CUSTOMER DECISION AND BUYING PROCESS

ASSIGNMENT
Proposed as one of the assignments for MM5003 Marketing Management

Written by:

ANDIKA MERVINANDA FAYADI

29119451

MASTER OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANAGEMENT

INSTITUT TEKNOLOGI BANDUNG

2020
Introduction
Consumers make buying decisions every day and many people do not even know the factors
that drive them to this decision. There are factors behind every buying decision that can come
from cultural, social, personal or psychological factors. Each of these factors includes
dimensions that can be used in marketing. Marketers can use these factors so subtle that
consumers might not even recognize it. By recognizing the pattern of which consumers
deciding to buy some product (either low-priced or high-priced product), marketers can drive
or increase stimuli on consumers to make marketing task more effective and efficient (Kotler
& Armstrong, 2010).

On this assignment, there are two objectives. The first one is to examine if personal, social and
psychological characteristics have effect on consumer buying behavior. The second objective
of this assignment is to gain knowledge on how the purchase decision process is being made
by individual consumers.

Factors that Affect Consumer’s Buying Decision

The factors which is included in this study is obtained from several references. Either it is from
Marketing books or empirical studies which is related with consumer behavior studies.
Consumer behavior studies individuals and groups when they select, purchase, use and dispose
products, ideas, services or experiences. Consumer behavior is much more than studying what
consumers buy. It attempts to understand how the decision-making process goes and how it
affects consumers’ buying behavior (Solomon, 2004).

Generally, consumers can be categorized to individual and organizational consumers.

Individual consumers try to satisfy their own needs and wants by purchasing for themselves or
satisfy the need of others by buying for them. These individual consumers can come from
different backgrounds, ages and life stages (Kardes et al., 2011).

A consumer’s buying behavior is influenced by cultural, social, personal and psychological

factors. By studying previous buying behavior, marketers can estimate how consumers might
behave in the future when making purchasing decisions (Kotler & Armstrong, 2010).
 1. Social Factors
Social factors affect consumer behavior significantly. Every individual has someone around
influencing their buying decisions. The important social factors are reference groups, family,
role and status (Perreau, 2014).

Every consumer is an individual, but still belong to a group. The group to which a consumer
belongs is called a membership group. This is a direct and simple classification. The second
group type is a reference group. The reference group influences the self-image of
consumers and consumers’ behavior. The reference group provides some points of
comparison to consumers about their behavior, lifestyle or habits. Usually there are many
smaller reference groups, which are formed by family close friends, neighbors, work group or
other people that consumers associate with. The groups to which a consumer does not belong
yet can also influence. These aspirational groups are groups where a consumer aspires to belong
and wants to be part in the future (Kotler & Armstrong, 2010).

Individuals play many different roles in their lives. Each role consists of activities and attitudes
that are expected from an individual to perform according to the persons around him. (Kotler
& Armstrong, 2010). Social status reflects the position that individuals have in social groups
based on such things as money and wealth, education or occupation. In many societies, status
is important and people want the admiration of others. Social status can be acquired by being
successful in life or being born into money. Product and brand selection often reflects the social
role and status (Solomon, 2004).

2. Personal Factors
An individual’s decisions are influenced by personal factors such as a buyer’s age and life
cycle state, occupation, economic situation, lifestyle, and personality and self-concept (Kotler
& Armstrong, 2010).

Consumers’ change during their life and buying of products alter depending on age and stage
of life. Age related factors are such as taste in food, clothing, recreation and furniture.
Moreover, environment, values, lifestyle, hobbies and consumer habits evolve during lifetime.

A consumer’s occupation and purchasing power influence purchasing decisions and buying
behavior. The income level affects what consumers can afford and the perspective towards
money. People, who share similar occupations, tend to have similar taste in music, clothing
and leisure activities. They usually socialize with each other and share the same kind of values
and ideas. Income level affects on what consumer can afford and perspective towards money.
(Solomon, 2004).

Consumers’ lifestyle tell how the person live and spends money. It is combined from earlier
experiences, current situation and congenital characteristics. The product choices that
consumers make are related to their lifestyle (Khan, 2006).

Personality determines how we see ourselves and the world around us as well as how other
people see us. Attitudes, values and people around us shape our personality. This is known as
self-concept. Kardes et al. (2011). describes the self-concept as follows “Self-concept is often
described as the totality of an individual’s thoughts and feelings regarding him/herself as
an object.” In another words, it is the image that people hold about their selves formed by
attitudes and beliefs. Many brands have developed an image and personality that correspond
with consumers’ values and traits. It allows consumers to express themselves through brand
choices. (Kardes et al. 2011). There are five dimensions of brand personality: sincerity,
excitement, competence, sophistication and ruggedness.

