CHAPTER IV RESEARCH RESULT AND ANALYSIS

CHAPTER IV RESEARCH RESULT AND ANALYSIS 4.1 Introduction In this chapter, the research result and analysis will be presented. It consists of two parts, the first one is the conjoint analysis and the second part is the laddering analysis. The conjoint analysis will analyze which attributes from the four attributes that are tested in the survey is the most dominant one. It will present the two most preferable attributes in ascending order. The four attributes that will be analyzed in this research are: 1. Quality of products, which includes the freshness of perishables. 2. Price (low price). 3. Assortment (completeness of items in a supermarket). 4. Ease of shopping (quick and easy in shopping).

After the conjoint analysis is conducted, the next step to be followed is the laddering analysis. Recalling again from previous chapters is that the laddering analysis is the process of converting the A-C-V into interpretable information through the creation of the implicit matrix and the hierarchical value map (HVM). In this chapter, the laddering analysis will consist of the following steps: 1. Creating the implication matrix. 2. Constructing the hierarchical value map (HVM). 3. Creating a summary of direct and indirect relations.

4. Creating partitions of chains. 5. Creating the final ladder frequencies, and interpret the results.

4.2 Survey Targets for Conjoint and Laddering The research scope is divided into three main regions in the Jabotabek area. It includes the Depok region, Bekasi region, and Kebun Jeruk region. From each region, it will be divided again into two parts, which are the analysis for PT. XYZ shoppers and the other one for non-shoppers. Then the analysis will be divided again into three time frames, which are afternoon (10:00 - 16:00), evening (16:00 - 20:00), and weekends. The afternoon and evening survey is conducted on office days (Monday to Friday), while the weekend survey is conducted on Saturday and Sunday. The breakdown of the achieved targets for the conjoint and laddering survey is presented in table 4.1 as follows.

Table 4.1 Breakdown of Achieved Survey Target Region

Type

Time Frame

Place

Depok

Shopper

Afternoon Evening Weekend Afternoon Evening Weekend Afternoon Evening Weekend Afternoon Evening Weekend Afternoon Evening Weekend Afternoon Evening Weekend Afternoon Evening Weekend Afternoon Evening Weekend Afternoon Evening Weekend

PT. XYZ Depok

Non-shopper

Non-shopper

Bekasi

Shopper

Shopper

Shopper

Shopper

Non-shopper

Non-shopper

Ramayana Plaza Depok

Matahari Depok

PT. XYZ Bulak Kapal

PT. XYZ Plaza Borobudur

PT. XYZ Met Mal

PT. XYZ Kalimalang

Giant Bekasi

Matahari Grand Mal Bekasi

Total ladders 20 20 20 29 22 7 0 0 0 8 8 8 7 8 8 9 6 18 23 0 12 20 0 20 0 0 0

Total Conjoint 15 15 15 25 21 14 10 10 11 9 10 9 9 9 9 7 9 12 18 0 10 20 20 20 0 20 10

Region

Type

Time Frame

Place

Kebun Jeruk

Shopper

Afternoon Evening Weekend Afternoon Evening Weekend

PT. XYZ Kebun Jeruk

Non-shopper

Alfamart Kebun Jeruk

Total ladders 23 4 28 4 26 29

Total Conjoint 22 9 20 6 24 20

4.3 Conjoint Survey Result In this part, the conjoint survey result will be presented. It lists the different regions where the attributes in the survey are tested as well as the result according to the different time frames. Then the result of attributes preferred by the respondents and a percentage representing the portion from the overall attributes will be presented. The result of the survey is presented on table 4.2.

4.4 Conjoint Survey Analysis The conjoint survey is analyzed from the conjoint survey table on table 4.2 and the percentage chart of PT. XYZ shopper and non-shopper charts 4.1. As can be seen from the percentage charts, the following analysis can be derived.

Depok area: ! Depok shoppers consider quality as the most important feature to have in a supermarket, while their next preferences are low price and varied product assortment. ! Depok non-shoppers consider quality as the most important feature to have in a supermarket, while their next preferences are low price and varied product assortment. ! Whole Depok shoppers consider quality as the most important feature to have in a supermarket, while their next preference is a close tie between low price and varied product assortment.

