ANALISIS PREFERENSI PASAR TERHADAP PEMILIHAN MERK ASING ATAU MERK LOKAL (Studi Perilaku Konsumen Terhadap Makanan Cemilan di Indonesia)

Abstract

Competiti which increasingly complex need a decision accurate strategy to increase perfomance marketer brand local. This research was aim to giving comprehension for marketers brand local about strategy that should used to face brand foreign. Therefore, this research focused to analyze an opinion people regarding brand foreign and brand local, and to analyze market share from both of that brand.
Sample taken as much 1.000 people by conveniens, which distributed all over in 2 city that is Semarang and Surakarta. Instruments that used are factor analysis and statistic descriptive analysis.
The result denote that opinion people regarding food snack which branded foreign are safety and healthy, suitable with taste and appetite, practical and economical, fresh, normally price, durable, hygienic and interesting. While food snack traditional implied as food which has normally price, suitable with a taste, durable and atractive, fresh, nourishing, and more volume. Probability in the future the people still want that products. This thing reflected by opinion segment, heart segment, and market segment which relative good.
Keywords: brand foreign, brand local, instrinsict value, ekstrinsict value, nationality.