Analisis perilaku konsumen wanita bekerja dalam proses pengambilan keputusan pembelian susu low/non fat (studi kasus di Pasar Swalayan Hero Bogor)

Abstract

The aim of this research is to analyze consumers behaviour of female worker in decisionmaking process of lowlnon fat milk buying. The research samples were 50 female workers consumers wich were divide into Hero Pangrango and Hero Pajajaran. The technique sampling used were accidental sampling. Analyzing data is using the statistics of descriptive which are: frequency, percentage and percentile. This research result are indicate that most respondents which consuming milk of lowlnon fat have age less than 35 years old, work at private sector, their education of bachelor degree and diploma and also have nutrition knowledge level of above average. Earnings donot influence respondent to consume milk of lowlnon fat. Recognition of requirement of respondent pursuant to benefit, while seeking of information pursuant to message content and television. Process purchasing, alternative evaluation and focus tidiness of respondent most pursuant to contents of nutrition. Result of respondent evaluation to product express to satisfy and the him of high. Key Word: female worker, decision making, low/non fat milk.