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2.1.4 Indonesian consumer behavior in general
After being engaged
in conducting
researches
for
many
years,
Handi Irawan, Chairman
of Frontier Consulting Group, has found that Indonesian Customers generally posses the
following characters:
•
Indonesian
customers
are
short-term
minded.
Indonesian customers like to
consume
or
use
product
fast
and
everything
instant. That is why ExtraJoss, Hemaviton
Jreng, Indomie are very marketable in Indonesia. However, it is still hard to market
insurance
to
Indonesian
customers
because
most
of
them are
reluctant
to
invest
on
something whose benefit could only be obtained in a decade
later. The strategy
used to
determine whether Indonesian customers are still short-term minded or not is by offering
them to choose between a discount and a direct
gift. Surveys conducted by
AC Nielsen
show that 76 % of the customers prefer a discount and only 18 % prefer a direct gift.
•
Indonesian
customers
are
dominated
by
unplanned
behavior.
This
fact
benefits
the
shopping
malls
because
the
longer
the Indonesian
customers
stay
in
a
certain
shopping mall, the more money they would spend. In addition, their buying behavior
often becomes impulsive buying behavior as it is unplanned, an instant decision to buy a
certain product without considering the functional value, but merely for self satisfaction,
excitement, and hedonism while disregarding the post-purchase use of the product
(Rook, 1987).
Indonesian
customers
experience
impulse buying
behavior
during
the
discount
season
in
retail
stores,
and
this
may
lead to
unplanned
behavior.
During
the
discount
season,
customers
only
focus
on
discounted
prices,
and
become
less
attentive
to
any
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