Consumer Buying Behavior for Low Involvement Goods: Findings Based on Jakarta Consumer

• Main Authors: Vania Lo, 羅凡妮
• Other Authors: Kun-Huang Huarng
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/43978747807873978259

碩士 === 逢甲大學 === 國際貿易所 === 98 === The degree of differentiation between brands of low involvement products is very low. Looking at the product cues is the only way that consumer can distinguish the difference between one brand with another. This study investigated the effect of different consumer profiles on their buying behavior or preferences when choosing low-involvement products. This research involved a survey of 283 consumers that took place in Jakarta, Indonesia over the period of June to October 2009. The result shows that consumers with different level of income or have different level of occupation are looking at different product cues when choosing a product. Lower income and lower occupation level consumers are highly affected by price and price promotions and they’re willing to sacrifice brand name or quality for cheaper product. On the opposite side, higher income and higher occupation level consumers are focusing more on brand name and quality when making their purchase. The do not see price as an important determining factor