Analysis Of Consumer Response Sensitivity In Brand Extension (Brand Extension) Lifeboy Brand Soap (Case Study Of Faculty Of Computer Science, University Of North Sumatra)

Feb 27, 2025 by ADMIN 171 views

Analysis of Consumer Response Sensitivity in Brand Extension: A Case Study of Lifebuoy Brand Soap

Introduction

In today's highly competitive market, companies are constantly seeking ways to expand their product lines and increase their market share. One effective strategy is brand extension, where a company introduces a new product that is related to its existing brand. However, the success of brand extension depends on various factors, including consumer response sensitivity. This study aims to analyze the level of sensitivity and direction of consumer response to the expansion of the Lifebuoy bath soap brand, specifically among students of the Faculty of Computer Science, University of North Sumatra.

Methodology

This study employed a descriptive analysis and sensitivity analysis of responses and statistics through validity and reliability tests with the help of SPSS 16.0 software for Windows. The data was collected from a sample of students from the Faculty of Computer Science, University of North Sumatra, who were asked to respond to a questionnaire about their preferences and attitudes towards the Lifebuoy bath soap brand.

Results

The results showed that 37.74% of respondents were 19 years old, and 75.47% were students of 2008. The sensitivity level of consumer responses to brand expansion from solid bath soap to Lifebuoy liquid soap was recorded at 6.28, indicating a sensitive response. Further analysis revealed that the strength of the response to the Lifebuoy liquid soap was much stronger than the solid bath soap, with a difference in reduction of 101. This suggests that the extension of the brand from solid soap to liquid bath soap managed to stimulate a more sensitive and positive response from respondents.

Discussion

The results of this study indicate that the expansion of the Lifebuoy bath soap brand from solid to liquid soap was successful in attracting new consumers, especially among students. This is a significant finding, as students are a market segment that is quite active and sensitive to product changes. The study also highlights the importance of prioritizing the quality and excellence of liquid bath soap as a new product, as well as exploring the factors that influence consumer preferences in choosing between solid and liquid soap.

Research Implications

The findings of this study have several implications for marketers and companies. Firstly, the study suggests that brand extension can be an effective strategy for attracting new consumers, especially among students. Secondly, the study highlights the importance of prioritizing the quality and excellence of new products, as well as exploring the factors that influence consumer preferences. Finally, the study suggests that companies should continue to develop new products, taking into account feedback from consumers as an integral part of the development process.

Conclusion

In conclusion, this study provides valuable insights into the level of sensitivity and direction of consumer response to the expansion of the Lifebuoy bath soap brand. The results suggest that the expansion of the brand from solid to liquid soap was successful in attracting new consumers, especially among students. The study also highlights the importance of prioritizing the quality and excellence of new products, as well as exploring the factors that influence consumer preferences. These findings have significant implications for marketers and companies, and provide a valuable reference for planning product strategies in the future.

Recommendations

Based on the findings of this study, the following recommendations are made:

Prioritize the quality and excellence of new products: Companies should prioritize the quality and excellence of new products, as this is a key factor in influencing consumer preferences.
Explore the factors that influence consumer preferences: Companies should explore the factors that influence consumer preferences, such as ease of use, effectiveness, and health features associated with the Lifebuoy brand.
Continue to develop new products: Companies should continue to develop new products, taking into account feedback from consumers as an integral part of the development process.
Target students as a market segment: Companies should target students as a market segment, as they are a highly active and sensitive group to product changes.

Limitations

This study has several limitations, including:

Sample size: The sample size of this study was limited to students from the Faculty of Computer Science, University of North Sumatra.
Data collection method: The data was collected through a questionnaire, which may not be representative of the entire population.
Generalizability: The findings of this study may not be generalizable to other populations or contexts.

Future Research Directions

Future research directions include:

Replicating the study: Replicating the study with a larger sample size and in different contexts.
Exploring the factors that influence consumer preferences: Exploring the factors that influence consumer preferences in more detail.
Developing new products: Developing new products that take into account feedback from consumers as an integral part of the development process.

