MSME Market Segmentation Analysis for Dessert Culinary Products in Malang Raya

The increasingly fierce competition in the culinary industry requires MSMEs to make various innovations. Hence, it is necessary study market segmentation map out conditions and consumer profiles. This aimed analyze MSME segment for dessert, products Malang Raya based on geographic, demographic, psychographic segmentation. type of research applied quantitative research. object this My Dessert Box, which a new start-up business has sales area covering area. sample was determined using purposive sampling technique. data collection method employed questionnaire, while analysis cross-tabulation k-mean analysis. results reveal that geographic demographic cluster 1 City dominated by female consumers aged 21-30 years, 2 Regency had an equal number male with age range 21- 30 3 Batu 17-20 years. Psychographic divided into three clusters as follow, consists who seek information through testimonies before making purchase, consider prices attractive offers purchasing dessert products, emphasizes product innovation such variation flavors. findings could be used reference