Analysis of Millennial Moms Segmentation and Perceptual Mapping of Infant Formula Milk Market in Jakarta

Annetta Gunawan, Raymond Glean, Brian Garda Muchardie


The purpose of this research was to explore factors that influenced the millennial moms in making decision to purchase infant formula productand to use these factors as a basis to determine the segmentation of millennial
moms in the formula milk industry as well as the making of perceptual in formula milk industry in Jakarta. The used method was content analysis for the exploratory study whose data were collected through in-depth
interviews, cluster analysis and cross tabulation, as well as multidimensional scaling for descriptive research which data was obtained through the questionnaire. The obtained results indicate factors that affect the millennial
moms in selecting a formula milk, are price, nutrition, word of mouth, no side effects, taste, commercials, good result, brand loyalty, the recommendation from doctors, pure ingredients, compatibility with the child’s body, random trial and error. In addition, there are four market segments of millennial moms in infant formula milk market in Jakarta. There are medical-concern moms, well-educated moms, experience-based moms and randomtrial moms. Last, the perceptual mapping of formula milk brand in Jakarta shows five groups of brand according to the dimensions of economy-class of formula milk (economic vs premium) and variants of formula milk (plain vs. flavor).


millennial moms,buying decision, behavioral segmentation, perceptual mapping

Full Text:



Baby Center. (2014). 2014 Millennial mom report highlights.

Retrieved April 20th, 2015 from


Butler, C. (2014). Babes with babies: How millennial

moms shop part 1. Retrieved from


Blythe, J. (2012). Essentials of marketing (5th ed.). England:

Pearson Education Limited.

Cravens, D. W., & Piercy, N. (2012). Strategic marketing

(10th ed.). New York: McGraw-Hill.

Gunawan, A., & Muchardie, B. G. (2015). Pola perilaku

pembelian produk apparel untuk balita oleh millennial moms dan implikasinya untuk pemasar kids apparel. Binus Business Review, 6(1), 142-152.

Mafini, C., Dhurup, M., & Mandhlazi, L. (2014). Shopper

typologies amongst a Generation Y consumer cohort and variations in terms of age in the fashion apparel market. Acta Commercii, 14(1), 1–11.

Malhotra, N. K. (2010). Marketing research: An applied

orientation. New Jersey: Pearson Education.

Mayring, P. (2000). Qualitative content analysis. Forum:

Qualitative Social Research, 1(2), 1-10.

Nielsen, A., Michaelsen, K. F., & Holm, L. (2013). Parental

concerns about complementary feeding: differences according to interviews with mothers with children of 7 and 13 months of age. European Journal of Clinical Nutrition, 67(11), 1157-1162.

Noble, S. M., Haytko, D.L. & Phillips, J. (2009). What

drives college-age Generation Y consumers?. Journal of Business Research, 62(6), 617–628.

Parment, A. (2013). Generation Y vs Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of Retailing and Consumer Services, 20(2), 189–199.

Peter, J. P., & Donnelly, J. H. (2014). A preface to marketing

management (14th ed.). New York: McGraw-Hill Education.

Priyadi, E. R. (2008). Analisis strategi promosi susu formula

lanjutan (follow up infant) Morinaga Chilmil pada PT Sanghiang Perkasa (Skripsi). Institut Pertanian Bogor.

Schiffman, L. G., & Kanuk, L. (2009). Consumer behavior

(10th ed.). New Jersey: Pearson.

Schmidt, M., & Hollensen, S. (2006). Marketing research:

An international approach (1st ed.). New Jersey: Prentice Hall.

Sim, S. M., Glanville, N. T., & Mcintyre, L. (2011). Food

management behaviours in food-insecure, lone mother-led families. Canadian Journal of Dietetic Practice and Research, 72(3), 123–129.

Williams, K. C., & Page, R. A. (2011). Marketing to the

generations. Journal of Behavioral Studies in Business, 3(1) 1–17.



  • There are currently no refbacks.

Public Visitor Statistics:BBR stats
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.