CUSTOMER SEGMENT IDENTIFICATION AND ANALYSIS AS A KEY STRATEGY IN DETERMINING TARGET MARKETS FOR ICE STICK FRUIT MEDAN MSMEs

Halimatussa'diah Halimatussa'diah

Abstract


This study aims to identify and analyze customer segments as a basis for implementing target market strategies for the Medan Ice Stick Fruits MSME product. This study uses a qualitative descriptive method with information collection techniques through observation, interviews, observations, and documentation. Data were analyzed using the Show Miles and Huberman model through the process of data reduction, data presentation, and conclusion drawing. The results show that customer segments can be described based on demographic variables (age and economic status), geographic (domicile area around Medan), and psychographic (healthy lifestyle and preference for practical fruit-based foods) variables. The most potential segment opportunities are children, teenagers, and housewives who need healthy, affordable, and easily available snacks. These results confirm that identifying the right customer segmentation can strengthen market targeting and increase the effectiveness of the Medan Ice Stick Fruits MSME marketing strategy.


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DOI: https://doi.org/10.3059/insis.v0i0.29373

DOI (PDF): https://doi.org/10.3059/insis.v0i0.29373.g14884

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