Pengembangan Pasar Produk Asinan Bogor dengan Metode Riset Aksi. Dibimbing

Abstract

“Asinan Bogor” is one of an authentic cuisine from Bogor, which is favoured by many people. However, the product is rarely used as a gift especially for travelers who live far away. The objective of the study was to obtain the best business model by the action research method approach in “asinan Bogor” market development. Data were collected by interview method to 50 travelers coming to Bogor, in order to problem and solution tests on the product. Based on the problem test, 72% of the respondents were potential consumers having concerns about the product. The problems were consumer concerns on packaging, i.e. easy to leak, unhigiene product, product inconsistency (taste, volume, size, and texture of the fruit), a short shelf life, and less attractive packaging, making the product not common as gift or souvenir. Based on problem test result, business models were designed to suit the needs of the consumers. The result of the business model was 92% of respondents stated that the product branded as “Asinan Kujang” has been suitable as an indigenous Bogor souvenir.