Top Of Mind Awareness (TOMA) Strategy For Hypermarket ‘X’ In Surabaya

Hapsari, Indri and Pawitra, Theresia and Natalia, Christina (2011) Top Of Mind Awareness (TOMA) Strategy For Hypermarket ‘X’ In Surabaya. In: The 2nd International Research Symposium in Service Management, 26th to 30th July 2011, University of Pembangunan Nasional (UPN) Veteran Yogyakarta.

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Surabaya as one of the biggest cities in Indonesia has great demands for retail industry. There are 5 hypermarkets in Surabaya, with 3 of them dominate 88.5% total revenue in 2009. This competition has causes every hypermarket to rearrange and refresh their marketing strategies in order to win the competition. The questions that the hypermarket X’s manager has to answer are mostly about these 3 questions. The first one is ‘Does my brand is the first retrieved brand?’. Using Top-of-Mind Awareness concept, a self-administered questionnaire was used to gain the data from 150 respondents, with 138 were completely filled. The result is Carrefour leads with 43.48%, meanwhile Hypermarket X only gains 20.29%. The second one is ‘Do consumers purchase at the first retrieved brand?’ The Chi-square test with significant level below 0.05 proves that there is a relationship between TOMA Hypermarket and future purchased hypermarket. And the last question is ‘How my hypermarket will be able to be the first retrieved brand?’ Paired t-test, Chi-square, Discriminant, and Quadrant analysis will explain it. Hypermarket X needs to maintain their ‘empathy', improve their ‘reliability’ and ‘price guarantee’ by ‘advertisement’, in order to win the competition.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Top of Mind Awareness, Retailing, Hypermarket, Discriminant, Chi-square
Subjects: T Technology > T Technology (General)
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Indri Hapsari 203009
Date Deposited: 23 Jul 2013 00:52
Last Modified: 07 Apr 2022 07:37

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