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2.1.3 Behavioral-Based Choice
Behavioral-based choice is a choice based on one’s tendency to respond in
certain manner towards an object. Another definition as stated by
Hawkins,Mothersbaugh,Best (2005), behavioral component is the way customer
think and acts towards the influences of
his/her environment or surroundings. For
instance,
one
customer
more
often
dine
out
at
Pizza
Marzano
because of
the
location of the
restaurant
is
near
his/her
house or office,
while another customer
is
frequently dine out
at Pizza Marzano because of the promotion that
is offered
by the restaurant.
2.2 Customer Segmentation Approach
Besides the components of Affective, Cognitive and Behavioral based choice support the
customer
choice
in
decision
making
process, customer
segmentation
also
plays
an
important role which is measured by SES Level (Social Economic Status).
SES level is a classification of consumer based on social or economic status. There are
four variables that used to measure the SES level: income, household expenditure,
occupation
and education.
Based on research done by Nielsen Company Indonesia joint
with Roy Morgan Company Indonesia as well , the SES level of Indonesia is measured
only based on monthly household expenditure which includes expenses on food,
electricity, water, car gasoline and other expenses.
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