Transformasi produk alat masak nasi pada masyarakat Sunda sebagai basis segmentasi pasar

Cooking is a routine in the household to fulfill basic human needs. This study examines development and changes cooking activities Sundanese society, characterized using tools, process, efficiency of procedures, values adopted activities. The approach used this an ethnographic design participatory observation. purpose observe rice their transformation terms utensils design, habits, as well effect on with case traditional houses people. habits significant semi-modern modern products Kampung Naga, Tasikmalaya, West Java were observed manner. findings developments culture, processes, designs cookware are basis for market segmentation which divided into two main segments can later be needs target users cultural values, product efficiency, value user. home business segments, more specific segments. Specific segment ordinary extraordinary households. In contrast, accommodation providers, food drink service other sectors.