The Factors to be considered in launching new product of rice milling unit in PT. Pura Barutama engineering division

Hariyadi, Robin and Wijaya, Teddy Ricardo (2009) The Factors to be considered in launching new product of rice milling unit in PT. Pura Barutama engineering division. Bachelor thesis, Petra Christian University.

Abstract

This thesis analyzes the important factors of customers that will determine successful commercialization of rice milling unit product development process. The thesis is done with the realization of the background that PT. Pura Barutama has never been yet involved in mass product marketing which it wants to enter. As successful commercialization means an actual purchase, the objective of this research is to find out the most important factors that affect ones? buying decision and who are those mass buyers. Therefore, consumer behavior and segmentation concept is used to comprehensively understand the whole process of buying decision and the subsequent market. Then, factor analysis is utilized to crystallize the most important factors while cluster analysis-multidimensional scaling is utilized to segment the market. From 30 respondents, five most important factors are extracted which in the order of importance are business operation, economical feasibility, process capability, product design, and availability of the machine. segment analysis reveals that there is a single very large segment of 83.3% for " strategic-value-customersi ".

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