| Bogasari Flour Mills is the largest wheat flour mills and integrated in one location in Indonesia. One of its superior products is Segitiga Biru flour which is a versatile flour. In purchasing a product, a consumer considers the elements of marketing mix i.e. product, place, promotion, and price. Therefore the company needs to know reaction of consumers and Experts’ viewpoint to the marketing mix. The ultimate goal to be achieved on this research is determine priority of marketing mix elements as a way to respond consumer needs. The result of multiple regression analysis show that the price is the only element influences significanlty with coefficient of 0,41. Sub elements of price that have correlation with price element are affordable price and price as per quality according to factor analysis. According to Experts with AHP method, place element has the greatest influence. However,place element doesn’t have significance effect then only price element is used with weight of 0,25. Merging the two methods show that price as per quality is company’s priority to influence consumer of Segitiga Biru buying behavior. Based on data, Bogasari controls 51% market share of wheat flour in Indonesia. However, its price in market still realtively below the competitor’s price while the quality of Segitga Biru can be reflected from the precentage of its market share. So the company needs to consider the pricing of Segitiga Biru more competitive in order be a better able to dominate the market as market leader. |