Tanner, Anthony and Sjafei, Netta J. (2010) Marketing Mix Strategy of Frozen Yogurt Company Towards Customer Purchase Decision: Case Study of Sour Sally And Tutti Frutti at Senayan City. Bachelor thesis, Swiss German University.

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Abstract

The purpose of the research is to study the marketing mix strategy of frozen yogurt companies. The author will analyze the different marketing mix implemented by each company and what specific marketing elements that influence the customer purchase decision the most. Qualitative and Quantitative Research method will be applied in this thesis. The information that was gathered consists of primary data and secondary data that collected from interview, questionnaire, internet, and other supporting media. For Sour Sally, the marketing mix strategy elements that mostly attracts the customer is the promotion element, on the other hand for Tutti Frutti, place is the marketing mix elements that influence customer to purchase the most. In conclusion, the percentage of customer who likely to re-purchase the product for Sour Sally is 64% and Tutti Frutti is 59%.

Item Type:	Thesis (Bachelor)
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior > HF5415.332 Young adult consumers H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	10 Nov 2020 03:22
Last Modified:	10 Nov 2020 03:22
URI:	http://repository.sgu.ac.id/id/eprint/1009

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