The Assessment of Kin's E-Commerce Customers’ Understanding Towards A2 Protein Based on Pasteurised Milk Survey

Abstract

PT. ABC Kogen Dairy is a subsidiary of ABC Group, which collaborated with Mitsui & Co. from Japan to establish a dairy company that acts as the solution of limited national milk production. After a five year journey, KIN’s pasteurised milk has been one of the leading products in Indonesia’s fresh milk market which implies good acceptance and likeness from customers, especially those of e-commerce platforms. However, the consumption category and purchase behavior of such customers remained unknown. The marketing division decided to clarify this ambiguity by doing an online survey amongst KIN’s e-commerce customers who have purchased KIN pasteurised milk products from September 2020 to August 2021 utilizing the Google Form application. This online survey aimed to understand the consumption category, analyze the understanding, and educate KIN’s e-commerce pasteurised milk customers from September 2020 until August 2021. The result showed that the main reasons for purchase were still due to its Taste and Flavor (55.8%) as well as that it is A2 Milk (32.6%). The overall respondents had a good agreement for the given statement of the benefits of A2 Milk, specifically for Statement 1-4, and extremely good for Statement 5 implying a good understanding of A2 Milk. Besides performing such a survey, the author was appointed to help answer the questions from customers, specifically about the presence of A2 protein and other scientific-based product knowledge to educate KIN’s social media and e-commerce audience who initiatively ask about advanced products knowledge. The resulting data is beneficial for the marketing department to project their direction of the future campaigns as we have gotten the benchmark of customers’ understanding level.