The Application of Consumer’s Knowledge and Involvement Concept in “Adu Segar Larutan Penyegar” Case Study from Brand Cap Kaki Tiga Perspective

2590 Words Nov 3rd, 2012 11 Pages
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CONSUMER BEHAVIOR PAPER | The Application of Consumer’s Knowledge and Involvement Concept in “Adu Segar Larutan Penyegar” Case Study from Brand Cap Kaki Tiga Perspective | September 2012 |
MMBM Batch 25 Team #2
Dickson Mulia 0152121007
Genoveva Iswati 0152121016
Arfianti Puspitarini 0152121035
Maulana 01521210xx

EXECUTIVE SUMMARY
Larutan Penyegar Cap Kaki Tiga, currently being manufactured by PT Kinocare, is facing a fierce competition against Larutan Penyegar Cap Badak since Wen Ken Drugs decision in February 2011 to withdraw the license from PT Sinde Budi Sentosa and granted it to PT Kinocare.
In the market, the new Larutan Penyegar Cap Kaki Tiga is perceived as a replica product of its predecessor and they are struggling
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Kino’s product quality has met international standard qualification, proved by the increasing demands from the markets all over the world.

II. BASIC CONCEPT AND THEORY
The scope of analysis of “Adu Segar Larutan Penyegar Cap Badak vs. Kaki Tiga” case is focused on Consumer’s Product Knowledge and Involvement concept.

Consumers have different levels of product knowledge, which they can use to interpret new information and make purchase choices. Levels of knowledge are formed when people acquire separate meaning concepts (accretion process) and combine them into larger, more abstract categories of knowledge (tuning). The levels of product knowledge are classified based on below spectrum: More Abstract | | | Less Abstract | Product Class | Product Form | Brand | Model/Features | “Larutan Penyegar” | Ready-To- Drink | Cap Kaki Tiga | Original(Bottled , 200ml & 500ml)Fruity taste(Canned, 330ml, available in 7 variants) |

Because consumers are likely to make separate purchase decisions at each level of knowledge, marketers need to understand how consumers organize their product knowledge in terms of these different levels. Thus, based on this concept, the basic questions that might arise are “What are the levels of product knowledge for “Larutan Penyegar”? and “Which are the dominant factors that

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