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Analysis of Consumers and Competitors of Sweet Condensed Milk Case on PT Nestle Indonesia

In: Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

Author

Listed:
  • Anisa Listiyani

    (Universitas Muhammadiyah Surakarta, Faculty of Economics and Business)

  • Rini Kuswati

    (Universitas Muhammadiyah Surakarta, Faculty of Economics and Business)

Abstract

The more intense the competition and the more open the opportunities for the domestic market, the more the business world is growing in today's era. It means that sweet condensed product has many competitors. This study aimed to determine why consumers chose the product and to find product sales in 3 markets in Magetan and Madiun City. The research uses qualitative data with an inductive approach. This research uses observation and Interviews as data collection techniques. The participant of this research are women or housewives aged 20–45 years old and stored in 3 markets in Magetan and Madiun city. The total informant/participant in the first project was 50 respondents, and for the second project, the entire store observed was 44 at Pasar Barat, Pasar Maospati, and Pasar Besar Madiun. The result of this research indicates that external factors and internal factors from informants influenced consumer behavior. The first external factor comes from the culture or habits of the Indonesian people, who like products that have promos. Social factors and personal factors influence the second. Furthermore, to increase demand for market offers for consumers, companies must know the activities carried out by competitors as insight or evaluation material for their products in the future.

Suggested Citation

  • Anisa Listiyani & Rini Kuswati, 2024. "Analysis of Consumers and Competitors of Sweet Condensed Milk Case on PT Nestle Indonesia," Advances in Economics, Business and Management Research, in: Huda Maulana & Muhammad Sholahuddin & Muhammad Anas & Zulfikar Zulfikar (ed.), Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), pages 48-71, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-204-0_6
    DOI: 10.2991/978-94-6463-204-0_6
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