Each of these dimensions includes different factors that relate to human personality
dimensions, as shown in Figure 1. In the first dimension sincerity brings amiability of the brand
by reflecting honesty and down-to-earth values. Excitement offers consumers up-to-date
information and a spirited alternative like technology brand Apple. When using Mac
computers, consumers can feel their selves young and laid back. While a brand that stands for
competence offers responsibility and security to consumers. Sophistication affects upper
class consumers by charming with luxury, e.g. designer products such as Gucci or Rolex. The
fifth dimension is ruggedness that attracts consumers opposite of sophistication. Ruggedness
represents brands that are seen as tough, strong and outdoorsy. (Kotler & Armstrong, 2010).

Figure 1 Brand Personality Framework (Aaker, 1997)

 3. Psychological Factors
A buyer’s choices are also influenced by four psychological factors, i.e. motivation, perception,
learning, and beliefs and attitudes.

A consumer is an individual who has different kind of needs. These needs can be biological
like thirst or psychological arising from the need of recognition or belonging. A need can be
aroused to a sufficient level of intensity when it alter a motive. A motive is basically a need
that drives a person to seek satisfaction. Abraham Maslow is probably the most know
psychologist who has examined these human needs. He sought to explain why humans are
driven by different needs at different times (Kotler & Armstrong, 2010).

Maslow’s needs are: (as also shown on Figure 2)

1. Physiological: basic need such as sleep, food or water.

2. Safety: need to feel secured and protected.
3. Belongingness: need to feel loved and be accepted by others.
4. Ego needs: to accomplish something and have status among others.
5. Self-actualization: to have enriching experiences and feel self-fulfillment (Solomon,
2004).

Figure 2 Maslow's Hierarchy of Needs (Kotler & Armstrong, 2010)

A person acts according to his or her perception of the situation. Each person receives
thousands of sensory stimuli like light, color, sound, smell, taste and texture per day. Perception
is the process through which these sensations are selected, organized and interpret to form
meaningful picture of the world. People have a possibility to form different perceptions of
the same stimuli due to three perceptual processes: selective attention, selective distortion
and selective retention. At the selective attention process an individual focuses only on a few
stimulus that he is exposed. Consumers might neglect many stimuli in the environment and
only focus on those related to their current need. For example, a consumer who desires to have
a new car will pay more attention to different car ads while neglecting ads about houses.
Selective distortion describes how people will interpret information in the way that it supports
what they already believe. Every individual have different perception based on own experience,
beliefs and attitudes. Selective distortion leads people to situations that are compatible with
their beliefs and values. For example for brands, the message that brands communicate will
never be the same among different consumers. When people are exposed to a huge amount of
information and stimuli, they are not able to retain all of it. Selective retention means what
person will retain from particular stimuli or situation. This can be seen when consumers
remember good points about brand they favor and forget everything good about rival brand.
(Kotler & Armstrong, 2010).

Past experience or learning also affects behavior. Learning comes from action. Learning
illustrates changes in a person’s behavior that emerge from experience. Through
learning and experiencing, consumers acquire beliefs and attitudes. A belief is a vision that
consumer has on something. It can be based on real knowledge, faith or opinion. External
influence like family or neighbors combined with learning produces beliefs that will
influence consumers’ buying behavior. Different kind of people have different attitudes
concerning religion, politics, food, music and many more. The attitude describes
consumers’ feelings or evaluations toward an object or idea. Both beliefs and attitudes are hard
to change. Those are anchored deep in consumers mind and can be part of a person’s
personality (Kotler & Armstrong, 2010).

4. Cultural Factors
Culture can also affects how consumers buys product. Some culture maybe eager to buy
product because they are prohibited by their laws to consume or use it. Some culture use
substitute product and maybe consider products as taboo.
Buyer Decision-making Process
A consumer engages in purchasing activities several times per day. The purchase itself
is the only visible evidence of a more complex process that a consumer goes through for every
decision he or she makes. However, every purchase decision is different and requires different
amount of time and effort.

A consumer’s decision-making process includes five stages that the consumer goes through
before the actual purchase. During these stages the consumer recognizes the need, gathers
information, evaluates alternatives and makes the purchase decision. After the actual purchase
comes post purchase behavior where the consumer evaluates the received satisfaction level.
(Kotler & Armstrong, 2010). Kotler and Armstrong (2010) suggest that the consumer can skip
a few stages during a routine purchase. However, when a consumer faces a new and complex
purchase situation, all of these five stages that are shown in Figure 3, need to be used to
complete the buying process.

