The objective of this study is to assist companies that have interests in developing Pita Bread business in Indonesia. This study provides a through knowledge on consumers behavior and value needs identification for Pita Bread. It covers mapping of consumer segmentation especially in the perspectives of behavior based, and review of some opyions of targeted segments. This study will evaluate several positioning strategies and recommend the most feasible marketing strategy in the introductory phase for market penetration purpose. This study is also considered as one of the first study about Pita Bread in Indonesia which is intended to assist in providing information and knowledge about consumers behavior.

Supervisor: Amalia E. Maulana