Analysis of Consumers and Competitors of Sweet Condensed Milk Case on PT Nestle Indonesia

Anisa Listiyani and Rini Kuswati ()
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Anisa Listiyani: Universitas Muhammadiyah Surakarta, Faculty of Economics and Business
Rini Kuswati: Universitas Muhammadiyah Surakarta, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 2024, pp 48-71 from Springer

Abstract: Abstract The more intense the competition and the more open the opportunities for the domestic market, the more the business world is growing in today's era. It means that sweet condensed product has many competitors. This study aimed to determine why consumers chose the product and to find product sales in 3 markets in Magetan and Madiun City. The research uses qualitative data with an inductive approach. This research uses observation and Interviews as data collection techniques. The participant of this research are women or housewives aged 20–45 years old and stored in 3 markets in Magetan and Madiun city. The total informant/participant in the first project was 50 respondents, and for the second project, the entire store observed was 44 at Pasar Barat, Pasar Maospati, and Pasar Besar Madiun. The result of this research indicates that external factors and internal factors from informants influenced consumer behavior. The first external factor comes from the culture or habits of the Indonesian people, who like products that have promos. Social factors and personal factors influence the second. Furthermore, to increase demand for market offers for consumers, companies must know the activities carried out by competitors as insight or evaluation material for their products in the future.

Keywords: two Consumer behavior analysis; theory of planned behavior; sweet condensed milk analysis (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-204-0_6

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DOI: 10.2991/978-94-6463-204-0_6

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