Analysis of Millennial Moms Segmentation and Perceptual Mapping of Infant Formula Milk Market in Jakarta
DOI:
https://doi.org/10.21512/bbr.v7i3.1517Keywords:
millennial moms, buying decision, behavioral segmentation, perceptual mappingAbstract
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).
Plum Analytics
References
Baby Center. (2014). 2014 Millennial mom report highlights.
Retrieved April 20th, 2015 from http://www.babycentersolutions.com/docs/BabyCenter_2014_
Millennial_Mom_Report.pdf
Butler, C. (2014). Babes with babies: How millennial
moms shop part 1. Retrieved from http://millennialmarketing.com/2014/06/babes-withbabies-
how-millennial-moms-shop-part-1-2/.
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.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)