Bekasi area: ! Bekasi shoppers consider quality as the most important feature to have in a supermarket, while their next preferences are low price and varied product assortment. ! Bekasi non-shoppers consider quality as the most important feature to have in a supermarket, while their next preferences are low price and varied product assortment. ! Whole Bekasi shoppers consider quality as the most important feature to have in a supermarket, while their next preferences are low price and then varied product assortment.

Kebun Jeruk area: ! Kebun Jeruk shoppers consider quality as the most important feature to have in a supermarket, while their next preferences are low price and then varied product assortment. ! Kebun Jeruk non-shoppers consider quality as the most important feature to have in a supermarket, while their next preferences are low price and then varied product assortment. ! Whole Kebun Jeruk shoppers consider quality as the most important feature to have in a supermarket, while they regard low price as the more important feature to have than varied product assortment.

Table 4.2 Conjoint Survey Results

Site PT. XYZ Depok (Depok shoppers)

Ramayana Plaza Depok

Matahari Depok Mal

Depok region non-shoppers

Depok region Shopper and non-shopper

Attribute Kualitas baik Harga murah Item bervariasi Cepat dan mudah Quality Products Low price Items varied Quick and easy Kualitas baik Harga murah Item bervariasi Cepat dan mudah Quality Products Low price Items varied Quick and easy Kualitas baik Harga murah Item bervariasi Cepat dan mudah

Afternoon 7 3 5 0 39 13 8 0 6 3 1 0 45 16 9 0 52 19 14 0

Depok Region Evening Weekend 6 9 3 4 6 2 0 0 16 10 3 1 2 3 0 0 6 3 2 4 2 4 0 0 22 13 5 5 4 7 0 0 28 22 8 9 10 9 0 0

1) 2) 3) 4) 1) 2) 3) 4) 1) 2) 3) 4) 1) 2) 3) 4) 1) 2) 3) 4)

Rank Kualitas baik Item bervariasi Harga murah Cepat dan mudah Quality Products Low price Items varied Quick and easy Kualitas baik Harga murah Item bervariasi Cepat dan mudah Quality Products Low price Items varied Quick and easy Kualitas baik Harga murah Item bervariasi Cepat dan mudah

Total 22 13 10 0 65 17 13 0 15 9 7 0 80 26 20 0 102 36 33 0

Percentage 48.9% 28.9% 22.2% 0.0% 68.4% 17.9% 13.7% 0.0% 48.4% 29.0% 22.6% 0.0% 63.5% 20.6% 15.9% 0.0% 59.6% 21.1% 19.3% 0.0%

Site PT. XYZ Bulak Kapal


PT. XYZ Met Mal

PT. XYZ Kalimalang

Bekasi shoppers

Hari Hari BTC

Attribute Quality Products Low price Items varied Quick and easy Kualitas baik Harga murah Item bervariasi Cepat dan mudah Quality Products Low price Items varied Quick and easy Kualitas baik Harga murah Item bervariasi Cepat dan mudah Quality Products Low price Items varied Quick and easy Kualitas baik Harga murah Item bervariasi Cepat dan mudah

Afternoon 5 2 2 0 5 2 2 0 4 2 1 0 12 4 2 0 26 10 7 0 6 9 4 0

Bekasi Region Evening Weekend 6 3 2 2 2 3 0 1 6 3 2 2 2 3 0 1 4 7 2 4 3 1 0 0 0 4 0 5 0 1 0 0 16 17 6 13 7 8 0 2 0 7 0 2 0 1 0 0

1) 2) 3) 4) 1) 2) 3) 4) 1) 2) 3) 4) 1) 2) 3) 4) 1) 2) 3) 4) 1) 2) 3) 4)

Rank Quality Products Items varied Low price Quick and easy Kualitas baik Item bervariasi Harga murah Cepat dan mudah Quality Products Items varied Low price Quick and easy Kualitas baik Item bervariasi Harga murah Cepat dan mudah Quality Products Items varied Low price Quick and easy Kualitas baik Item bervariasi Harga murah Cepat dan mudah

Total 14 7 6 1 14 7 6 1 15 8 5 0 16 9 3 0 59 29 22 2 13 11 5 0

Percentage 50.0% 25.0% 21.4% 3.6% 50.0% 25.0% 21.4% 3.6% 53.6% 28.6% 17.9% 0.0% 57.1% 32.1% 10.7% 0.0% 52.7% 25.9% 19.6% 1.8% 44.8% 37.9% 17.2% 0.0%

