Analisis Positioning Pada Toko Buah All Fresh Fruit Cabang Bogor

Abstract

The trend of healthy lifestyle and the increasing of the average per capita of fruit consumption indicate that people of Bogor are aware of healthy diet. The offerings make the target market recognizes the offered benefit and corporate image through Positioning. The purposes of this study are to identify the consumers characteristics with descriptive analysis, to analyze the nearest competitor using the Multidimensional Scaling, to analyze the positioning All Fresh Fruit using Biplot analysis, and to analyze the loyalty of the fruit shop customer using the Brand Pattern Switching Matrix. The result indicated that consumer characteristics are dominated by women with bachelor degree and upper middleclass income. The closest competitor is Total Buah Segar that have Euclidean distance of 0.0192 with stress of 0.13 percent. The mapping result of positioning method using biplot analysis, All Fresh Fruit has the attribute closeness on comfort and cleanliness of the store (P4), the availability of parking area (P9), and the current access road (P11), whereas for the level of consumer loyalty of All Fresh Fruit was on 87.55 percent which means very loyal.