Analysis of different consumer behaviours in different surroundings within the same industry : PURCHASE Decision Making
Elfindah Princes (a*), Sasmoko (b), Andi William (c)
(a) Graduate School of Management,
Bina Nusantara University, Jakarta - Indonesia.
(b) Primary Teacher Education Department& Research Interest Group in Educational Technology
Bina Nusantara University, Jakarta - Indonesia
(c) Graduate School of Management,
Bina Nusantara University, Jakarta - Indonesia
Abstract
Consumers are always at the top list of company-s priorities. Their existance will ensure the company stands firm. But each consumer has different behaviour, and when they are put in different surroundings, their behaviours will change too. This behavior change is known as social conformity. A systematic literature research was done to study this phenomena and analyse the need for the company to make use of this behaviour change for the benefits of the company to increase purchase decision making by the consumers. The higher the purchase decision making, the higher the company-s benefit. The findings showed direct relationship between the social influence and surroundings to consumer behaviours, and there are three groups of people : conforming, non – conforming and situational non – conforming. The company must make a good plan making use of this surrounding to increase the purchase rate, and when the surrounding is not available, the company must create that surrounding. Purchase decision making will be a crucial moment after this analysis and give a high success rate for the company.
Keywords: consumer behaviours, surroundings, decision making, social conformity
Topic: Digital Social Innovation