ANALYSIS OF THE CONSUMERS PREFERENCES OF LIPSTICK PRODUCT AND ITS RELATIONSHIP WITH THE SEGMENTATION OF THE LIPSTICK PRODUCTS
Journal Title: The Management Journal of Binaniaga - Year 2016, Vol 1, Issue 2
Abstract
The need for lipstick continues to increase along with the emergence of a new lipstick products both domestic and global brands to follow the needs of its consumers, the new product has a variety of functions other than just as a lip color, but also as a moisturizer / lip protection even as treatment. Adult lipstick is packed with advertisements and packaging are very interesting addition to the color choice of more and more. In determining the selection of lipstick products consumers often consider the combination of the main attributes and other factors that are trade-offs. This study aims to determine the attributes and combination of attributes among the most preferred by consumers for a segment of the age and the amount of income. Sources of data in this study were obtained from 138 respondents in the city of Bogor and its surroundings, conjoint analysis is used to determine the usefulness of each attribute and their relative weights as a tool to predict the preferences of a particular segment or as a whole. The results showed the order of importance weight according to the respondents is that the quality attributes (34.95%), the type of color (33.21%) and benefits (31.84%), while the combination of the most preferred products are: lipstick durable / waterproof, according to skin color, and functioning for moisturizing / protective lip. In the description also delivered conjoin analysis results for each age and income segments.
Authors and Affiliations
Mohammad Wartaka
THE INFLUENCE OF HUMAN RESOURCE COMPETENCY ON EMPLOYEES PERFORMANCE
Competition requires every organization to increase the quality in their competitiveness by using high quality and competent human resources. The competency should be beyond academic and working skills alone, and should...
ANALYSIS CONTROL SUPPLIES RAW MATERIALS TO EFFICIENCY COST, USING THE METHOD OF ECONOMIC QUANTITY ORDER AT CV. PQR
The purpose of the implementation of this research is to find the effectiveness of supplies raw materials, the method of analysis data used in the square is the smallest trend for planning raw materials and controling...
ANALYSIS OF THE COMPARISON OF BRAND EQUITY BETWEEN FLEXI PRODUCT AND ESIA PRODUCT IN BOGOR
Globalization era has been insisting on the companies to be able to compete more intense to keep the existence of their companies within the economy of Indonesia refers to telecommunication business. Brand equity is the...
THE EFFECTS OF THE LEADERSHIP AND THE HUMAN RESOURCE CAPABILITY UPON THE SERVICE EFFECTIVENESS OF THE CERTICATION OF LAND OWNERSHIP AT THE AGRARIAN AFFAIRS OFFICE OF TANGERANG
The purpose of the research is to examine the influence of the leadership and HR ability upon the service effectiveness of the land property rights at the Agrarian Office of Tangerang City. The result of the research...
ANALYSIS THE EFFECTIVENESS OF WOMEN EMPOWERMENT THROUGH A NATIONAL PROGRAM OF COMMUNITY EMPOWERMENT (PNPM) VILLAGE SINARSARI, DRAMAGA - BOGOR
The development of micro business mother household in Sinarsari village districts Dramaga Bogor districts is part village economic potential due it was a significant change, saw income housewives fueled the family income...