Matahari Grand Mal Bekasi Giant Mega Bekasi

Bekasi region non-shoppers

Bekasi region Shopper and non-shopper

Site PT. XYZ Kebun Jeruk (Kebun Jeruk shoppers) Alfamart Kebun Jeruk (Kebun Jeruk non-shoppers) Kebun Jeruk region Shopper and non-shopper

Quality Products Low price Items varied Quick and easy Kualitas baik Harga murah Item bervariasi Cepat dan mudah Quality Products Low price Items varied Quick and easy Kualitas baik Harga murah Item bervariasi Cepat dan mudah

Attribute Quality Products Low price Items varied Quick and easy Kualitas baik Harga murah Item bervariasi Cepat dan mudah Quality Products Low price Items varied Quick and easy

0 0 0 0 12 4 4 0 18 13 8 0 44 23 15 0

12 3 5 0 11 5 3 1 23 8 8 1 39 14 15 1

7 2 1 0 15 4 1 0 29 8 3 0 46 21 11 2

Kebun Jeruk Region Afternoon Evening Weekend 15 4 6 4 4 11 3 1 3 0 0 2 13 7 2 9 6 1 2 5 0 0 2 17 17 13 6 13 17 4 3 8 0 0 2

1) 2) 3) 4) 1) 2) 3) 4) 1) 2) 3) 4) 1) 2) 3) 4)

Quality Products Items varied Low price Quick and easy Kualitas baik Item bervariasi Harga murah Cepat dan mudah Quality Products Items varied Low price Quick and easy Kualitas baik Item bervariasi Harga murah Cepat dan mudah

19 5 6 0 38 13 8 1 70 29 19 1 129 58 41 3

63.3% 16.7% 20.0% 0.0% 63.3% 21.7% 13.3% 1.7% 58.8% 24.4% 16.0% 0.8% 55.8% 25.1% 17.7% 1.3%

1) 2) 3) 4) 1) 2) 3) 4) 1) 2) 3) 4)

Rank Quality Products Items varied Low price Quick and easy Kualitas baik Item bervariasi Harga murah Cepat dan mudah Quality Products Items varied Low price Quick and easy

Total 25 19 7 0 22 17 8 2 47 36 15 2

Percentage 49.0% 37.3% 13.7% 0.0% 44.9% 34.7% 16.3% 4.1% 47.0% 36.0% 15.0% 2.0%

Depok Shoppers Quick and easy

0.0%

Items varied

22.2%

Low price

28.9%

Quality Products

48.9%

Depok Non-Shoppers Quick and easy

0.0%

Items varied

15.9%

Low price

20.6%

Quality Products

63.5%

Whole Depok Region Quick and easy Items varied Low price

0.0% 19.3% 21.1%

Quality Products

Figure 4.1 Percentage of Attributes Per-Area

59.6%

Bekasi Shoppers Quick and easy

1.8%

Items varied

19.6%

Low price

25.9%

Quality Products

52.7%

Bekasi Non-Shoppers Quick and easy

0.8% 16.0%

Items varied Low price

24.4%

Quality Products

58.8%

Whole Bekasi Region Quick and easy Items varied Low price

1.3% 17.7% 25.1%

Quality Products


55.8%

Kebun Jeruk Shoppers Quick and easy

0.0% 13.7%

Items varied Low price

37.3%

Quality Products

49.0%

Kebun Jeruk Non-Shoppers Quick and easy

4.1%

Items varied

16.3%

Low price

34.7%

Quality Products

44.9%

Whole Kebun Jeruk Area Quick and easy Items varied Low price

2.0% 15.0% 36.0%

Quality Products


47.0%

4.5 Laddering Survey Result In the data collection process, after the conjoint survey is done, the field researchers will continue on to conducting an interview as part of the second phase of the survey, which is the laddering interview. The purpose of this laddering interview is to find out real underlying motivation of a consumer in choosing a particular feature. In other words, it will coax the respondents into revealing what she values about the features of a supermarket. In the process of the laddering interview, the interviewer has found out the main consequences from the four attributes which are tested. The lists of the consequences are: ! Awet (Products including perishables are long lasting). ! Hemat (Economical, can save money). ! Kepuasan (Satisfied with the condition). ! Efisien (Efficient, not wasting more time and energy). ! Dapat yang terbaik (Get the best product/deal). ! Kesehatan (Healthy, for the body and mind). ! Kegiatan lain (Can do other activities). ! Nyaman (Feeling of convenience in shopping). Then for the values, there are a few identifiable values from a batch of result from the interview. The values presented here are a generalization from a variety of answers, and they are listed as follows: ! Kepentingan keluarga (Family benefit).

