STUDY OF FEMALE CONSIDERATIONS IN ... - SGU Repository

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By

Muhammad Azka Prasetya 1611030

BACHELOR‟S DEGREE in

COMMUNICATIONS AND PURBLIC RELATION STUDY PROGRAM FACULTY OF BUSINESS ADMINISTRATION AND HUMANITIES

SWISS GERMAN UNIVERSITY EduTown BSD City

Tangerang 15339 Indonesia

Revision after the Thesis Defense on August 11^th, 2015

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Muhammad Azka Prasetya (1611030)

STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Muhammad Azka Prasetya

____________________________________________

Student

Date

Revision after Thesis Defense on August 11^th,2015

Approved by:

Dra. Hasniati Halim, M.M.

____________________________________________

Thesis Advisor

Date

Loina Lalolo Krina Perangin-angin, S.Sos., MSi ____________________________________________

Dean

Date

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ABSTRACT

EXAMPLE OF BACHELOR THESIS TITLE WITH LENGTH OF TWO LINES

By

Muhammad Azka Prasetya Dra. Hasniati Halim, M.M., Advisor

SWISS GERMAN UNIVERISTY

The big number of women car buyers and how automotive company decided to concentrate in female market segment become the background of this research. The research examines what are considerations that women make before deciding a purchase decision on car buying. The aim of this research is to determine what are these considerations that female make which is related to women‟s consumer behavior which rooted on consumer motivation.

The research is conducted with 44 respondents participated on this research. Using quantitative approach, the research assesses women‟s customer behavior by investigating female using statements which are related to women‟s consumer behavior and motivation being attached to the questionnaire.

Another goal of this research is to translate women‟s consumer behavior into successful advertising and promotion campaign which leads to female being interested to buy the car being advertised. By assessing what women want from the car being marketed helps company to determine how the car is manufactured by putting women‟s considerations in car buying into car features and how promote the company‟s message to women so women is attracted and eventually make a purchase decision on the car.

Keywords: Needs,Wants, Customer Behavior, Marketing,Motivation

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© Copyright 2015

by Muhammad Azka Prasetya

All rights reserved

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I dedicate this work to myself, my family and friends, my thesis advisor, and lastly, automotive industry in Indonesia.

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ACKNOWLEDGEMENTS

Firstly, I wish to thank The Great Allah to give me support to finish this thesis and my family and friends who keep motivating me to finish the thesis. They are supporting me go through hard days of writing this thesis so I can keep motivated to do my best.

I also would like to thank my thesis advisor, Dra. Hasniati Halim, M.M.who guides and supports me in doing my thesis.

I have found my coursework educated me so much to prepare myself in professional work environment, providing me knowledges and skills in preparing my future career.

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Page

STATEMENT BY THE AUTHOR ... 2

ABSTRACT ... 3

COPYRIGHT……….4

DEDICATION………... 5

ACKNOWLEDGEMENTS ... 6

TABLE OF CONTENTS ... 7

LIST OF FIGURES ... 10

LIST OF TABLES ... 11

LIST OF CHARTS………..12

CHAPTER 1 - INTRODUCTION ... 13

1.1 Background ... 13

1.2 Research Problems ... 17

1.3 Research Objectives ... 17

1.4 Research Questions ... 17

1.5 Research Limitations ... 17

1.6 Study Significance ... 18

1.7 Thesis Guideline………..18

1.8 Research Framework………... 19

CHAPTER 2 – LITERATURE REVIEW ... 21

2.1 Introduction to Consumer Motivation ... 21

2.1.1 Maslow‟s Hierarchy of Needs ... 22

2.1.2 Sheth‟s Consumer Motives ... 25

2.2 Introduction to Consumer Behavior ... 26

2.2.1 Consumer Decision-Making Process ... 26

2.3 Introduction toGender ... 29

2.3.1 Gender Influencing Consumer Behavior ... 30

2.4 Introduction to Mix Marketing Communication ... 30

2.4.1 AIDA Mix Marketing Communication Model... 33

2.5 Marketing Communication to Women ... 35

2.6 Previous Studies ... 36

CHAPTER 3 – RESEARCH METHODS ... 38

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3.1 Research Approach ... 38

3.2 Unit of Analysis and Variables ... 39

3.3 Population and Sample ... 39

3.3.1 Sampling Method ... 41

3.4 Data Gathering ... 41

3.4.1 Quetionnaire Design ... 42

3.5 Data Analysis ... 43

3.5.1 Descriptive Statistics Analysis ... 43

CHAPTER 4 – RESULTS AND DISCUSSIONS ... 45

4.1 Women and Cars ... 45

4.2 Data Collection ... 46

4.3 Demographic Data ... 46

4.2.1 Age ... 47

4.2.2 Educational Level ... 49

4.2.3 Monthly Income ... 50

4.2.4 Driving Distance ... 52

4.2.5 Owned Car ... 53

4.4 Data Presentation ... 54

4.4.1 Utility Dimension ... 55

4.4.1.1 Size ... 55

4.4.1.2 Spaciousness ... 56

4.4.1.3 Car Features ... 57

4.4.1.4 Fuel Economy ... 58

4.4.2 Aesthetic Dimension ... 59

4.4.2.1 Design ... 60

4.4.2.2 Color Preferences ... 61

4.4.3 Situational Benefits Dimension ... 62

4.4.3.1 Price ... 62

4.4.3.2 Maintenance ... 64

CHAPTER 5 – CONCLUSION AND RECCOMENDATIONS ... 67

5.1 Conclusion ... 67

5.2 Utility Considerations in Car Buying ... 67

5.3 Aesthetical Considerations in Car Buying ... 68

5.4 Situational Benefits Considerations in Car Buying ... 69

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Considerations in Car Buying ... 70

5.6 Recommendations ... 71

GLOSSARY ... 73

REFERENCES ... 74

APPENDICES ... 78

APPENDIX A Quetionnaire Concept ... 78

APPENDIX B Quetionnaire Design (Indonesian) ... 80

APPENDIX C Quetionnaire Design (English) ... 83

APPENDIX D Quetionnaire Review ... 86

CURRICULUM VITAE ... 88