Figure 3 Stages of Buying Process (Riley, 2012)

A decision-making process starts with the recognition of need. There are a few types of
classifications of need recognition. According to Solomon (2004), type of need recognition
includes:
 1. Functional need: the need is related to a functional problem. The consumer
purchases a washing machine to avoid doing laundry by hands.
2. Social need: the need comes when a consumer wants social recognition or desire
belongingness. The consumer can purchase luxury items to look good in front of others.
3. Need for change: the consumer feels need to change. This can result in the purchase of
new clothes or furniture to change current appearance (Perreau, 2014).

At the second stage of the decision-making process, the consumer engages with information
search. Sometimes consumers can choose products without any information and other times
information need to be searched carefully for identifying all alternatives. (Solomon, 2004). The
consumer can get information from multiple sources by talking with friends or family,
reading magazines or using the Internet search or handling the product. The amount of the
searching will mostly depend on your drive, obtaining of the information and satisfaction got
from the search. Nowadays consumers get a huge amount of information from commercial
sources that are controlled by marketers. Still, the most effective sources tend to be personal
such as family or friends. Consumers can obtain information and increase awareness towards
available brands. This information helps consumers to drop some brands when making the final
selection of the brand. (Kotler & Armstrong, 2010).

After information is collected, the consumer will be able to evaluate the different alternatives.
The evaluation of alternatives will vary among customers and purchases. In some cases
customers make little or no evaluation and make their buying decision based on impulse and
intuition. In cases where little or no evaluation of alternatives is used can be originated by a
habitual decision process. On the other hand, the consumers who are engaged to an extended
problem solving process may carefully evaluate among several brands. The alternatives that
are actively considered during the selection process are known as consumers’ evoked set.
This evoked set consists of products or brands that are already in the consumer’s memory plus
important ones in retail environment. Even if a consumer ponders among many
alternatives, the evoked set usually includes only a small number of alternatives. These
alternatives share few similar features with each other. (Solomon, 2004)

At the fourth stage, the consumer has evaluated alternatives and is ready to proceed to the
actual purchase itself. Typically, the consumer’s purchase decision is to buy the most
preferred brand. There are factors that can affect the consumer’s buying decision such as the
attitudes of others or beliefs about the brand created by marketers. (Kotler & Armstrong, 2010).
Sometimes to simplify purchasing decisions, consumers can make mental shortcuts that can
lead to hasty decisions. Particularly when limited problem solving occurs before making a
choice. These kinds of shortcuts can range from universal thoughts like “higher price products
are higher quality” or “buy the same brand than last time” to specific “buy the same brand that
my mother used to buy”. These shortcuts can turn out to be unfavorable to the consumer.
(Solomon, 2004).

The last stage of the buying process is post purchase behavior. After the consumer has
purchased the product, the consumer will evaluate the satisfaction level. If the consumer
feels disappointment, expectations towards the product have not been met. (Khan, 2006). If the
product meets expectations, the consumer will be satisfied and willing to spend more on this
specific brand in the future. Furthermore, consumers’ high level of satisfaction can be translate
into brand loyalty. This usually happens when consumers’ expectations have been exceeded
(Kardes et al., 2011).

Buyer Decision-making Process Types

All consumer-buying decisions are not alike and amount of effort put into the decision making
process differs. When the decision-making process is almost automatic, snap judgment can be
made with little information search. This kind of routinely made buying decision involves little
risk and low involvement. Other times the decision-making process requires a lot of time and
information search. The products that are bought rarely involve high risk and extensive
problem solving. (Kardes et al., 2011). Figure 4 shows four types of decision-making based on
the degree of consumer involvement.

Figure 4 Four Types of Buying Behavior (Kotler & Armstrong, 2010)

Complex buying behavior can be initiated by a motive that is central to an individual’s self-
concept. The products that are bought seldom like a house or a car require considerable amount
of consideration before the purchase decision. The consumer is highly involved because the
product is expensive, risky and reflects the consumer itself. Many brands can be evaluated
separately to see which brand responds best to the set of desired characteristics. (Kotler &
Armstrong, 2010).

During dissonance-reducing buying behavior consumers are highly involved, because the
product can be expensive, self-expressive and bought infrequently. However, consumers see
little or no difference among the brands. It is a straightforward and simple activity to
choose a product among alternatives even if the consumer may shop around.

