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This study were aimed to analyze the market segmentation of goat milk in the Bogor region, Indonesia and to analyze the consumer characteristics and factors which affecting consumer behavior in consuming goat milk in order to serve as the basic data in formulating the marketing strategies of goat's milk in Bogor Regency. The subjects of this study were agents, retailers and goat milk consumers. The data were collected through depth interviews used comprehensive questionnaires. One hundred fifty (150) goat milk consumers were taken in this study. The parameters of this study are goat milk consumption, consumer characteristics and some factors that influence the purchasing behavior of goat's milk. Data analysis was conducted on the analysis of consumer characteristics was performed by descriptive analysis and the factors that influence goat’s milk purchase decision and goat's milk market segmentation was performed by Structural Equation Modeling (SEM) and cluster analysis. Finding the result showed most of goat milk consumers decided bought goat milk because of health reason, productive consumer which age of 21 to 60 years on average relatively high educated and working as private employees, state employees and civil servants as well as derived from the Javanese and Sundanese. A Goat milk consumer in the area of Bogor was not dominated by Arabs and Chinese ethnic, but mainly from the Sundanese and Javanese. The result showed that consumers purchasing interest were directly affected by social and psychological factors of consumer, and were not influenced by personal factors and consumer subculture. Consumer factually purchasing was directly affected by personal factors (education level and occupation) and consumer purchase interest, indirectly affected by social and psychological factors, the purchasing behavior was not influenced by subculture factors of consumer. The image of goat's milk as a healthy drink could be done through the promotion of media products through advertising, distribution, and by improving customer service.
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