Jamu Brand Indonesia: Consumer Preferences and Segmentation
Journal Title: Archives of Business Research - Year 2017, Vol 5, Issue 3
Abstract
Indonesia is one of the countries that develop traditional herbal medicine, which is called Jamu. However, Jamu is consumed by the poor. Meanwhile, the rich prefer to use modern health treatment. In addition, there is no sufficient confident of people to consume Jamu as their main medical treatment. Hence, identification of potential consumer of Jamu from demographic characteristics and exploration of consumer preferences of Jamu according to the market segments in Indonesia is important for herbal medicine industry to develop a consumer-based marketing strategy. Cramer’s Vtest statistical test was used for the analysis of 183 data survey. The findings are consumers of Jamu assumed that Jamu is cheap, easy to obtain, have no side effects, natural, and safe to be consumed. But, they considered herbs as an alternative medicine or therapy, and even as the last resort. Jamu is potential to be developed by product and pricing differentiation, and packaged as a product that emphasizes value with halal certification. In addition, the classification of Jamu as Phytopharmacy has not affected consumer purchasing decisions as it has not been included in the health care system. For middle up segments, Jamu needs a strong brand using English language and required medical professionals as an advisor.
Authors and Affiliations
Bulan Prabawani
Keywords
Related Articles
- EP ID EP313978
- DOI 10.14738/abr.53.2841.
- Views 59
- Downloads 0
Impact of Corporate Governance on Internet Financial Reporting in a Growing Economy: The Case Of Nigeria
The study aims at examining the impact of corporate governance on IFR among listed banks in Nigeria. The review of literatures reveal that IFR is one of the most efficient means of communication with investors and the pr...
Managing with or Without Unions: A Matter of the Frame of Reference
It is possible to manage with or without unions depending on the frame of reference that management embraces. However, there are advantages and disadvantages to whichever frame of reference a management chooses. Managing...
Model of Academic Service Quality at School of Management and Informatics in Bandung, Indonesia.
The globalization era and the rapid technological developments lead to the high demand of qualified human resources. Thus, educational institutions must produce qualified and highly competitive graduates. . Otherwise, th...
Prevalence of Hepatitis B and Its Associated Factors Among Pregnant Women in Mogadishu, Somalia
Background: Hepatitis B is a major global health problem caused by viral infection that attacks the liver and can cause both acute and chronic disease. There are about 65 million individuals who carry HBV in Africa, with...
The Extent of Applying the Balanced Scorecard at the Jordanian Universities: Comparative study between the Government and Private Universities
This study aims to identify the application extent of Balanced Scorecard (BSC) in Jordanian universities, and the variation extent in application between government and private Universities. It also aims to identify the...