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CHAPTER 2
THEORETICAL FOUNDATION
Many
studies
have
been
made
in
consumer’s
personal
values
and
shopping
orientation
but
only
a
little
has
analyzed
the
relationship between
the
two
factors.
The
author
compared these
two
factors and studies
the
connection linking them. Theories
have been
gathered as the research base.
2.1. Consumer Behavior
Solomon (2007) defined a consumer behavior as a process study of how people buy, what
they
buy, when
they
buy,
why
they
buy
(the
motivation
and
decision
strategy)
and
who
are
the
elements
that
take
place
in
purchasing decision
(the
factors
that
influenced
customers to make a purchase).
2.2. Values
A
value
is
a
belief,
a
mission,
or
a
philosophy
that
is
meaningful. Whether
we
are
consciously
aware
of
them
or
not,
every
individual
has
a
core
set
of
personal
values.
Values can range
from
the commonplace, such as the belief
in hard work and punctuality,
to
the
more
psychological, such
as
self-reliance,
concern
for
others,
and
harmony
of
purpose.
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