Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

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

Authors
Anisa Listiyani1, Rini Kuswati1, *
1Faculty of Economics and Business, Universitas Muhammadiyah Surakarta, Surakarta, Indonesia
*Corresponding author. Email: rk108@ums.ac.id
Corresponding Author
Rini Kuswati
Available Online 4 October 2023.
DOI
10.2991/978-94-6463-204-0_6How to use a DOI?
Keywords
two Consumer behavior analysis; theory of planned behavior; sweet condensed milk analysis
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2023
ISBN
10.2991/978-94-6463-204-0_6
ISSN
2352-5428
DOI
10.2991/978-94-6463-204-0_6How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Anisa Listiyani
AU  - Rini Kuswati
PY  - 2023
DA  - 2023/10/04
TI  - Analysis of Consumers and Competitors of Sweet Condensed Milk Case on PT Nestle Indonesia
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 48
EP  - 71
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_6
DO  - 10.2991/978-94-6463-204-0_6
ID  - Listiyani2023
ER  -