Detail Analisis Segmentation, Targeting dan Positioning Produk TV LCD 32 Inci sebagai Strategi Pemasaran Bibliografi Author: ADIYANTI, MIRA RACHMI ; Wiryawan, Nizam (Advisor) Topik: Segmentation; Targeting and Positioning of LCD TV Product Bahasa: (ID )     Penerbit: Program Studi Magister Manajemen Sekolah Pascasarjana Universitas Katolik Indonesia Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2009     Jenis: Theses - Master Thesis Fulltext: Mira Rachmi Adiyanti Master Theses.pdf (895.62KB; 75 download) Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: MM-532 Non-tandon: tidak ada Tandon: 1  Lihat Detail Induk Abstract Liquid Crystal Display Television (LCD TV) has been introduced since the beginning of 2005. By using flat screen monitor technology, LCD TV is slim and the picture produced is much more clear. Compared to Plasma TV, LCD TV don’t need cooling system so much, that is why the sound produced was even better. The LCD Television have all sort of features although the price is in fact, relatively more expensive. Market study in Asia has proven that in 2006 the sale of LCD TV was firstly produced more sales in comparison to Plasma TV. Furthermore, recent study shown that in 2007 LCD TV even becoming more popular than Plasma TV. There was trends in that LCD TV producers wish to introduce lower price and offer best technology. So far, the most popular item is 32 inch LCD TV that especially producing high quality of picture and sound. The same situation has also been expressed by Chip magazine (2007: 119) that at this moment, 50% of LCD TV market share was dominated by the 32 inch type. This study was designed as descriptive research. The aim of the study is to find out factors that influence the consumer decision to buy. This research uses questioner in order to collect quantitative data. Fifth respondents were taken from the consumers who bought LCD TV product at PT. Electronic Solution Indonesia, Poin Square. The analytical method used in this study was OMS (Overall Mean Score). Meanwhile, descriptively, the consumer who attracted to buy LCD TV create a segment of consumer who were mostly male, more than 40 years old, middle up socioeconomic level, earn more than Rp. 5 000.000.- a month, and working in private sector. Furthermore, some suggestions could be given to the following institutions : 1) PT. Electronic Solution Indonesia should : a) promote 32 inch LCD TV as primadona with proven attractive selling points because this was the LCD TV of choice. b) deliver better after sales service to achieve customer satisfaction. Reliability, assurance and responsiveness in after sales service are key performance indicators of service quality to satisfy the customer. c) give special attention toward efficient LCD TV production and distribution to achieve cost-effectiveness, which in turn bringing into affordable price. More middle socioeconomic level will be covered if LCD TVs price is becoming lower. 2) The academic institution has to contribute in : a) developing further research on segmentation, targeting and positioning of LCD TV b) giving contribution on marketing research of LCD TV product in another field of interest such as retailing c) putting special attention to LCD TV as future electronic product because LCD TV is considered as safer TV compared with CRT TV in terms of its radiation effect. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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