! Masa depan aman (Welfare benefit for the future). ! Harga diri (Self esteem). ! Kehidupan yang lebih baik (Better and easier life). ! Pengembangan diri (Self development).

The laddering results are presented in table 4.3. It first lists the sites of the survey (the survey areas and regions), and it also lists the number of consequences and values that have been derived from the interview. The table is also divided into PT. XYZ shoppers and non-shoppers and also combined for each region.

Table 4.3 Laddering Survey Results Site

Consequences

Consequences (Total)

Values

Values (Total)

Kepentingan keluarga Masa depan aman Harga diri Kehidupan yg lbh baik Pengembangan diri

21 9 5 19 5


9 16 3 22 7


30 25 8 41 12

Depok Region PT. XYZ Depok (All Depok shoppers)

Ramayana Plaza Depok (All Depok non-shoppers)

Matahari Depok Mal Depok region Shopper and non-shopper

Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman No laddering Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman

6 19 13 16 9 12 7 7 15 20 16 15 6 13 6 7 21 39 29 31 15 25 13 14

Site

Consequences


Values

Values (Total)


11 7 0 5 1


0 9 4 6 4


4 8 0 16 4

Bekasi Region PT. XYZ Bulak Kapal


PT. XYZ Metropolitan Mal

Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman

3 6 0 10 1 10 3 2 6 10 0 6 1 5 4 2 5 12 17 7 6 5 2 4

PT. XYZ Kalimalang

All Bekasi shoppers

Hari Hari BTC Matahari Grand Mal Bekasi Giant Mega Bekasi (All Bekasi non-shoppers)

Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman No laddering No laddering Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman

11 13 10 9 11 4 0 2 25 41 27 32 19 24 9 10

3 11 14 8 5 9 5 2


4 8 0 16 4


19 32 4 43 13


5 10 0 21 4

Bekasi region Shopper and non-shopper

Site

Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman

Consequences

28 52 41 40 24 33 14 12



24 42 4 64 17

Values

Values (Total)


14 15 0 18 8


14 14 0 23 8

Kebun Jeruk Region PT. XYZ Kebun Jeruk (All Kebun Jeruk shoppers)

Alfamart Kebun Jeruk (All Kebun Jeruk non-shoppers)

Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman

8 25 16 7 17 8 4 4 7 25 15 15 20 8 1 6

Kebun Jeruk region Shopper and non-shopper

Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman

15 50 31 22 37 16 5 10


28 29 0 41 16

4.6 Laddering Survey Analysis After the result is plotted down and divided in a table, the next steps of the laddering analysis are the creation of the following: 1. Creating the implication matrix. 2. Constructing the hierarchical value map (HVM). 3. Creating a summary of direct and indirect relations. 4. Creating partitions of chains. 5. Creating the final ladder frequencies, and interpret the results.

4.6.1 Creating the Implication Matrix In this implication matrix, the number of direct and indirect relation relations between the attributes, consequences, and values are presented. The target is to find out the most dominant orientation of the consumers value. The implication matrix is presented on table 4.4. It is divided into different regions and further divided into two categories, which are the region’s shoppers and non-shoppers.

