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Library's collection Library's IT development CancelThe idea of the thesis writing emerges from the phenomena that occur in the
market, as described at background of the study. The example is costomer
behavior that tends to change toward the attribute of a product and also the
development of it, especially to the attribute, that becomes one of solutions. In
applying it, the correct understanding about kind and attribute of the product is
needed, that is basic of customer action in deciding to buy the product. By having
this basic knowledge, the thesis writer brings a statement of the problem of" How
is customer preference toward the attribute of several products in young
professional group", the purpose of the study is to know whether there is a
different preference of young professional group who has little expense (<500,000
- 750,000) compare to those who has great level of expense (760,000 ->
1,500,000) in giving credit to the attribute of convenience product (shampoo and
liquid soap), shopping (clothes and jeans), and specialty (celluler phone and car).
In analysis the issue, the thesis writer uses primary data (questionnaire) of
100 respondents, they are young professional who live in Surabaya. Those
respondents consist of : 25 married male respondents ; 25 married female
respondents ; 25 single male respondents ; 25 single female respondents. Then,
the data is processed using SPSS for Windows Release 6.00 program (crosstab
and diffrent mean test is enclose at appendix 1 and 2). The result of analysis and
discussion at chapter 4 shows that the preference of young professional group is
generally homogeneous. In this case, the different preference of both young
professional group who have low end high level of expenses is not too dominant
or does not occur. So, at chpter 5 the thesis writer concludes that the segmentation
concept or pattern applying, targetting, and positioning (STP) daes not have to be
applied if having the customer criteria like this research / project. In addition,
customer preference is relatively changed, so that continuing research toward this
preference issue is needed.