Theories Of Consumer Behavior

1.0 Introduction

1.1 Background

The purpose of this research is to help retailers to know more about the consumer behavior, value of customer, and shopping motivation in order to help the retailers to be more efficient. This research will be focusing on shopping motivation, which is hedonic or utilitarian values. If the retailer are able to understand customers mind, retailers are able to understand the multiply of motives for shopping and this research will help the retailer to recommend some options for marketing strategy for retailers in Indonesia.

Indonesia’s retail landscape are currently having a great change as more and more modern outlets developing to replace wet markets and independent small shops. Indonesian consumers have a high

Culture and the condition of a country’s economy may moderate the level of hedonic and utilitarian shopping motives and experience (Karim, Kumar and Rahman, 2013). The high level of hedonic shopping experiences may be encountered in develop consumers societies, but may be less prevalent or noticeably absent in less developed economies. Some research have shown that consumers tendency to engage in hedonic or utilitarian shopping behaviour relies not only on product characteristics but also on the each individual background and characteristics (Addis and Holbrook,

Economic shopper derived from goal oriented shopper who making a purchase with rational thinking and they believe that price is one of the important factors that determines the purchase decision. Consumers will feel excited when found a place to bargain and discount information through newspaper and magazine. Personalized shopper is a shopper who usually building a strong relationship with the store clerk. Shoppers are seeking for social connection to satisfy their inner needs like loneliness or boredom. The ethical shopper is a consumer who actively support the moral obligated of the manufactured product. The apathetic shopper is a consumer who hate shopping. They only go for shopping if there is a necessity. They also prefer to shop alone. They believe that shopping with other people like peers and family is not efficient. Apathetic consumers have a shopping list to follow, spend a minimal time in searching information and browsing. Recreational shopper is a consumers that believe shopping is a leasure time. Lone browser is the best term to describe recreational shopper who browsing for pleasure and escapism. They found happiness while shopping through browsing around without making any purchase, which is known as window