Kajian Customer Discovery Sereal Kesehatan Bekatul Terstabilisasi

Abstract

Stabilized rice bran is a form of rice bran that had undergone High Temperature Short Time (HTST) processing technology which diminishes the foul odour producing enzymes. It is highly beneficial for diabetic patients due to its low glycemic index level at 19. The 7.6 million diabetic patients that was recorded in 2012 was providing potential market for stabilized rice bran product. The purpose of this research is to conduct a test problem and solution of stabilized rice bran consumption on diabetic patients thus gaining valuable information regarding customer characteristics to formulate optimal business model. The method implemented during the course of research was action research. Research showed that there are hypothesis of several common main issues diabetic patients, e.g; 1) cereal cannot eaten in anyplace and anytime, 2) healthy cereal do not have good taste, 3) doubt with products cereal with chemical and preservatives ingredients, 4) unpractice preparation of cereal. Therefore the proposed value prepositions are as following; healthy cereal with various taste without preservatives as alternative carbohydrate or healthy snack with practice packaging and practice preparation with customer segments are diabetic patients who have dense activity in a day as well as cereal consumption as additional food of carbohydrate and healthy snack..