文章基本信息

标题：Why is understanding customer attitude toward 4Ps marketing mix important? The case of the livestock input industry in Indonesia
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作者：Sutrisno Hadi Purnomo ; Yi-Hsuan Lee ; Soekartawi 等
期刊名称：Journal of Development and Agricultural Economics
电子版ISSN：2006-9774
出版年度：2010
卷号：2
期号：4
页码：107-114
语种：English
出版社：Academic Journals
摘要：One of the main issues of agricultural development in Indonesia was marketing of agricultural products. It was not only due to the weakness of agricultural marketing policy, but also lack of research, particularly research related to the costumer’s attitude of marketing mix. Understanding of costumer’s attitude of marketing mix was really important. Many literatures indicated that one of the advantages of this was to design the marketing mix strategy. The main purposes of this study were, first, to evaluate the customer’s attitude toward marketing mix among distinct market segments of livestock input industry, and second, to examine the influence of demographic variables on customer attitude toward marketing mix. The methodology used in this study was survey method through distribute of questionnaire to respondents. Respondent of this study was poultry livestock farmer who have used company feed product and kept livestock in Java Island, Indonesia. The findings of this study revealed that, first, the three market segments were perceived differently and second, there was no significance difference among various demographic variables. This finding showed the importance of market segmentation to determine the appropriate strategy. Eventually, this research provided guidance for agribusiness managers to investigate deeply the customers understanding, preferences and perception.
关键词：Customer’s attitude;marketing mix;livestock input industry