Habitual decision-making choices are usually made routinely with little or no conscious effort.
This is almost opposite to extended decision-making where information is searched. Many
decisions are made so routinely that the consumer does not even realize them before seeing
products in the shopping cart. It is almost like consumer works automatically without conscious
control. This kind of activity can be seen dangerous or stupid, but at the same time efficient.
The consumer can minimize the time used selecting products and energy spends on decisions
(Solomon, 2004).

The last type of decision-making is variety seeking buying behavior. As the name already
reveals, consumers are interested to change the brand for the sake of variety rather than
dissatisfaction. Consumers can make buying decisions without evaluation and evaluate
the brand during consumption. However, next time the consumer might pick up a different
brand simply to try another brand. (Kotler & Armstrong, 2010). These kind of decisions are
usually made with the products that are bought everyday like cookies or coffee. Marketers can
encourage consumers to variety seeking by offering low prices, free samples, or special deals.

Methodology of Studies
In this study the author has chosen different variables that are compared to each other to
reveal relationships. On one side there are social, personal and psychological factors such
as age, relationship status and occupation. On the other side there are issues related to
decision-making processes such as information search and evaluation of alternatives.

In research, reliability is usually referred as repeatability. A measure can be considered as

reliable if the same results can be received over and over again. When conducting research, the
design should be so functional that different researchers using it to study the same phenomenon
would arrive to the same conclusion. This means that reliable research can be replicated. (Vogt,
2007). There is one notice that needs to be taken into consideration when dealing with people.
Any test that involves human judgment can be set under question (Shuttleworth, 2008). At the
questionnaire, consumers need to choose the alternative that indicates their opinion or attitude
best. It can be questioned, if consumers can analyse themselves objectively enough to respond
truthfully to the questionnaire.

Data for this study was collected via an Internet survey. The author used Google forms
to create a self-administered questionnaire. The self-administered questionnaire was chosen
because the cost is low, minimal staff is required, respondents can stay anonymous while
answering and respondents can complete the form by themselves. The questionnaire was
published in Indonesia. The questionnaire can be seen on the end of this report.

The author gather the data from colleague. Two man and two women. Because the sample is
very small, leads to the situation that the sample is not representative. The sample technique
had to be chosen according to the fact that all consumers do not have an equal chance to take
part in this survey. Convenience or accidental sampling includes the aspect to draw samples
from the population that is close to hand. Data can be collected from population that is
conveniently available and willing to participate. The downside in this sampling method
is that it is the least reliable sampling method and findings cannot be generalized. (Powell,
1997).

The questions in the questionnaire were based on the theory of factors affecting consumer
behavior and the consumer decision-,making process. Questionnaire included a series of
multiple-choice questions and open- ended question. Questions were planned in the way
that respondents can choose a numerical answer that describes best the respondents’ attitudes
or opinions. Liker-type scale allows the respondent to express how much they agree or disagree
with the statement. (Vogt, 2007). These agree/disagree categories can be analyzed as ordinal
scales of the measurement level. The nominal level measurement has distinct categories, and
questions related to gender, age and status were scaled to this measurement.

The questions from two to five and 14 were created to measure the social and personal factors
of consumer behaviour. These questions concerned age, occupation, income, relationship
status, and personality and self-concept. Questions seven to nine were gathered
information about products; what kind of products that the consumer buys and how is the
buying pattern of the consumer. To receive information about psychological factors, the
author decided to ask consumers’ attitudes with questions ten. The questions asked about
the consumer’s prejudices and where they come from. Additionally, the consumer’s
motivation for the consumption was examined with question 13. To study the consumer’s
decision-making and buying process, questions 11 and 12 were created. The aim of these
questions was to find out influencing factors of decision-making and where consumers can
receive information during the buying process. Related to decision-making, question 16 purely
focused on information search. Question 15 was set to get general information about how the
consumer buy the product (buying process). The last question, number 17 was set to gather
information concerning brand switching. All of the questions can be seen at the end of this
reports.

Results
The author gather sample from colleagues as mentioned before, so the age of the respondents
are the same (included as limitations of the study). The sample is divided evenly by gender,
two males and two females. These respondents were given two questionnaires, one for low-
priced product and the other is for high-priced product.

From the form results, Figure 5 describe the occupation of the respondents. Mainly they are
students and the others are unemployed and employed as private employee. As can be seen
from Figure 6, the income of the respondents are ranged from Rp 0 to Rp 3.000.000. This can
be categorized as low-income. From Figure 7, the respondents is mainly single and only one
respondent is married. From Figure 8, the respondents mainly lives on Dago and only one
respondent lives on Cimahi.