Table 4.4 Implication Matrix for each Region (shoppers and non-shoppers)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

A-C-V Kualitas baik Harga murah Item bervariasi Cepat dan mudah Awet Hemat Kepuasan Efisien Dapat yg terbaik Kesehatan Kegiatan lain Nyaman Kepentingan keluarga Masa depan aman Harga diri Kehidupan yg lbh baik Pengembangan diri

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17


5 6.0

6 4.1 12.0 2.0 1.0

Depok Shoppers 7 8 9 5.4 2.0 0.2 0.2 14.1 6.1 1.0 2.0 3.0 0.1 1.0

1.0

10 5.5

11 0.1

12 1.3

0.2

0.6

1.2

2.0

1.0 2.0 2.0

1.0 2.0 1.0 3.0

4.0 1.0

13 0.7 0.4 0.9 0.1 1.1 5.1 1.0 6.0 3.1 3.0 1.0

14 0.2 0.6 0.1

7.0

1.1 1.1 2.1

1.0 1.0

2.0

5 15.0

15 0.4 0.1

1.0

Depok Non-Shoppers 6 7 8 9 10 0.5 4.3 0.12 13.2 4.1 1.1 13.1 6.0 0.1 4.1 2.1 7.1 2.0 2.0 3.1 1.0 1.0

11 0.1

12 0.2

0.4 0.1

0.4 0.1

1.1 3.0 2.0

3.0

0.1

1.0 3.0 1.0

13 0.3 0.2 0.4

14 0.2 0.13

1.2 2.0 1.0 3.1 0.1 1.0 1.0

0.3 16.0 0.2

15 0.2 0.1 0.1 2.0 0.1

0.1

16 0.10 0.1 0.8 0.2 0.4 6.3 1.3 1.3 7.1 2.0 3.2

16 0.11 0.2 0.10 0.8 0.2 5.5 2.3 2.1 9.0 2.0 3.2

17

0.5

1.4 0.1 4.0

17 0.1 0.5 0.1

0.1 2.2 1.0 3.0 3.0 1.1

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17


5 24.1

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17


5 2.1

6 2.17 19.1 0.1 16.1

1.0 1.0 1.1 2.0

6 0.1 10.0

Bekasi Shoppers 7 8 9 10 1.16 3.0 16.3 3.0 1.0 2.0 1.5 23.8 14.0 0.2 1.0 0.3 2.3 1.1 3.1 1.0 1.0 1.0 2.0 7.0 7.0 6.1

11 0.1 0.1 0.5 0.2 1.0 6.0

12 2.1 0.2 0.2 3.0 1.0 1.0 1.0 1.0 1.0

13 0.4 0.7 0.12 0.1

13 0.2 0.2 0.2

2.0

4.0

0.1

Bekasi Non-Shoppers 7 8 9 10 9.5 3.0 6.2

11 0.1

12

0.4

0.2

8.0

2.0

0.1

3.0 4.1 9.2 3.4 4.0 1.0

14 0.20 0.12 0.2

15 0.3 0.3

2.13 26.3 1.0 2.0 0.1 1.2 1.0

2.1 2.0

14 0.2 0.8

15

3.0 1.0 1.0

16 0.22 0.2 0.15 0.3 1.6 3.4 20.3 6.4 0.10 7.8 1.0 4.6

17 0.1 0.2 0.3

4.3 0.1 1.0 6.0 1.0

16 0.16

17 0.1

0.5

0.3

0.2

0.3 2.0 1.0

1.1 1.0

Kebun Jeruk Shoppers

4.0

2.0 0.1 0.2

9.1

2.0 1.0

1.0

2.0 1.0

11.1 2.1 1.4 4.1 1.0 2.0

1.2 0.1 3.0

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17



5 8.0

6 0.6 16.0 3.0

7 3.5 1.2 0.5

5.0

3.0 2.0

8

0.4 3.0

9 4.0 1.0 11.1

10 4.3 1.0

11

12 0.4

13 0.5 0.7 0.2

14 0.5 0.9 0.1

4.0

6.0 3.0

0.4 14.1 1.0

0.1

1.4 4.1

0.1 0.3 0.1

1.0

1.0

15

0.2 1.1 8.3 3.0 3.9 0.1

3.0 1.0

6.0 1.0

4.0

3.0

16 0.6 0.2 0.7

3.0

5 6.0 2.0

Kebun Jeruk Non-Shoppers 6 7 8 9 10 11 3.4 2.5 0.1 3.1 5.1 15.2 2.2 0.1 0.1 1.0 0.1 0.2 0.10 15.0 0.2 3.0 0.1 0.1 4.1 2.1 1.0 2.0 2.0 2.0 1.0 2.0 1.0 1.0 3.0 10.0 1.0 1.0

