Proceedings of The 2nd International Conference On Advance And Scientific Innovation, ICASI 2019, 18 July, Banda Aceh, Indonesia

Research Article

Markov Chain Model in Measuring Brand Switching of Cooking Oil

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  • @INPROCEEDINGS{10.4108/eai.18-7-2019.2288574,
        author={Muhammad Dharma Tuah Putra Nasution and Nashrudin  Setiawan and Yossie  Rossanty and Irawan  Irawan and Solly Aryza Lubis},
        title={Markov Chain Model in Measuring Brand Switching of Cooking Oil},
        proceedings={Proceedings of The 2nd International Conference On Advance And Scientific Innovation, ICASI 2019, 18 July, Banda Aceh,  Indonesia},
        publisher={EAI},
        proceedings_a={ICASI},
        year={2019},
        month={11},
        keywords={markov chain brand equity brand switching market share external factor internal factor},
        doi={10.4108/eai.18-7-2019.2288574}
    }
    
  • Muhammad Dharma Tuah Putra Nasution
    Nashrudin Setiawan
    Yossie Rossanty
    Irawan Irawan
    Solly Aryza Lubis
    Year: 2019
    Markov Chain Model in Measuring Brand Switching of Cooking Oil
    ICASI
    EAI
    DOI: 10.4108/eai.18-7-2019.2288574
Muhammad Dharma Tuah Putra Nasution1,*, Nashrudin Setiawan1, Yossie Rossanty1, Irawan Irawan1, Solly Aryza Lubis2
  • 1: Faculty of Social Science, Universitas Pembangunan Panca Budi, Medan, Indonesia
  • 2: Faculty of Science and Technology, Universitas Pembangunan Panca Budi, Medan, Indonesia
*Contact email: dharma_nasution@dosen.pancabudi.ac.id

Abstract

This research aims to explore the brand switching of cooking oil to other brands made by the purchasers, especially homemakers. Another goal is to analyze the various considerations of homemakers when choosing and deciding to switch to another brand. The authors also explain how the market share of cooking oil brands in the present and future and use descriptive analysis by presenting the results of information from homemakers as consumers of various brands of cooking oil. The data collected in this research are primary and secondary data. The result of this study is that consumers who switched to Tropical and Sania were more than consumers who moved from both brands. Meanwhile, Sunco consumers are the most consumers switching to other brands. The most popular brand of cooking oil is Bimoli. The next sequence is Tropical and Sania. Most consumers choose Bimoli cooking oil because this oil is classified as a famous product, easily obtained, and the habits of the family. Unlike Tropical, most consumers choose because of the economical price. For Sania, consumers who choose this brand is due to nutritional value information and is classified as a famous brand. The results also show that market share is still dominated by Bimoli, followed by Tropical and Sania. Bimoli's market share growth is predicted to grow by 2.4 percent. A significant market share increase occurred in Sania, while there was a decrease in market share for Tropical.