20
other
factors
which
are
supposed to be considered in purchasing
decision,
such
as
the
cases that are also experienced by UAE customers.
• Indonesian
customers
love
to
socialize.
The
culture
or
the
habit
of
Indonesian
people
is
to
love socializing
and
gathering
with
informal
community
members.
This
is
the
habit
of
not
only
rural
residents
but
also
urban
citizens.
They
tend
to
have
very
strong social life. Commonly they share information about anything, including family
life, clothing style, food, cosmetics, health maintenance, etc. During the gathering Word
of Mouth (WOM) communication works effectively.
Vera Tjugiaro batch 2007 conducted a research with 171 respondents, 80.1% of
whom
are
between
20
and
24
years
old.
She
found
that
76.6%
of
their
individual
decision
making
was
influenced by
friends. It shows how WOM communication works
among friends.
•
Indonesian customers
perceive foreign
brand
names as
high
quality. In
the
mind
of
Indonesian
customers,
foreign
products have relatively higher quality than local
products. They expect that by consuming or
wearing foreign brands they can gain
confidence and prestige. In other words, they do not seem to trust domestic products.
There
are
even
some
local
brands which
are
still
using
foreign
brand
names
(similar
sounds), such as Stanley Adams, Polytron, Detron and Bellagio Deodorant Spray for
Homme. Giving foreign names to those products are the firms’ tactics to make
consumers perceive them as foreign products at a glance.
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