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Analysis of consumer attitude toward product attributes of flow cytometer

Aam Suryatman., Lilik Noor Yuliati and Hari Wijayanto

Guava is one of Flow Cytometers that marketed in Indonesia. The aims of this study were to identify which product attributes of Flow Cytometer are most important to consumer, to analyze the consumer attitude toward product attributes of Guava comparing to the two competitors, and to identify Guava brand positioning in the market. The study involved 50 respondents that were selected by convenience sampling, in which the respondentshad knowledge and experience in using Flow Cytometer. Descriptive analysis, Thurstone scale, Multiattribute Fishbein, and Biplot were used to analyze the data. The product attributes that were examined include: size, laser, detector, flow cell, sample, application, sample input, software, reagent, consumable, price, warranty, sales team, marketing team and technician team. The result showed that laser, detector, flow cell, software and application are the most important product attributes of Flow Cytometer to consumer. Consumer had the more positive attitude toward product attributes of Guava compare to its competitor. The result suggested the brand owner of Guava have to maintain its product attributes excellence and to improve its attributes weakness.

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