评估在爪的品牌转换水平和成长乳制品的行为:结构方程建模和多组分析
Sunardi1, Jangkung Handoyo Mulyo2, Irham2
1Agribusiness Management, Faculty of Agriculture, Universitas Gadjah Mada (UGM), Indonesia.
Heliyon
|May 30, 2023
概括
在成长乳 (GUM) 消费者中,高品牌转换是由负面经验和产品问题驱动的. 在Java的农村和城市中/低社会经济阶层中,营销策略可以是统一的.
科学领域:
- 消费者行为 消费者行为
- 营销策略 营销策略
- 社会经济分析 社会经济分析
背景情况:
- 成长奶 (GUM) 主要由印度尼西亚中低社会经济阶层的1-3岁儿童消费.
- 了解消费者品牌转换对于GUM制造商来说至关重要,以保持市场份额和客户忠诚度.
- 爪的人口几乎均地分为农村和城市人口,其中很大一部分属于目标社会经济领域.
研究的目的:
- 量化Java中GUM消费者之间的品牌转换程度.
- 确定影响GUM消费者品牌转换行为的关键因素.
- 为了比较农村和城市GUM消费者在中低社会经济层之间的品牌转换模式.
主要方法:
- 在东爪和D.I.的419名GUM消费者接受了指导面试问卷. 雅加达. 雅加达. 雅加达.
- 用有目的的抽样来选择研究受访者.
- 部分最小平方-结构方程建模 (PLS-SEM) 和多组分析 (MGA) 用于数据分析.
主要成果:
- 该研究显示,在Java的GUM消费者中,品牌转换率高达57%.
- 品牌转换的关键驱动因素包括以前的负面经验 (特别是有缺陷的产品),寻求多样性,产品属性差,以及客户不满.
- 在指定的社会经济群体内,农村和城市消费者之间没有观察到品牌转换行为的显著差异.
结论:
- 由于类似的品牌转换行为,GUM制造商可以在Java中为农村和城市中低社会经济消费者实施一致的营销策略.
- 解决消极客户体验和产品质量问题对于提高GUM品牌忠诚度至关重要.
- 这些发现为GUM市场细分和促销活动开发提供了可操作的见解.
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