Marketing Strategy Design Based On Online Consumer Behavior for Anime Action Figure at Multi Toys N Game Surabaya
Abstract
Multi Toys N Game is a store whose main business is selling action fi gures both offl ine and online which is currently under a heavy competitions from similar store. In order to win the competition, it needs a marketing innovations that should be based on the factors that can infl uence the customers, especially the online customers that will give it a better profi t. The research revealed that characteristic of the buyer are male (86%), aged 19-24 (67%), student (60%), and with monthly expense of less than 3 million rupiah (71%). Most of the buyers are member of hobby community from where they are easily infl uenced in buying new action fi gures. 56% of the buyers actively using internet and social media on daily basis. The most popular product lines are nendoroid (51%), followed by gundam (48%). These behavior are then used to design marketing innovations to improve the online buying experience for its customers. The improvement should be made to cover at least three areas: price positioning, product range availability, and payment process options.
Moraref