Descriptive analysis reveals consumer perceptions of the 7Ps in a local snack brand, indicating areas for improvement.
Key Points
Consumer perceptions of Hj. Karmi's chili chips are overall positive, especially regarding price and process, indicating strong initial customer satisfaction.
The survey involving 40 participants revealed high ratings for price and people, while physical evidence performed only average, suggesting branding needs improvement.
The descriptive analysis employed gap analysis to determine areas for enhancement in the marketing mix, highlighting promotion and product as critical focus points.
Recommendations include improving product quality and packaging, enhancing store accessibility, and increasing digital presence to attract more consumers.