Figure 5 Occupation of the Respondents

 Figure 6 Income Range of the Respondents

Figure 7 Relationship Status of the Respondents

Figure 8 Residence of the Respondents

From these results, we can conclude that the respondents have a similar background. The
respondents can be predicted to have a similar thinking patterns (as millennials and low-income
people).

For the first questionnaire, which is for low-priced products. The respondents recent
consumption are products that priced below Rp 15.000 and are basic needs (milk and melas).
From Figure 9, can be seen that the frequency when the respondents consume the products
varies; from rarely (less than one times a week) to often (more than three times a week). From
Figure 10, can be seen that the respondents is not always buy the same product from the same
brands every time. From Figure 11, can be seen that respondents mainly buys the product from
certain brands according to their past performance on consuming the products. This is also can
be seen from Figure 12 that shows the past performance is the most important factors that
influence the respondent’s decision to buy the product. Next is close person recommendation.
The others are similarly valued.

Figure 9 Buying Frequency of the Respondents to Low-Priced Product

Figure 10 Loyalties of the Respondents to Certain Brands of Low-Priced Product

 Figure 11 Reasons of the Respondents to Buy the Low-Priced Products

Figure 12 Factors that Influence the Respondents Buying Decision to Low-Priced Products

From Figure 13, can be seen that the decision that the respondents take to buy the product is
mainly because the review from others about the product and because of the past performance
or experience of consuming the product. The next important factors are from deals and promo
from the brands. The respondents are less influenced by ads, impulsive-buying condition, social
status, and trends. From Figure 14, the respondent’s reasons to consume the product is mainly
because they are get used to consume the product. One response is from addiction, which is
also can be related to usual consumption.
 Figure 13 How the Respondents Decide to Buy Low-Priced Products

Figure 14 The Respondents Reasons to Keep Buying the Same Low-Priced Product from Certain Brands

From responses of question number 15, the respondents can be seen to have similar buying
process. They went to buys conventionally (on supermarket or grocery stores). They go through
less-thinking and less-effort decision and buying process.

From Figure 15, the respondents can be seen to easily change their loyalties because many
factors; price, promotion, quality, and brand reputation.

Figure 15 Factors that Influence Change of Loyalties to Certain Low-Priced Products

From the second questionnaire, which is for high-priced product, the respondents have different
behavior. The responses is given at the end of this report.

From Figure 16, can be seen that the respondents rarely buys high-priced product. The loyalties
from certain brands also varies, can be see from Figure 17. The reason why the respondent
buys certain high-priced product can be generalized to the trustworthiness of brand, either from
reputation or information about the product. This can be seen from Figure 18.

Figure 16 Buying Frequency of the Respondents to High-Priced Product

Figure 17 Loyalties of the Respondents to Certain Brands of High-Priced Product

Figure 18 Reasons of the Respondents to Buy the High-Priced Products

From Figure 19, factors that mostly influence the decision to buy certain high-product is
information about the product itself. It comes from either the respondent’s own effort, by others
review about the product, or information that comes from ads. The decision can also be
influenced by close person recommendation (from friends, families, or close-related persons).
This is also supported by Figure 20 which describes that the decision to buy certain high-
product is influenced by information received by the respondents. The other influencer is social
status. Other factors are similarly valued.

Figure 19 Factors that Influence the Respondents Buying Decision to High-Priced Products

Figure 20 How the Respondents Decide to Buy High-Priced Products

From Figure 21, the reasons why the respondents buy high-priced products is mainly because
of basic needs, social status, inclusivity, and certain events. They are relatively similarly valued
by the respondents. From responses of question number 15, the respondents can be seen to have
similar buying process. They go through high-effort and time-consuming buying process. They
mainly compare the price, quality, and brand reputation (this is also can be seen from Figure
22). From Figure 22, other than price, quality, and brand reputation; promotion and trend also
influence loyalties of the respondents to certain brand.
 Figure 21 The Respondents Reasons to Keep Buying the Same High-Priced Product from Certain Brands

Figure 22 Factors that Influence Change of Loyalties to Certain High-Priced Products

Summary
There are differences in buying behavior from respondents related to decision making to buy
low-priced products and high-priced products based on the results of studies conducted.
Regardless of gender and personality of respondents (This is because the result can be
generalized even though the gender and personality of the respondents are varies) This is shown
in Table 1.
 Table 1 Summary of Reports

