analisis perilaku konsumen terhadap produk sabun mandi cair

The background of this research was impired from the research of PT.Corintian Infopharma Corpora, indicating that the existence of consumer’s tendency in choosing liquid toilet soap compared to solid toilet soap. Nowadays a variety of liquid toilet soap product can be found in the market, this has caused consumer to be aware of the kind of liquid soap to choose based on their needs and desire. Therefore this research is carried out to find out the factors which influence the consumer’s behavior in choosing this product. This research is conducted in Bogor with a sample consisting of 120 respondents which use eitner bar soap or liquid soap. The respondents were choosen randomly from the data of housing location in Bogor. The analysis techniqe used are descriptive analysis, CHAID, Thurstone, Correspondence and PSM. The result of this research indicates that the respondents were divided into three categories which consist of respondents which are not interested in using liquid soap, respondents which are interested in using liquid soap and are the user of liquid soap. The Thurstone analysis indicates that the benefit which is represented by scent is the most important attribut of the liquid soap. The perception of respondents towards liquid soap is related with the recognition of respondents towards the product. The price sensitivity indicates that the price of liquid soap found in the market nowadays does not completly fullfill respondent’s expectation