Segmentation and Product Positioning o f Mountain Shoes at PT. Boogie Advindo
R E K Y
The objectives of this stitdy are to analyze consirmer behavior in buying process of nrountain shoes, to segnientize the n~arket based on consirr~rer 's psichography and make product positioning of mountain shoes base on consirmer'spreference andperception.
The results ivill be recommended to strengthen the marketing strategy of PT. Boogie Advindo.
The data ivas collected from 79 respondents in Bogor. Segmentation was analysed by using the k-mean cluster, correspondece analysis was used to identify the product positioning.
The resirlts showed that the respondents corrld be devided in to 3 segments that were rational (45,57 %). trendsetter (34,18 %). and folloii~er (20,25 %), and demographically were male consr~mption expense behveen 20-25 year with high school and university level, and consrtmption exspese 100.000
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500.000 rirpiah. Bose on the positioning resrrlts the product was positioned by respondentsperception at qiraliry artdpleasitre in irsing it.To be able to use the market opportuniry is ivomen's segment, the company mrrst research the ivomen needfirst. Above the line proniotion has to be considered to build branddesire and to increase the sales. Promotion has to be niode base on qt~olity and pleasur in itsing attribute.
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