eat foods products at the Circle K. The study used a descriptive analysis to describe the characteristics of the consumer, K-mean cluster analysis to determine market segments, SWOT analysis to formulate company strategic factors. The results showed: 1) market segments that form the majority of consumers are women, aged 15-25 years, high school education background, unmarried, working as an employee, living in Surabaya, know ready-to-eat food through friends, buy to eat, buy once a week, try a new buying habits, willing to recommend, interested in buying after informed, it is not easy to get bored with ready-to-eat food, a positive response to ready-to-eat food as healthy and nutritious food, has the quality and nutritional value good, does not make fat, can be consumed by all consumers in all ages, guaranteed clean, and has a sufficient portion for one meal. 2) The possibility of strategic alternatives is maintaining product quality, improve service quality, product innovation, add outlets, increase promotion, maintaining the basic characteristics of products, improving relationships with customers.