| dc.description.abstract | The sausage business has a good potency, so that resulted in the huge business competition. One of the unit which produce sausage is Badranayas unit. Badranayas should apply the marketing concept which is consumer oriented. The application of this concept is determining mix marketing that consist of product, price, promotion and place. The aim of this research were to analyze the consumer attitudes of the vary atributes on sausage, to analyze the consumer preferences (attitudes) about the sausage and to arrange the alternative of mix marketing based on consumer preferences. The consumer preferences analysed from the consumer attitude value (Ao), this value used the Fishbein Multiatribut analysis, which consist of believeness (bi) and evaluation (ei) of the atibutes which put in sausage Badranayas. The offered sausage are special beef sausage, spesial chicken sausage and the super beef sausage. There are the same result of three products based on the consumer attitudes value, the likest atribute is labelling halal meanwhile that the dislikest one is promotion atribute. The implication of product mix are retaining halal labelling, labelling the date expired on all products, and increasing the various of sausage flavour. Implication of price mix are getting a discount of the products in certain days or to mantain the price, but with the following of the quality increasing. The implication of places mix are increasing the customer services and its comfortables when they shopped in the shop. Keywords : sausage, consumer preferences, mix marketing | en |