Conclusion

Introduction

In our previous article, we analyzed the level of sensitivity and direction of consumer response to the expansion of the Lifebuoy bath soap brand, specifically among students of the Faculty of Computer Science, University of North Sumatra. In this article, we will answer some of the most frequently asked questions about the study.

Q: What is brand extension, and why is it important?

A: Brand extension is a marketing strategy where a company introduces a new product that is related to its existing brand. It is an important strategy because it allows companies to expand their product lines, increase their market share, and attract new consumers.

Q: What are the benefits of brand extension?

A: The benefits of brand extension include increased brand recognition, improved customer loyalty, and increased market share. It also allows companies to leverage their existing brand equity and reputation to launch new products.

Q: What are the challenges of brand extension?

A: The challenges of brand extension include the risk of diluting the brand's image, confusing consumers, and cannibalizing sales from existing products. Companies must carefully consider these risks and develop strategies to mitigate them.

Q: How did you collect data for this study?

A: We collected data through a questionnaire administered to students from the Faculty of Computer Science, University of North Sumatra. The questionnaire asked respondents about their preferences and attitudes towards the Lifebuoy bath soap brand.

Q: What were the key findings of this study?

A: The key findings of this study were that the expansion of the Lifebuoy bath soap brand from solid to liquid soap was successful in attracting new consumers, especially among students. The study also highlighted the importance of prioritizing the quality and excellence of new products, as well as exploring the factors that influence consumer preferences.

Q: What are the implications of this study for marketers and companies?

A: The implications of this study for marketers and companies are that brand extension can be an effective strategy for attracting new consumers, especially among students. Companies should prioritize the quality and excellence of new products, as well as explore the factors that influence consumer preferences.

Q: What are some potential limitations of this study?

A: Some potential limitations of this study include the sample size, which was limited to students from the Faculty of Computer Science, University of North Sumatra. The study also relied on a questionnaire, which may not be representative of the entire population.

Q: What are some potential future research directions?

A: Some potential future research directions include replicating the study with a larger sample size and in different contexts, exploring the factors that influence consumer preferences in more detail, and developing new products that take into account feedback from consumers as an integral part of the development process.

Q: What are some potential applications of this study?

A: Some potential applications of this study include developing marketing strategies for companies that are considering brand extension, identifying opportunities for product innovation, and improving customer satisfaction.

Conclusion

In conclusion, this Q&A article provides additional insights into the analysis of consumer response sensitivity in brand extension. The study highlights the importance of prioritizing the quality and excellence of new products, as well as exploring the factors that influence consumer preferences. We hope that this article will be helpful to marketers and companies that are considering brand extension as a marketing strategy.

Frequently Asked Questions

Q: What is the definition of brand extension? A: Brand extension is a marketing strategy where a company introduces a new product that is related to its existing brand.
Q: What are the benefits of brand extension? A: The benefits of brand extension include increased brand recognition, improved customer loyalty, and increased market share.
Q: What are the challenges of brand extension? A: The challenges of brand extension include the risk of diluting the brand's image, confusing consumers, and cannibalizing sales from existing products.
Q: How did you collect data for this study? A: We collected data through a questionnaire administered to students from the Faculty of Computer Science, University of North Sumatra.
Q: What were the key findings of this study? A: The key findings of this study were that the expansion of the Lifebuoy bath soap brand from solid to liquid soap was successful in attracting new consumers, especially among students.

Glossary

Brand extension: A marketing strategy where a company introduces a new product that is related to its existing brand.
Consumer response sensitivity: The degree to which consumers are sensitive to changes in a product or brand.
Marketing strategy: A plan of action designed to achieve a specific marketing objective.
Product innovation: The process of developing new or improved products.
Customer satisfaction: The degree to which customers are satisfied with a product or service.