12 0.2 1.1 2.0

2.0 0.1 1.0

13 0.5 0.5 0.3 0.1 0.1 4.2 1.0 3.0 1.3 4.1

14 0.4 0.10

0.2 18.1 1.0 0.1

15

16 0.8 0.4 0.9 0.2 0.3 1.3 11.3 4.0 4.7 1.0

17 0.2 0.1 0.2 0.3 0.1 0.2 1.1 1.3 1.0 4.0 1.0

17

0.4 0.3 1.0 6.3 0.3 1.0

1.0

2.0

4.6.2 Constructing the Hierarchical Value Map (HVM)

1.0

2.3

The HVM is constructed for the three different regions, which are Depok, Bekasi, and Kebun Jeruk. From the HVM, it can be described that the dominant perceptual orientation for each region are presented below.

Depok Region (see figure 4.2): • Kualitas baik > Kesehatan > Kehidupan yg lbh baik. • Harga murah > Hemat > Masa depan aman. • Item bervariasi > Efisien > Kehidupan yg lbh baik.

Bekasi Region (see figure 4.3): • Kualitas baik > Awet > Hemat > Masa depan aman. • Harga murah > Hemat > Masa depan aman. • Item bervariasi > Efisien > Kehidupan yg lbh baik.

Kebun Jeruk (see figure 4.4): • Kualitas baik > Awet > Hemat > Masa depan aman. • Harga murah > Hemat > Masa depan aman. • Item bervariasi > Dapat yg terbaik > Kepuasan > Kehidupan yg lbh baik.

Kehidupan yg lbh baik (16)

Kesehatan (10)

Masa depan aman (14)

Kepentingan keluarga (13)

Kepuasan (7)

Awet (5)

Kualitas baik (1)

Pengembangan diri (17)

Kegiatan lain (11)

Hemat (6)

Efisien (8)

Harga murah (2)

Figure 4.2 HVM of Depok Region

Dpt yg terbaik (9)

Item bervariasi (3)


Kepuasan (7)


Pengembangan diri (17) Kepentingan keluarga (13)

Kegiatan lain (11)

Hemat (6)

Kesehatan (10)

Kualitas baik (1)

Awet (5)

Dpt yg terbaik (9)

Harga murah (2)

Figure 4.3 HVM of Bekasi Region

Efisien (8)

Item bervariasi (3)

Kepentingan keluarga (13)


Hemat (6)

Kesehatan (10)

Kualitas baik (1)


Kepuasan (7)

Efisien (8)

Dpt yg terbaik (9)

Awet (5)

Harga murah (2)

Item bervariasi (3)

Figure 4.4 HVM of Kebun Jeruk Region

4.6.3 Creating a Summary of Direct and Indirect Relations Here, the summary of direct and indirect relations are listed for the three different regions, which are Depok in table 4.5, Bekasi in table 4.6, and Kebun Jeruk in table 4.7.

Table 4.5 Summary of Direct and Indirect Relations for Depok Region Code

To

From

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

42.79 31.34 43.67 1.5 20.21 38.8 27.14 30.14 16.8 27.2 13.0 13.6 0.0 0.0 0.0 0.0 0.0

0.0 0.0 0.0 0.0 21.0 38.9 29.15 30.2 14.1 25.22 13.15 12.12 29.37 25.30 7.13 36.81 15.21

Table 4.6 Summary of Direct and Indirect Relations for Bekasi Region Code

To

From

1 2 3 4 5 6 7 8

48.117 35.50 48.70 4.9 28.28 51.11 52.6 40.14

0.0 0.0 0.0 0.0 28.2 52.22 38.32 41.8

9 10 11 12 13 14 15 16 17

24.23 32.13 14.0 14.1 0.0 0.0 0.0 0.0 0.0

24.0 33.12 14.15 12.7 29.40 43.64 4.7 63.114 19.19

Table 4.7 Summary of Direct and Indirect Relations for Kebun Jeruk Region Code

To

From

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

38.67 39.46 30.53 8.16 15.16 54.11 34.7 22.4 36.27 15.5 5.0 10.3 0.0 0.0 0.0 0.0 0.0

0.0 0.0 0.0 0.0 16.0 23.14 30.24 22.16 36.3 17.5 5.5 10.10 28.40 34.38 0.0 41.74 16.26

4.6.4 Creating Partitions of Chains The partitions of chains presented here represent the ladders which are the most dominant for each attribute in the different regions. See the partitions of chains in tables 4.8 for Depok region, tables 4.9 for Bekasi region, and tables 4.10 for Kebun Jeruk region.

