A Study of Product Awareness of Coconut Flour Towards the Future Engagement of Indonesian Market

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Elvina and Rosellinny, Gabriella and Augustinus, Jonathan and Rianti, Novia (2018) A Study of Product Awareness of Coconut Flour Towards the Future Engagement of Indonesian Market. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Abstract

Coconut flour is a healthy alternative flour with a lot of benefits that are substantial for people’s health. Across the world, there are several coconut flour products available in the market and people are starting to be aware of the product. PT Kalbe Farma Tbk with the brand H2: Health and Happiness took the initiative to launch the product (coconut flour) to provide the needs of health conscious people so that they can use coconut flour for the betterment of their health. However, the awareness of coconut flour in Indonesia is still low. This study requires several theories of product, awareness, consumer decision making, and future engagement. Data are collected to measure all the variables affecting the purchase decision of Indonesian market, specifically health conscious people, which is represented by Jakarta as the capital city of Indonesia. Questionnaires are distributed with non- probabilistic method to 150 health conscious people that are 25 years and above and in Class A-B in terms of social economic status. In conclusion, the existence of the product itself, as well as the benefit and the usage of the product would be the first thing that influence the awareness of the product. All of the positive benefits will help to attract the customer to get to know the product so therefore, several actions could be done to increase the awareness of the product. However, being aware of all the benefits does not necessarily mean that people will decide to buy the product as there could be several factors that affect the decision made by the customers. For instance: personal, social, psychological, and cultural factors and preference. With this, the recommendation of this study would be product availability, direct exposure to the customers, education and information through advertisement, and further studies with different theories and larger scope that could be done by the future researchers. Key Terms: Coconut Flour, PT Kalbe Farma Tbk, Product, Awareness, Consumer decision making, Future Engagement, Health Conscious, Indonesia

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 24 Jan 2020 09:08
Last Modified: 24 Jan 2020 09:08
URI: http://repository.ipmi.ac.id/id/eprint/615

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