MODEL ANALYSIS OF CUSTOMERS’ ATTITUDE AND BEHAVIOUR UPON INSTANT NOODLE PRODUCTS
Journal Title: The Management Journal of Binaniaga - Year 2018, Vol 3, Issue 1
Abstract
This research aims to figure out the attitude and behavior of the consumers upon instant noodles, and to find out a relative value of affecting attributes. Data resources of this research have been obtained from 200 respondents in south of Jakarta. The research has applied statistics analysis covering the analysis of multi attribute model of Fishbein, subjective norms and theory of reasoned action. The result of fishbein attitude analysis is as follows; from the four attributes being evaluated, the most important one is taste variety of 2.57 scores, then easy to cook of 2.54 scores, ‘halal’ (free from pig substance) of 2.48 scores and easy to get the product of 2.46 scores. The smallest value is given to the packaging attribute of 1.58 scores. It has explained that the respondents have considered that the packaging attribute is not as important as the other attributes. Nevertheless its scoring is still within an important category. Refers to the four rands eing evaluated and refers to the ehavior model anal sis, ndomie has had positive ( > 0 ) category, it means that the consumers’ ehavior for this product is good or positive, so Indomie has gained the biggest value of 76.65 comparing with other brands. Obviously the consumers prefer to buy Indomie more than the other brands. The marketing strategy has applied the following efforts; as a product leader, it has to maintain the most important attribute given by the respondent; as a competitive product, it has to find out the weaknesses of the leader trustworthy value. However as the follower, it has to improve the respondents’ trust for the attri utes being evaluated by imitating or equalizing the product leader.
Authors and Affiliations
Eduardsah . , Mohammad Wartaka
Keywords
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- EP ID EP421909
- DOI 10.33062/mjb.v3i1.183
- Views 55
- Downloads 0
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