ISSN 2375-1061
African Journal of Agricultural Marketing ISSN 2375-1061 Vol. 4 (9), pp. 001-008, September, 2016. © International Scholars Journals
Full Length Research Paper
Why is understanding customer attitude toward 4Ps marketing mix important? The case of the livestock input industry in Indonesia
Sutrisno Hadi Purnomo,1,2* Yi-Hsuan Lee3 and Soekartawi4
1Department of Business Administration, National Central University, Taiwan.
2Faculty of Agriculture, Sebelas Maret University, Indonesia.
3Department of Business Administration National Central University, Taiwan.
4Department of Agricultural Economics, Brawijaya University, Indonesia.
Accepted 25 February, 2016
Abstract
One of the main issues of agricultural development in Indonesia was marketing of agricultural products. It was not only due to the weakness of agricultural marketing policy, but also lack of research, particularly research related to the costumer’s attitude of marketing mix. Understanding of costumer’s attitude of marketing mix was really important. Many literatures indicated that one of the advantages of this was to design the marketing mix strategy. The main purposes of this study were, first, to evaluate the customer’s attitude toward marketing mix among distinct market segments of livestock input industry, and second, to examine the influence of demographic variables on customer attitude toward marketing mix. The methodology used in this study was survey method through distribute of questionnaire to respondents. Respondent of this study was poultry livestock farmer who have used company feed product and kept livestock in Java Island, Indonesia. The findings of this study revealed that, first, the three market segments were perceived differently and second, there was no significance difference among various demographic variables. This finding showed the importance of market segmentation to determine the appropriate strategy. Eventually, this research provided guidance for agribusiness managers to investigate deeply the customers understanding, preferences and perception.
Key words: Customer’s attitude, marketing mix, livestock input industry.