JURNAL MANAJEMEN PEMASARAN, VOL. 2, NO. 1, APRIL 2007: 21-30
AUTHORS:
Yohanes Sondang Kunto
Inggried Kurniawan Khoe
ABSTRACT:
Within time, it’s not only metrosexual men using cosmetic specialized for men but also men in general. One of the most dominant cosmetic products is facial wash for men.In terms of psychographics, men can be segmented into metrosexual (13%), moderate men (29%), and conservative men (58%). The percentages ratio of segments between user and non-user indicate that decision to use facial wash already acceptable in every psychographics segments.CHAID analysis found that the ability of facial wash to soften face and created uniquely for men are strongly related to satisfaction. Both attributes are under service, which make wrong management from facial wash producer could lead into opportunity for new brands to enter the market.
Keywords: facial wash, metrosexual, moderate men, conservative men, CHAID.FULL TEXT: FREE DOWNLOAD
3 comments:
Selamat malam kawan kunjungan balasan :)
kunjungan awal
wow mantap gan infonya :-bd
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