Analysis factors causing buying interest: a case study of real good milk brand

Lestari, Rahardjo Dian (2008) Analysis factors causing buying interest: a case study of real good milk brand. Bachelor thesis, Petra Christian University.

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This research was purposed to identify the preference factors of buying interest toward Real Good milk brand. The buying interest process of Real Good milk brand is analyzed by marketing stimulant (product, price, promotion, and place). The research was done in Surabaya, in order to get non probability -purposive sampling, by distributing questionnaires `to 115 respondents. The respondents are people with the age above 17* years old and have ever consumed Real Good milk brand. Each respondent was asked to judge his preference by choosing from very disagree till very agree gradually of five alternatives of Likert scale. Primary data were collected and analyzed by using the technique of Factor Analysis. The result of this research concludes that there are six groups of factors of that causing buying interest of customer, which are the product benefits, kinds of promotions (promotion 1 and promotion 2), price, place, and the quality of the advertisement.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: buying interest, preference factors, milk customer
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 31 Mar 2011 20:35
URI: http://repository.petra.ac.id/id/eprint/316

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