DIFFERENCES IN PREFERENCES AND MARKET SEGMENTATION ON MOTORCYCLE

Abstract

Competition motorcycle industry that is more strict evaluation of consumer behavior is needed to attract customers by providing the best facilities provided by the manufacturer of motorcycles. Based on this, the researchers wanted to find out what factors affect consumers plilihan on a motorcycle. This study used a test to ensure validity and reliability of questionnaires that will be really good in measuring symptoms and produce valid data. The method used from the data processing that is by using factor analysis, discriminant, Crosstab, and Anova. Based on the results of factor analysis to classify the product variable (motor attributes) provided by the company can be reduced to three factors and provide a model dimension, the dimension of assurance dimension of service and post purchase. By testing the most discriminant variables known to influence consumer choices difference on a motorcycle is the availability of authorized workshops, availability of spare parts, design, resale price, keiritan fuel usage, engine durability. Identification of variables including demographic variables dekspritor segments are variable and behavioral variables. Anova of products, there are differences in each segment of the demographic variables gender