Low-Priced Product High-Priced Product

Frequency Medium to High Low
Loyalties or
Addiction to Certain Varies Medium to High
Brands
Reason to Buy - Past Experience - Information Related to
- General Knowledge Product
about the Product - Brand Reputation
- General Knowledge
about the Product
Factors that - Past Experience or - Knowledge about the
Influence Buying Product Performance Product or Information
Decision - Close Person about the Product
Recommendation or - Internet Reviews
Influence - Ads Content
- Close Person
Recommendation or
Influence
How to Decide - Performance of Past - Searching for
Experience Information related to
- Others Review or the Product
Ratings - Social Status
- Deals and Promotion
Reasons to Keep - Habit - Basic Needs
Buying Certain - Addiction - Eventual
Brands - Social Status
- Inclusivity
Factors that - Price (High) - Quality (High)
Influence Change or - Promotion (High) - Brand Reputation (High)
Loyalties - Quality (High) - Price (Medium)
(Comparation - Brand Reputation - Promotion (Low)
Factors) - Trend (Low)
Despite giving these results, the authors still pay attention that the respondents studied were
respondents with low incomes, millennials (aged 17-27), and lived in Bandung (or near
Bandung). There is also minimality in sample taken in this study. This will determine the
assumptions and validity of the study if it is to be used further. This is also included to be the
limitations of the study.
References
Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, Volume
34.

Kardes, F., Cline, T., & Cronley, M. (2011). Consumer Behavior: Science and Practice. South-
Western Cengage Learning.

Khan, M. (2006). Consumer Behaviour and Advertising Management. New Age International.

Kotler, P., & Armstrong, G. (2009). Principles of Marketing: 13th Edition. New Jersey:
Pearson Education.

Perreau, F. (2014, March 8). The Consumer Buying Decision Process. Diambil kembali dari
the Consumer Factor: http://theconsumerfactor.com/en/5-stages-consumer-buying-
decisionprocess/

Powell, R. (1997). Basic Research Methods for Librarians. Greenwood Publishing Group.

Riley, J. (2012, March 8). Buyer Behaviour - The Decision-Making Process. Diambil kembali
dari Tutor2u: http://tutor2u.net/business/marketing/buying_decision_process.asp

Shuttleworth, M. (2008, March 8). Validity and Reliability. Diambil kembali dari Explorable
Psychology Experiments: https://explorable.com/validity-and-reliability

Solomon, M. (2004). Consumer Behavior: 4th Edition. Prentice Hall.

Vogt, W. (2007). Quantitative Research Methods for Professionals. Pearson Education. Inc.
Appendix
OTHER RESPONSES
3/8/2020 Customer Decision Making Process

Customer Decision Making Process

Mohon bantuannya untuk tugas kuliah marketing hehe :)). Semoga kebaikannya berbalik ke
anda.

Data ini tidak akan disebarluaskan kecuali mendapatkan izin dari responden
* Required

1. Gender *

Mark only one oval.

Laki-Laki

Perempuan

2. Umur Tahun ini *

Mark only one oval.

17-27

28-45

45>

3. Pekerjaan Saat ini? *

Mark only one oval.

Mahasiswa

Pegawai Swasta

Pegawai BUMN/ASN/PNS

Pensiunan

Tidak Bekerja

Wiraswasta

Other:

https://docs.google.com/forms/d/13iScQcAB-yiZo2aAP9N_tRj7X80iNUXQoIpIKS5xKYk/edit 1/7
3/8/2020 Customer Decision Making Process

4. Pendapatan per Bulan (dalam Rp) *

Mark only one oval.

0-1.500.000

1.500.000-3.000.000

3.000.000-4.500.000

4.500.000-6.000.000

6.000.000-7.500.000

7.500.000-9.000.000

9.000.000>

5. Hubungan Perkawinan *

Mark only one oval.

Single

Sudah Menikah

In Relationship

Other:

6. Tempat Tinggal Saat ini (Daerah, Kota; cth: Dago, Bandung) *

7. Barang Murah (dibawah Rp50.000) apa yang terakhir Anda Beli (beserta Brand
nya) *

https://docs.google.com/forms/d/13iScQcAB-yiZo2aAP9N_tRj7X80iNUXQoIpIKS5xKYk/edit 2/7
3/8/2020 Customer Decision Making Process

8. Seberapa sering anda membeli produk tersebut? *

Mark only one oval.

Lebih dari seminggu 3x

Seminggu 1x hingga Seminggu 3x

Kurang dari Seminggu 1x

Sebulan 1x

Kurang dari Sebulan 1x

Other:

9. Apakah selalu membeli produk dari Brand tersebut? *

Mark only one oval.

Selalu

Kadang-Kadang

Jarang

10. Apa yang menyebabkan anda membeli barang tersebut? *

Mark only one oval.