Table 4.8 Partitions of Chains for Depok Region Kualitas > Kesehatan > Kehidupan yg lbh baik Id # 1 10 16 Total 1 10 16

0.0 0.0 0.0

5.17 0.0 0.0

0.21 16.1 0.0

5.38 16.1 0.0 21.39

Harga > Hemat > Masa depan aman Id # 2 6 14 Total 2 6 14

0.0 0.0 0.0

25.2 0.0 0.0

0.19 23.0 0.0

25.21 23.0 0.0 48.21

Item bervariasi > Efisien > Kehidupan yg lbh baik Id # 3 8 16 Total 3 8 16

0.0 0.0 0.0

27.2 0.0 0.0

0.18 3.6 0.0

27.20 3.6 0.0 30.26

Table 4.9 Partitions of Chains for Bekasi Region

Id #

Kualitas > Awet > Hemat > Masa depan aman 1 5 6 14 Total

1 5 6

0.0 0.0 0.0

26.2 0.0 1.0

2.18 16.1 0.0

0.22 2.13 35.4

28.42 18.14 36.4

14

0.0

0.0

0.0

0.0

0.0 82.60

Harga > Hemat > Masa depan aman

Id #

2

6

14

Total

2 6 14

0.0 0.0 0.0

29.1 0.0 0.0

0.20 35.4 0.0

29.21 35.4 0.0 64.25

Item bervariasi > Efisien > Kehidupan yg lbh baik Id # 3 8 16 Total 3 8 16

0.0 0.0 0.0

31.8 0.0 0.0

0.20 8.5 0.0

31.28 8.5 0.0 39.33

Table 4.10 Partitions of Chains for Kebun Jeruk Region

Id # 1 5 6 14

Kualitas > Awet > Hemat > Masa depan aman 1 5 6 14 Total 0.0 0.0 0.0 0.0

14.0 0.0 0.0 0.0

3.10 9.1 0.0 0.0

0.9 0.6 32.2 0.0

17.19 9.7 32.2 0.0 58.28

Id # 2 6 14

Harga > Hemat > Masa depan aman 2 6 14 Total 0.0 0.0 0.0

31.2 0.0 0.0

0.19 32.2 0.0

31.21 32.2 0.0 63.23

Item bervariasi > Dpt yg terbaik > Kepuasan > Kehidupan yg lbh baik Id # 3 9 7 16 Total 3 9 7 16

0.0 0.0 0.0 0.0

26.1 0.0 0.0 0.0

0.7 9.0 0.0 0.0

0.16 7.16 19.6 0.0

26.24 16.16 19.6 0.0

61.46

4.6.5 Creating the Final Ladder Frequencies Based on all the analysis performed above, then the final ladder frequencies are created and the results can then be interpreted. The final ladder frequencies are presented on table 4.11. The perceptual orientation of the consumers, however, is summarized from the hierarchical value map, which is tested extensively using the consequent steps above. Therefore, at this point, the summary of the perceptual orientation of the consumers for each region are presented in the following. The next section will explain about the segmentation result and the percentages of segments for all regions.

Depok Region ! Consumers desire the quality of products and assortment completeness as a feature in a supermarket to lead them to a better and easier life. ! Consumers desire the low price as a feature in a supermarket to lead them to a better welfare benefit for the future.

Bekasi and Kebun Jeruk Region ! Consumers desire the quality of products and low price as a feature in a supermarket to lead them to a better welfare benefit for the future. ! Consumers desire the assortment completeness as a feature in a supermarket to lead them to a better and easier life.

