Tujuan dari laporan ini adalah untuk menganalisis data kualitatif dan kuantitatif yang dikumpulkan dengan fokus pada tindakan potensial yang dapat diambil supermarket untuk menghilangkan konsumsi plastik.
Permasalahan keputusan manajemen yang kami jawab melalui penelitian yang disajikan dalam laporan ini adalah Analisis atas Perlu Tidaknya Countdown Supermarket Menawarkan Alternatif Pengganti Plastik untuk Produk-Produk yang Masih Menggunakan Kemasan Plastik Sekali Pakai.
Kami merancang pertanyaan penelitian khusus yang kami gunakan untuk membuat survei online melalui platform Qualtrics. Kuisioner kemudian digunakan dalam wawancara satu lawan satu dalam tahap penelitian kualitatif, untuk mendapatkan wawasan tentang persepsi dan nilai konsumen. Wawancara yang ditranskripsi kemudian diberi kode, untuk menyoroti tema yang berulang di seluruh data yang diperlukan untuk memahami konsumen. Tema utama yang disajikan adalah keinginan akan kenyamanan dan nilai uang.
Pertanyaan dimasukkan mengenai kebiasaan berbelanja konsumen, kesadaran mereka tentang isu terkini mengenai dampak lingkungan dari penggunaan plastik, persepsi dampak lingkungan saat ini dari penggunaan plastik, dan kesediaan mereka untuk membayar alternatif plastik. 60 konsumen menjawab survei tetapi 1 diantaranya tidak menyelesaikan survei, data yang kami kumpulkan dari responden dianalisis melalui software bernama SPSS. Melalui analisis ini, kami menentukan frekuensi dan statistik deskriptif serta melakukan beberapa uji analisis statistik. Ini termasuk T-test, Chi square, Anova, dan Regression. Analisis menyimpulkan bahwa yang terbaik adalah menawarkan alternatif bebas plastik untuk produk yang masih membutuhkan kantong / wadah plastik sekali pakai, namun keputusan ini harus diambil dengan hati-hati karena membutuhkan waktu dan relatif sulit untuk mengubah pola pikir masyarakat dan
Sebagai kesimpulan, sebaiknya Countdown membuat kampanye untuk mempromosikan alternatif bebas plastik yang berfokus pada peningkatan kesadaran terhadap dampak lingkungan dari plastik sekali pakai dan juga menghadirkan efisiensi biaya alternatif bebas plastik.
The purpose of this report is to analyse the qualitative and quantitative data gathered focusing on the potential action that supermarkets could take in order to eliminate plastic consumption.
Our management decision problem to answer through the research presented in this report is should countdown offer plastic free alternatives to products still requiring the use of single use plastic bag/container.
This decision problem provided the basis for our marketing research problems, from which we designed specific research questions that we used to create a survey through questionnaire. The questionnaire was then used in one on one interviews in the qualitative stage of research, to gain insight into consumer perceptions and values. The transcribed interviews were then coded, to highlight recurring themes throughout the data which were needed to understanding consumers and answering the question in management decision. The key themes presented were the desire of convenience and value for money.
Based on this research, we created on online survey through the platform Qualtrics to gather quantitative data. Questions were included regarding consumers shopping habits, their consciousness of current issue regarding environmental impact of plastic use, perception of current environmental impact of plastic use, and their willingness to pay for plastic alternatives. 60 consumers responded to the survey but 1 of them did not finish the survey, the data we gathered from the respondents was analysed through a software called SPSS. Through this analysis, we determined the frequencies and descriptive statistics and conducted several statistical analysis tests. These included T-tests, Chi square, Anova, and Regression. The analysis concluded that it is best to offer plastic free alternatives to product still requiring single use plastic bag/container, however, this decision have to be carefully made because it takes time and relatively difficult to change people’s mindset and
To conclude, we recommend that Countdown should create a campaign to promote plastic free alternatives focuses on increasing awareness towards environmental impact of single use plastics and also presenting the efficiency of plastic free alternative cost. This campaign, coupled with another promo which will provide an incentive to purchase a product despite of the inconvenient. By offering special discount for one month, will align with values and incentives for customer. Therefore, the management decision problem of should Countdown offer plastic free alternatives to product still requiring single use plastic bag/container has a suggested solution.
MK-Nadhila Safira Farindira.pdf :: Unduh