Analysis of the Characteristics of Potential Consumer Based on Motivation, Personality and Lifestyle of East Java Batik Consumer
Lestari Lestari, Kristiningsih Kristiningsih, Wiwik Herawati
Available Online July 2019.
- https://doi.org/10.2991/iciir-18.2019.25How to use a DOI?
- segmentation; targeting; motivation; personality; lifestyle; cluster analysis
- 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.
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 -