Segmentasi Pelanggan pada Bisnis Wedding Organizer

Authors

  • Ina Melati Universitas Bina Nusantara

DOI:

https://doi.org/10.21512/bbr.v1i2.1104

Keywords:

high involvement, segmentation, ethnography

Abstract

Wedding is one of the most important and beautiful thing in a human life, they want that happen only once in their lifetime, that’s why they aren’t mind if they have to spend lot of money to have an unforgettable wedding. For some of Indonesian, wedding party is often considered as someone social status acknowledgement. Wedding party is the one of High Involvement service, that is when a consumer have spent a huge of money and they want the best service as a return. Through Ethnography, segmentation for a Wedding Organizer’s consumer will be described very well and clearly, so that the best service will be delivered to the correct consumer. 

Dimensions

Plum Analytics

Author Biography

Ina Melati, Universitas Bina Nusantara

Management Department

References

Kotler, P., and Keller, K. (2006). Marketing management, 12th ed., New Jersey: Prentice Hall.

Maulana, A. (2008). Insight via ethnography. Retrieved from

http://amaliamaulana.com/2008/06/02/insight-via-ethnography.

Melati, I., dan Tiara, M. (2009). Consumer insight: Dinamika pemilihan sebuah wedding organizer. Tesis tidak diterbitkan, Jakarta: Program Pascasarjana, Universitas Bina Nusantara.

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Published

2010-11-30
Abstract 692  .
PDF downloaded 579  .