Pengalaman Sebelumnya

Pengetahuan tentang Produk

Reputasi Brand

Rekomendasi dari teman, keluarga, atau orang dekat

Informasi dari internet, pemasaran, atau media lainnya

Other:

https://docs.google.com/forms/d/13iScQcAB-yiZo2aAP9N_tRj7X80iNUXQoIpIKS5xKYk/edit 3/7
3/8/2020 Customer Decision Making Process

11. Seberapa penting penyebab yang telah disebutkan dalam mempengaruhi

pembelian produk tersebut? *

Mark only one oval per row.

Sangat Cukup Kurang Tidak

Penting
Penting Penting Penting Penting

Teman, Keluarga, Orang Dekat

Pemasaran, Packaging,
Salespeople

Mempelajari Produk/Brand
atau Pengalaman
Menggunakan Produk

Internet, Rating, Reviews

Lainnya (dari yang Anda

sebutkan sebelumnya)

https://docs.google.com/forms/d/13iScQcAB-yiZo2aAP9N_tRj7X80iNUXQoIpIKS5xKYk/edit 4/7
3/8/2020 Customer Decision Making Process

12. Bagaimana Anda melakukan pengambilan keputusan saat membeli produk

tersebut? *

Mark only one oval per row.

Tidak
Selalu Sering Terkadang Jarang
Pernah

Saya mencari informasi terkait

produk tersebut

Impulse (tidak terencana)

Tergantung terhadap
kemenarikan iklan

Tergantung Promo, deals, diskon

Saya Selalu membeli produk yang

sama karena terbiasa

Tergantung persetujuan orang

dekat

Status Sosial

Mengikuti Trend atau Orang

Lain/Idola

13. Apa Alasan Anda menggunakan produk tersebut (bisa lebih dari 1) *

Check all that apply.

Kecanduan
Kebiasaan
Status Sosial
Inklusivitas (Sense of Belonging)
Eventual
Other:

https://docs.google.com/forms/d/13iScQcAB-yiZo2aAP9N_tRj7X80iNUXQoIpIKS5xKYk/edit 5/7
3/8/2020 Customer Decision Making Process

14. Deskripsikan diri anda sebagai pembeli *

Mark only one oval.

Honest, Genuine, Cheerful

Spirited, up-to-date, imaginative

Reliable, Responsible, efficient

Charming, Glamorous, Prefer Luxury

Strong, Though, Outdoorsy, Anti-Mainstream, Unique

15. Ceritakan Bagaimana Anda membeli produk tersebut (prosesnya, cth: pergi ke
pasar, lalu memilih barang, menawar barang, membeli barang) *

16. Adakah faktor external lain yang dapat mempengaruhi pembelian produk
tersebut? (jika tidak ada berikan "-" saja) *

https://docs.google.com/forms/d/13iScQcAB-yiZo2aAP9N_tRj7X80iNUXQoIpIKS5xKYk/edit 6/7
3/8/2020 Customer Decision Making Process

17. Faktor apa yang dapat membuat anda berubah pikiran untuk membeli produk
lain? (Bisa Lebih dari 1)

Check all that apply.

Harga
Promosi
Kualitas
Reputasi Brand
Environmental Issues
Trend/Social Effect
Other:

This content is neither created nor endorsed by Google.

 Forms

https://docs.google.com/forms/d/13iScQcAB-yiZo2aAP9N_tRj7X80iNUXQoIpIKS5xKYk/edit 7/7
3/8/2020 Customer Decision Making Process

Customer Decision Making Process

Mohon bantuannya untuk tugas kuliah marketing hehe :)). Semoga kebaikannya berbalik ke
anda.

Data ini tidak akan disebarluaskan kecuali mendapatkan izin dari responden
* Required

1. Gender *

Mark only one oval.

Laki-Laki

Perempuan

2. Umur Tahun ini *

Mark only one oval.

17-27

28-45

45>

3. Pekerjaan Saat ini? *

Mark only one oval.

Mahasiswa

Pegawai Swasta

Pegawai BUMN/ASN/PNS

Pensiunan

Tidak Bekerja

Wiraswasta

Other:

https://docs.google.com/forms/d/1tjFVX-nIOQttFijiyF2fSBzuNWjcX3iOZG7cSCi-TmQ/edit 1/7
3/8/2020 Customer Decision Making Process

4. Pendapatan per Bulan (dalam Rp) *

Mark only one oval.

0-1.500.000

1.500.000-3.000.000

3.000.000-4.500.000

4.500.000-6.000.000

6.000.000-7.500.000

7.500.000-9.000.000

9.000.000>

5. Hubungan Perkawinan *

Mark only one oval.

