SEGMENTATION AND CONSUMER PREFERENCE OF WEDDING ORGANIZER IN SEMARANG

Abstract

The wedding organizer industry in Semarang is growing along with its economy. This trend
induces industry players to deliver the best service to its consumers. Segmentation needs to be
conducted to achieve the best products and service delivery. Asides from that, this study also
aims to determine consumer preference in each segment. 428 respondents were interviewed in
this study using non-probability sampling. There were 4 segments discovered: uncomplicated
couple, think too much couple, blue-blood family couple and wedding dream couple. These
segments were then analyzed with cross tabulation to yield preferences for each segment.