Proceedings of the International Conference on Innovation in Research (ICIIR 2018) – Section: Economics and Management Science

Analysis of the Characteristics of Potential Consumer Based on Motivation, Personality and Lifestyle of East Java Batik Consumer

Authors
Lestari Lestari, Kristiningsih Kristiningsih, Wiwik Herawati
Corresponding Author
Lestari Lestari
Available Online July 2019.
DOI
https://doi.org/10.2991/iciir-18.2019.25How to use a DOI?
Keywords
segmentation; targeting; motivation; personality; lifestyle; cluster analysis
Abstract
The purpose of this study was determined the characteristics of batik consumers in East Java that would be useful in determining the strategy of market segmentation and targeting of batik products. In this study consumers could be segmented on the basis of several things, among others, based on their motivation in purchasing, personality and lifestyle. The type of research used was descriptive research, with data collection techniques was using questionnaires and distributed to batik customers in East Java in four research areas namely Sidoarjo, Bangkalan Madura, Tuban, Lamongan and Surabaya as batik centers of East Java. The sampling method was mixed between Purposive sampling and area sampling. While the data analysis technique used in this study was K Means cluster analysis. The result of the research showed that batik respondents of East Java were divided into 4 clusters in which the highest number was cluster 1 which had the following characteristics. So the batik marketer should considered the characteristics for the target market and did the right strategy for handling this cluster.
Open Access
This is an open access article distributed under the CC BY-NC license.

Download article (PDF)

Cite this article

TY  - CONF
AU  - Lestari Lestari
AU  - Kristiningsih Kristiningsih
AU  - Wiwik Herawati
PY  - 2019/07
DA  - 2019/07
TI  - Analysis of the Characteristics of Potential Consumer Based on Motivation, Personality and Lifestyle of East Java Batik Consumer
BT  - International Conference on Innovation in Research (ICIIR 2018) – Section: Economics and Management Science
PB  - Atlantis Press
SP  - 137
EP  - 141
SN  - 2352-5428
UR  - https://doi.org/10.2991/iciir-18.2019.25
DO  - https://doi.org/10.2991/iciir-18.2019.25
ID  - Lestari2019/07
ER  -