Single

Sudah Menikah

In Relationship

Other:

6. Tempat Tinggal Saat ini (Daerah, Kota; cth: Dago, Bandung) *

7. Barang Mahal (diatas Rp500.000) apa yang terakhir Anda Beli (beserta Brand
nya) *

https://docs.google.com/forms/d/1tjFVX-nIOQttFijiyF2fSBzuNWjcX3iOZG7cSCi-TmQ/edit 2/7
3/8/2020 Customer Decision Making Process

8. Seberapa sering anda membeli produk tersebut? *

Mark only one oval.

Lebih dari seminggu 3x

Seminggu 1x hingga Seminggu 3x

Kurang dari Seminggu 1x

Sebulan 1x

Kurang dari Sebulan 1x

Other:

9. Apakah selalu membeli produk dari Brand tersebut? *

Mark only one oval.

Selalu

Kadang-Kadang

Jarang

10. Apa yang menyebabkan anda membeli barang tersebut? *

Mark only one oval.

Pengalaman Sebelumnya

Pengetahuan tentang Produk

Reputasi Brand

Rekomendasi dari teman, keluarga, atau orang dekat

Informasi dari internet, pemasaran, atau media lainnya

Other:

https://docs.google.com/forms/d/1tjFVX-nIOQttFijiyF2fSBzuNWjcX3iOZG7cSCi-TmQ/edit 3/7
3/8/2020 Customer Decision Making Process

11. Seberapa penting penyebab yang telah disebutkan dalam mempengaruhi

pembelian produk tersebut? *

Mark only one oval per row.

Sangat Cukup Kurang Tidak

Penting
Penting Penting Penting Penting

Teman, Keluarga, Orang Dekat

Pemasaran, Packaging,
Salespeople

Mempelajari Produk/Brand
atau Pengalaman
Menggunakan Produk

Internet, Rating, Reviews

Lainnya (dari yang Anda

sebutkan sebelumnya)

https://docs.google.com/forms/d/1tjFVX-nIOQttFijiyF2fSBzuNWjcX3iOZG7cSCi-TmQ/edit 4/7
3/8/2020 Customer Decision Making Process

12. Bagaimana Anda melakukan pengambilan keputusan saat membeli produk

tersebut? *

Mark only one oval per row.

Tidak
Selalu Sering Terkadang Jarang
Pernah

Saya mencari informasi terkait

produk tersebut

Impulse (tidak terencana)

Tergantung terhadap
kemenarikan iklan

Tergantung Promo, deals, diskon

Saya Selalu membeli produk yang

sama karena terbiasa

Tergantung persetujuan orang

dekat

Status Sosial

Mengikuti Trend atau Orang

Lain/Idola

13. Apa Alasan Anda membeli produk tersebut (bisa lebih dari 1) *

Check all that apply.

Kebutuhan Dasar
Status Sosial
Inklusivitas (Sense of Belonging)
Eventual
Trend
Other:

https://docs.google.com/forms/d/1tjFVX-nIOQttFijiyF2fSBzuNWjcX3iOZG7cSCi-TmQ/edit 5/7
3/8/2020 Customer Decision Making Process

14. Deskripsikan diri anda sebagai pembeli *

Mark only one oval.

Honest, Genuine, Cheerful

Spirited, up-to-date, imaginative

Reliable, Responsible, efficient

Charming, Glamorous, Prefer Luxury

Strong, Though, Outdoorsy, Anti-Mainstream, Unique

15. Ceritakan Bagaimana Anda membeli produk tersebut (prosesnya, cth: pergi ke
pasar, lalu memilih barang, menawar barang, membeli barang) *

16. Adakah faktor external lain yang dapat mempengaruhi pembelian produk
tersebut? (jika tidak ada berikan "-" saja) *

https://docs.google.com/forms/d/1tjFVX-nIOQttFijiyF2fSBzuNWjcX3iOZG7cSCi-TmQ/edit 6/7
3/8/2020 Customer Decision Making Process

17. Faktor apa yang dapat membuat anda berubah pikiran untuk membeli produk
lain? (Bisa Lebih dari 1)

Check all that apply.

Harga
Promosi
Kualitas
Reputasi Brand
Environmental Issues
Trend/Social Effect
Other:

This content is neither created nor endorsed by Google.

 Forms

https://docs.google.com/forms/d/1tjFVX-nIOQttFijiyF2fSBzuNWjcX3iOZG7cSCi-TmQ/edit 7/7