A QUALITATIVE STUDY OF BEHAVIORAL SEGMENTATION ON BLACKCUP COFFEE HOUSE MANADO
Abstract: The objectives of
this study are to identify how behavioral segmentation factors influence the
segmentation of specialty coffee house market especially BlackCup Coffee House
in Manado and to identify effective strategies developed by specialty coffee
house business in Manado in accordance with behavioral segmentation approach.
This is a qualitative study, 10 respondents were chosen by purposive sampling.
They are all customers who ever visited BlackCup Coffee House Manado. The
findings from this research are: Coffee houses with specialty coffee as the
main product began to be the choice for many people, especially for
coffee-drinkers in Manado. Also, considering the coffee house industry with
specialty concept are still relatively new, then business actor should start to
make this as business opportunity to specialty coffee house industry more
widely known in Manado.
Keywords: market segmentation,
behavioral segmentation, consumer behavior, black cup
Penulis: Stephen . Rotinsulu,
Linda . Lambey, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd171101
