PREMIUM FRESH PRODUCE MARKETING SUCCESS FACTORS THROUGH PRODUCT QUALITY DIMENSIONS AS CUSTOMER DRIVING FORCES: A CASE STUDY OF FRUIT SPECIALTY STORE PRODUCT DISPLAY OPTIMIZATION IN BANDUNG

Abstract

This study try to give a new insight of how fresh fruit specialty store utilize product quality as their business success strategy and drive the customer to give concern on premium product that offers at store.

The study apply qualitative method with case study research design. Since the study propose to elaborate and determine the existing phenomena, the application of descriptive research design used to describe comprehensive insight of fresh fruit product quality dimensions provision in specialty store and its distribution mapping along with marketing product strategy of premium apple fruit. Data obtained through direct interview to key informants from specialty store managements who have role to the provision and marketing of premium fresh apple in the store with judgmental sampling technique along with observation that used as primary data of the study.

The study found that product supply on premium fresh apple that imported from China to Indonesia and sold at fruit specialty store based on distribution and supply chain description can be seen as structured market format with horizontal supply chain type of short food supply chains (SFSCs).

Keywords: premium fresh produce marketing, business success strategy, fruit specialty store product display optimization in Bandung