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首页> 外文期刊>Journal of Development and Agricultural Economics >Why is understanding customer attitude toward 4Ps marketing mix important? The case of the livestock input industry in Indonesia
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Why is understanding customer attitude toward 4Ps marketing mix important? The case of the livestock input industry in Indonesia

机译：为什么了解客户对4Ps营销组合的态度很重要？印度尼西亚畜牧业的案例

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摘要

One of the main issues of agricultural development in Indonesia was marketing of agricultural products. It was not only due to the weakness of agricultural marketing policy, but also lack of research, particularly research related to the costumer’s attitude of marketing mix. Understanding of costumer’s attitude of marketing mix was really important. Many literatures indicated that one of the advantages of this was to design the marketing mix strategy. The main purposes of this study were, first, to evaluate the customer’s attitude toward marketing mix among distinct market segments of livestock input industry, and second, to examine the influence of demographic variables on customer attitude toward marketing mix. The methodology used in this study was survey method through distribute of questionnaire to respondents. Respondent of this study was poultry livestock farmer who have used company feed product and kept livestock in Java Island, Indonesia.? The findings of this study revealed?that, first, the three market segments were perceived differently and second, there was no significance difference among various demographic variables. This finding showed the importance of market segmentation to determine the appropriate strategy. Eventually, this research provided guidance for agribusiness managers to investigate deeply the customers understanding, preferences and perception.
机译：印度尼西亚农业发展的主要问题之一是农产品的销售。这不仅是由于农业营销政策的薄弱，而且还缺乏研究，尤其是与客户对销售组合态度有关的研究。了解客户的营销组合态度非常重要。许多文献表明，这样做的优点之一就是设计了营销组合策略。这项研究的主要目的是，首先，评估客户对畜牧业的不同细分市场之间的营销组合的态度，其次，研究人口统计学变量对客户对营销组合的态度的影响。本研究中使用的方法是通过向受访者分发问卷调查的调查方法。这项研究的对象是使用公司饲料产品并在印度尼西亚爪哇岛饲养牲畜的家禽饲养者。这项研究的结果揭示了：首先，三个市场部分的看法不同，其次，各种人口变量之间没有显着差异。这一发现表明，市场细分对于确定适当策略的重要性。最终，这项研究为农业综合企业管理者提供了指导，以深入调查客户的理解，偏好和感知。

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