Analysis of the Characteristics of Potential Consumer Based on Motivation, Personality and Lifestyle of East Java Batik Consumer

Abstract

The purpose of this study was determined the characteristics of batik consumers in East Java that would be useful in determining the strategy of market segmentation and targeting of batik products. In this study consumers could be segmented on the basis of several things, among others, based on their motivation in purchasing, personality and lifestyle. The type of research used was descriptive research, with data collection techniques was using questionnaires and distributed to batik customers in East Java in four research areas namely Sidoarjo, Bangkalan Madura, Tuban, Lamongan and Surabaya as batik centers of East Java. The sampling method was mixed between Purposive sampling and area sampling. While the data analysis technique used in this study was K Means cluster analysis. The result of the research showed that batik respondents of East Java were divided into 4 clusters in which the highest number was cluster 1 which had the following characteristics. So the batik marketer should considered the characteristics for the target market and did the right strategy for handling this cluster. Keywords—segmentation; targeting; motivation; personality; lifestyle; cluster analysis