Analisis Brand Wquity Kecap Korma Pada Konsumen Rumah Tangga (Studi Kasus Konsumen Kecap di Jakarta)

Abstract

Korma is a soy sauce brand that develop 2 segments, householders and horeca (hotel, restaurant, and catering). This brand being a market leader in horeca and it is undirectly describing that Korma can be well accepted by the consumers. Therefore it is should be done a research to know how good is Korma soy sauce’s acceptance in householders with analyzing its brand equity (reputation) that built in the consumers’ mind, with knowing the brand awareness, brand association, perceived quality, and brand loyalty. The research will be done with distributing the questionaire to householders (housewives) in Jakarta. The data-processing result with descriptive analysis shows that most of the respondents are falling into brand recognition (36%) and unaware brand (31%) to the Korma. Then, the consumers who know and have consumed Korma said that it has competitive advantages which are the taste is delicious, easy to sink, enough viscosity, and can improve the food’s delicacy. Besides, they also complained about Korma’s availability in the market. This data were resulted by the Cochran analysis, Semantic Differential Scale, and Biplot analysis. And the last Korma’s customers are having good enough brand loyalty level that relate with the amount of committed buyer (60,87%). The marketing mix strategies that being suggested are maintaining the attributes that already excellence in consumers’ mind (taste, vicosity, and easiness to sink), increasing the product availability through small retailer that can directly interact with the householders, and increasing the word of mouth effect of using Korma through committed buyer.