In Press ANALYSIS OF MILLENNIAL MOMS’ SEGMENTATION AND PERCEPTUAL MAPPING OF INFANT FORMULA MILK MARKET IN JAKARTA Annetta Gunawan 1 ; Raymond Glean 2 ; Brian Garda Muchardie 3 1,2,3 International Marketing Department, School of Business Management, Bina Nusantara University Jln. K.H. Syahdan No 9, Jakarta Barat, DKI Jakarta, 11480, Indonesia 1 angunawan@binus.edu; 3 bmuchardie@gmail.com Received: 25 th August 2016/ Revised: 11 th November 2016/ Accepted: 16 th November 2016 How to Cite: Gunawan, A., Glean, R., & Muchardie, B. G. (2016). Analysis of Millennial Moms’ Segmentation and PerceptualMapping of Infant Formula Milk Market in Jakarta. Binus Business Review, 7(3), 255-260. http://dx.doi.org/10.21512/bbr.v7i3.1517 ABSTRACT The growing segment of the millennial moms who have a heterogeneous character, as well as the development of formula milk industry especially in Jakarta, makesmarketer oinfant formula milk must determine the right strategy to reach every availabletarget market. The purpose of this researchis to explore the factors that inluence the millennial moms in making decision to purchase infant formula productand to use these factors as a basis to determine the segmentation of millennial moms inthe formula milk industry as well as themaking of perceptual in formula milk industry in Jakarta. The used method in this research is content analysis for the exploratory study whose data are collected through in-depth interviews, cluster analysis andcrosstabulation, and multidimensional scaling for descriptive research which data is obtained through the questionnaire. The obtained results are factors that affect the millennial moms in selecting a formula milk, which areprice, nutrition, word of mouth, no side effects, taste, commercials, good result, brand loyalty, the recommendation from doctors, pure ingredients, compatibility with the child’s body, random trial and error. In addition, there are four market segments of millennial moms in infant formula milk market in Jakarta. There are medical-concern moms, well-educated moms, experience-based moms and random-trial moms. Last, the perceptual mapping of formula milk brand in Jakarta shows ive groups of brand according to the dimensions of economy-class of formula milk (economic vs premium) and variants of formula milk (plain vs. lavor). Keywords: buying decision, behavioral segmentation, perceptual mapping, millennial moms INTRODUCTION Along with the times, the growth of the dairy industry in Indonesia has increased by 20 percent each year, while the infant milk production grows 25- 30 percent per year (Priyadi, 2008). However, if it is viewed from the business prospect for the powdered milk or formula milk industry in Indonesia and the state of Indonesia as the fourth largest population country the world, it will be a good business opportunity for formula milk industry to enter the Indonesian market with diverse market segmentation. Each segment of mothers from low-grade, medium to upscale need a formula that is best for their child. Moreover, in line with the planning of innovative marketing strategy such as interesting product packaging, it can dominate Indonesian formula milk market. Table 1 shows the data of market share of eight top brands in formula milk with the largest amount of sales volume from 2013 to 2015 in Indonesia. The main target of infant formula milk industry at the moment is the mothers in ‘Y’ generation or millennial moms. Over the past two decades, ‘Y’ generation or millennial mom has become an important part of market segment (Noble, Haytko, & Phillips, 2009). According to Goggin et al. (2014) in Binus Business Review, 7(3), November 2016, 255-260 DOI: 10.21512/bbr.v7i3.1517 255 Copyright©2016 P-ISSN: 2087-1228 E-ISSN: 2476-9053