THE CUSTOMERS’ PERCEPTION TOWARD MARETING MIX OF HYPERMART, MULTI MART, AND FRESHMART MANADO

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ABSTARCT: Retailing  is  defined  as  all  the  activities  that  involve  selling  of  goods  or  services  directly  to  the  final customer for their personal, non-business use via shops, market, door-to-door selling, and mail-order or over the internet  where  the  buyer  intends  to  consume  the  product.  Retailing  can  also  be  defined  as  the  activity  that ensures  that  customers  derive  maximum  value  from  the  buying  process.  This  research  is  conduct  in  Manado, North  Sulawesi.  The  objectives  of  this  research  are  to know the customers‟ perception on marketing mix of retail store in Manado. This research is comparative study, which is a study conducted by collecting data from several  settings  or  organizations.  The  population  in  this  research  are  all  current  customers,  buyers,  and  all potential  customers,  buyers  and  customers  of    Hypermart,  Multi  Mart  and  Freshmart  in  Manado,  whereas samples  taken  are  100  respondents.  The  conclusion  of  this  research,  people  in  manado  have  their  own perception on retail store  (Hypermart, Multi Mart, and Freshmart). People in Manado see that each retail store have  their  own  value  to  offer  to  their  customer.  This  study  reveals  that  in  terms  of  product  and  place  in marketing mix, Hypermart is more superior compare to both if it‟s competitors. In the terms of price and promotion, Freshmart is more superior. This means Multi Mart‟s marketing mix policy still in the shade of both of it‟s competitors.
Keywords: customer perception, retail store
Author: Vina Lenda Manoppo
Journal Code: jpmanajemengg140115

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