BRAND POSITIONING PADA HYPERMARKET DI KOTA PALEMBANG
Abstract: Heterogenity
consumer induces companies do segmented marketing. Perception on brand also
needs appropriate mapping to know the market position. This research aims to cluster
the consumer according to their important attributes and creates perceptual mapping
brand. The gained through the collection of primary data, with the total of 200
participants of hypermarket visitor in Palembang. The result show 3 clusters
that are created with unique and varietetd at characteristics. Futhermore, the
perceptual mapping shows that each hypermarket has their unique position
compared to others. It could concluded that, when cluster of consumer and
perceptual mapping are known, producers can serve consumer better
Keywords:
Cluster analysis, Brand positioning
Penulis: M.
Eko Fitrianto, H.A. Nazaruddin, dan Islahuddin Daud
