Local Guitar Position Mapping Based on Consumer Preferences and Perceptions Using Multidimensional Scaling

^1,3 Industrial Engineering, Institut Teknologi Nasional Bandung, Jl PHH Mustofa No.23, Bandung, 40124, Indonesia.
² Computer Engineering, Politeknik Piksi Ganesha Bandung, Jl Gatot Subroto 301, Bandung, 40274, Indonesia.

^* Email: hendang@itenas.ac.id

Abstract

The potential of the acoustic guitar market in Indonesia has attracted the interest of local businesses in the home industry to create and promote their own acoustic guitar brands within the country. To ensure the appeal of their guitar products to consumers, these businesses must carefully consider product attributes that align with consumer tastes and needs. Conducting a thorough analysis of competitors is also crucial, helping identify strengths and weaknesses to develop effective marketing strategies. Local brands such as Genta, Grande, Stranough, and Avirama have established positive brand images among Indonesian consumers. Recognizing the impact of a strong brand image on consumer loyalty, it is advisable for home industry entrepreneurs to differentiate their acoustic guitars from existing local brands. This research aims to identify the specific attributes that resonate with the tastes and needs of domestic consumers and to position Genta, Grande, Stranough, and Avirama brand acoustic guitars as a reference for designing marketing strategies. The study utilizes the 4P marketing mix approach to identify consumer preferences, collecting data through a questionnaire and applying the Multidimensional Scaling method for analysis. The results highlight that sound quality, price-to-quality ratio, material quality, warranty, ease of purchase, price flexibility, discounts, and completeness of features are crucial factors influencing consumers’ choices in acoustic guitars. Genta excels in price-to-quality ratio, material quality, ease of purchase, price flexibility, and completeness of features. Grande stands out for sound quality and discounts, while Avirama leads in warranty offerings. Stranough shares a similar market segment with Genta due to comparable consumer perceptions, Grande and Avirama occupy distinct segments. This comprehensive understanding of consumer preferences and brand positioning can guide home industry businesses in formulating effective marketing strategies for their acoustic guitar products.