Table 4.11 Final Ladder Frequencies for Each Region Depok Shopper Attributes group Values Kualitas baik Harga murah Item bervariasi Cepat dan mudah

Depok Non-shopper Attributes group Values Kualitas baik Harga murah Item bervariasi Cepat dan mudah

Whole Depok Region Attributes group Values Kualitas baik Harga murah Item bervariasi Cepat dan mudah Bekasi Shopper Attributes group Values Kualitas baik Harga murah Item bervariasi Cepat dan mudah

Bekasi Non-shopper Attributes group Values Kualitas baik Harga murah Item bervariasi Cepat dan mudah

Whole Bekasi Region

Keluarga

Masa depan

Harga diri

Kehidupan yg lbh baik

Pengembangan diri

7 4 9 1

2 6 1 -

4 1 -

10 1 8 -

5 -

Keluarga

Masa depan

Harga diri


Pengembangan diri

3 2 4 -

2 13 -

2 1 -

11 2 10 -

1 5 1

Keluarga

Masa depan

Harga diri


Pengembangan diri

10 6 13 1

4 19 1 -

6 1 1 -

21 3 18 -

1 10 1

Keluarga

Masa depan

Harga diri


Pengembangan diri

4 7 12 1

20 12 2 -

3 1 -

22 2 15 3

1 2 8 -

Keluarga

Masa depan

Harga diri


Pengembangan diri

1 2 2 -

2 8 -

-

16 5 -

1 3 -

Attributes group Values Kualitas baik Harga murah Item bervariasi Cepat dan mudah

Kebun Jeruk Shopper Attributes group Values Kualitas baik Harga murah Item bervariasi Cepat dan mudah

Keluarga

Masa depan

Harga diri


Pengembangan diri

5 9 14 1

22 20 2 -

3 1 -

38 2 20 3

2 2 11 -

Keluarga

Masa depan

Harga diri


Pengembangan diri

5 7 2 -

5 9 1 -

-

6 2 7 -

2 1 2 3

Masa depan

Harga diri


Pengembangan diri

4 10 -

-

8 4 9 2

4 3

Masa depan

Harga diri


Pengembangan diri

9 19 1 -

-

14 6 16 2

2 1 6 6

Kebun Jeruk Non-shopper Attributes group Keluarga Values Kualitas baik Harga murah Item bervariasi Cepat dan mudah

5 5 3 1

Whole Kebun Jeruk Region Attributes group Keluarga Values Kualitas baik Harga murah Item bervariasi Cepat dan mudah

10 12 5 1

4.6.6 Value/Benefit Segments Developed By combining the ladders developed from each region, the value/benefit segment is created. The segment names are called value oriented segment, life-enjoyment oriented segment and the family oriented segment. The principle benefit sought is explained, as well as the outlet attributes that support the benefit sought. It is presented on table 4.12 below.

Table 4.12 Value/Benefit Segments Segment Names Benefits / Attributes

Value Oriented

Principle benefit sought

Can save money for other use in the future Lower price of products leads to saving money Better quality of products leads to acquiring longlasting products, that don't go bad easily (for perishables), and not need to buy as often (for non-perishables)

Outlet attributes that support the benefit sought

Having lower prices of products Having better quality of products

Life-Enjoyment Oriented Enjoy life through satisfaction sought Better quality of products leads to satisfaction Complete assortment leads to acquiring the best products (feeling of satisfaction) Complete assortment leads to efficiency in time and energy, therefore can enjoy life Having better quality of products Having a complete product assortment

Family Oriented Can accommodate family needs Lower price or products leads to acquiring more items for the family Complete assortment leads to efficiency in time and energy, therefore have more time for family Having lower prices of products Having a complete product assortment

4.6.7 Percentage of Segments Created The percentage of segments that is calculated is based on the four attributes from the final ladder table. It can be seen on table 4.13. The total percentage across a row totals 100% because it accomodates the real majority of the total consumers researched (shopper and non-shoppers). From the table it can be seen that the dominant segment lies in the life-enjoyment oriented segment, except for Depok shoppers. While the segment for Kebun Jeruk is still relatively equivalent between the value oriented benefit and the life-enjoyment oriented benefit.

Table 4.13 Segment Percentage Table Region

Classification

Percentage of Segment (%) LifeValue Family Enjoyment Oriented Oriented Oriented

Depok Bekasi Kebon Jeruk

Shopper Non-shopper Shopper Non-shopper Shopper Non-shopper

18.4 31.9 34.0 27.8 34.1 27.5

38.8 48.9 42.0 58.3 34.1 45.1

42.9 19.1 24.0 13.9 31.8 27.5

CHAPTER IV RESEARCH RESULT AND ANALYSIS

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