Bone, Jovita S and Syahman, Bahran and Mulyana, Ricky and Gunawan, Benny and Kosasih, Ryanto (1997) Identifying studio Asiana's customer values. Undergraduate thesis, IPMI Business School.

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Abstract

PT. Asiana Kreasindo ("Asiana") is a leading toy manufacturer and distributor in south east asia with more than 1,700 employees and several business units. The company holds several popular brands for toys such as walt disney, Warner bros, and Hanna Barbera. Asiana has opened two toy stores in Kedoya, west Jakarta and Kelapa gading, north Jakarta under the name of Studio Asiana. The objective of this report on the study is to identify what is perceived by the customer as a value. A survey has been conducted to study consumer behavior, buying motivation, store image, and awareness and understanding. The survey also investigates the consumer satisfaction, dissatisfaction, and hope. Twenty eight respondents have been interviewed with several criteria; married couple with at least one child, above 25 years old, and having income per month above Rp. 500.000. The method used in gathering data is exploratory research. Samples are taken from five different locations within Jakarta. The data collection sourced from depth interviews are used as the primary data, and literature and desk research as secondary data. Several topics covered in the questionnaire include toy consumer behavior, buying motivation, store image and perception, awareness and understanding, satisfaction and dissatisfaction, and consumer expectation. From the survey, we have found several interesting factors that could be used by asiana to enhance its position as a leading toy manufacturer in this competitive market environment. The analysis of consumer buying pattern shows that people visit toy store mostly on the weekend since they concurrently use as a recreational activity. It also shows that people visit toy store quite frequently. A toy store located in shopping center is more attractive than those outside the center. This is due to many people enjoy walking through in a shopping center as outside the center. This is due to many people enjoy walking through in a shopping center as outside home activity. Retailers have been trying to identify existing consumer needs that are currently unsatisfied. Consumers shop for many reasons other than buying and spending money for goods and services. These include personal and social motives which consist of role playing, diversion, physical activity, sensory stimulation, self-gratification, social experiences outside the home, communication with persons of similar interests, peer group attraction, status and power, and the pleasure of bargaining. This explains why we always see something different in a mall other than showing merchandise to attract shoppers to buy. Retailers also have to consider their customers' lifestyles because lifestyles are reflected in the way they purchase and use merchandise. The two primary objectives of the store environment are creating market image position and increasing sales productivity. These objectives must be met in order to be successful. Planning the store environment is so important to a retailer. The survey reveals that the image of a store attracts customers and keeps them coming back. The exterior and interior design of a store plays a critical role in creating both store image and sales productivity. To be successful in creating store image, store planning must be conducted from allocating space, merchandise presentation through exterior design. The survey indicates that most people think the store display of toy stores surveyed is not interesting enough to attract shopper to came and buy. The merchandise presentation is not good enough to create a feeling in the store conducive to buying merchandise. In conducting consumer awareness and understanding studies, we found that the name of studio Asiana store does not relate with toys but photo studio. While the store name must be catchy, memorable, and reflective of the retailer's merchandising mission, the key is to keep the logo simple and easy to understand at a glance. In addition, it should be exciting enough to leave a lasting image in the costumers minds. We found that the awareness of studio Asiana is still very low. In terms of advertising and promotion, the survey shows that the attractive promotion programs are discount and lottery coupon. Some types of discount could be used to attract shoppers to buy such as quantity, functional, and seasonal discounts. Several recommendations have been suggested to Asiana to be able to compete with other toy stores successfully. These include placing Asiana's store within a mall or shopping center, with wide range of products, playing area and weekly game for children, seek consumers needs, create market position image and sales productivity, and changing the name of studio Asiana.

Item Type:	Thesis (Undergraduate)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Library > GFP (Group Field Project)
Depositing User:	Dede Faujiah
Date Deposited:	28 Sep 2022 07:33
Last Modified:	28 Sep 2022 07:33
URI:	http://repository.ipmi.ac.id/id/eprint/1571

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