Pengembangan Pasar Produk Masakan Sayur Terolah Minimal dengan Pendekatan Riset Aksi

Abstract

Indonesian’s vegetable consumption level is relatively low. It is caused by consumption behaviors, nature of vegetables, and vegetable process. The purposes of the research are to identify problems of vegetables consumption, to find a customer segment, to provide solutions, to identify the product positioning and sales channel roadmap, and to generate a business model. This research used action research through customer development which consisted business model hypotheses, problem testing, solution testing, verification, sales channel roadmaping, and product positioning. The results showed that problems were the freshness of vegetables, the availability of time, process, nutrition, and hygiene. Customer segment who had these problems were professional women from middle upper and upper economic class. The solution was minimally processed vegetable dishes. Customer relationship strategy used social media promotion and customer service. These products were distributed through supermarkets. All results of research became into business model for company