Analisis Segmentasi Pasar Produk Susu Kambing di Peternakan Telaga Rizqy, Metro Timur, Lampung

Abstract

This study aims to analyze the market segmentation of goat milk products—specifically pasteurized liquid milk and powdered milk—produced by Telaga Rizqy Dairy Goat Farm in Metro Timur, Lampung. Utilizing a qualitative descriptive approach, the research explores four key segmentation variables: demographic, geographic, psychographic, and behavioral. Findings indicate that Telaga Rizqy’s consumer base is diverse, ranging from children and health-conscious adults to elderly individuals seeking functional nutrition. Demographic segmentation shows that most consumers come from middle to upper-income groups. Geographically, liquid products are preferred in urban areas, while powdered milk suits rural markets with limited cold storage. Psychographically, buyers are often influenced by health trends, natural lifestyles, and Islamic dietary values. Behaviorally, consumers include loyal buyers, therapeutic users, and resellers. The study concludes that an accurate segmentation strategy allows for more targeted product development, pricing, promotion, and distribution. Implementing differentiated marketing based on segment-specific needs can improve customer satisfaction, sales volume, and brand loyalty in the goat milk industry.