Market Segmentation of Fruit Consumption Based on Consumer Lifestyle in Jogjakarta

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Title
Market Segmentation of Fruit Consumption Based on Consumer Lifestyle in Jogjakarta

Background
Consuming fruit is already a part of Indonesian people lifestyle. By that, selling fruit is a scrumptious business. But in fact, there are a lot of fruit seller who did not apply marketing technique such as market segentation in order to attract more customer and gain more profit. Compare with successful fruit seller such as KemChick, Fresh, and Total which can gain IDR millions in a day because they understand their costumer, the fruit seller in Jogjakarta (especially in Colombo street) they only gain really small profit. This caused by selling wrong type of fruit to their common buyer, they should cover more expense from rotten fruits.

Problem Statement
Nothing in business works unless markets are correctly defined, mapped, quantified and segmented (Ian Dunbar, 2013). As have mentioned earlier, the fruit seller did not use market segmentation therefore they did not know well who are their customer. Here are some problem statements this research tries to investigate. 1. What factors from consumer lifestyle that can be used to analyze market segmentation? 2. Does market segmentation influence the profit gain for fruit seller? 3. What are important outcome can fruit seller got from market segmentation?

Scope of the Research
This research will assess fruit consumers aged between 15-50 years old in Yogyakarta, with varies background to find out factors of lifestyle that influence their buying pattern.

Research Objective
The aim of this sudy is to know which factors that affect people on buying fruit. Further more, to understand fruit buying behavior of Jogjakarta people. This perhaps can be sollution for fruit seller to gain more profit by applying the right strategy. The market segmentation analyzed through consumer lifestyle. The factors that will be use to analyze are occupation, income, education and knowledge about healthy lifestyle.

Contribution of Research
To fruit seller who has not applied marketing strategy, hopefully this research can help fruit sller to understand how to sell fruit to right customer. To my fellow academician, hopefully this research can be used as guidance for other research.

Literature Review
Consumer Segmentation
Segmentation’s primary purpose has been to identify segments that differ in their purchasing power, aspirations and market behavior (Allenby, Fennell, Bemmaor, Bhargava, Christen, Dawley, Dickson, Edwards, Garratt, Ginter, Sawyer, Staelin and Yang, 2002; Hoek, Gendall and Esslemont 1998; Yankelovich and Meer, 2006). The consumer’s ability to exert control over communications channels has changed the interface between organizations and the market. Shifting power relations have major implications for consumer expectations, purchasing decision-making, distribution, concepts of customer value and the way that business is transacted (Higgs and Ringer, 2007). Increasing market fragmentation, heterogenity of demand and the rise of knowledgeable cophisticated consumers who want to be treated indivisually have been well documented (Firat and Schitlz, 1997; Hart, 1995; Proctor and Kitchen, 2002). To cope with individualised demands, marketers are leveraging new interactive communications to reach individual customers with customised offerings and develop tailored marketing programs in a process known as mass-customisation (Bardakci and Whitelock, 2005; Hart, 1995). Interactivity allows for two-way, real-time dialogue between marketers and consumers. Interactive audiences leave behind valuable transaction histories which can be used to enrich our understanding of market behavior. By mining this rich data resource, marketers can improve market responsiveness (Maclaran and Catterall, 2002; Richardson-Barenham, 2004).

Fruit Consumption
Regular consumption of fruits is associated with a myriad of health benefits. However, gender, income, taboos and knowledge score...
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