Consumer Buying Behavior
A deep analysis of consumer behavior provides valuable insights into customers' attitudes and tendencies when shopping. This analysis focuses on consumer behaviors regarding purchase planning, preferences for local versus imported products, and their choice between online and offline shopping channels. Figure 1 highlights that most consumers tend to seek information before making a purchase. Figure 2 reveals a dominant preference for local products among most respondents. Figure 3 illustrates a tendency for consumers to shop through both online and offline channels, with many choosing both with similar frequency. This analysis offers a comprehensive understanding of consumer preferences and habits in today's dynamic market landscape.
Consumer behavior is a crucial factor in understanding consumers’ attitudes and tendencies when making purchasing decisions. By identifying consumer behavior in purchasing products, businesses can better stimulate customers’ desire to buy their products. This discussion will focus on consumer behavior in purchase planning, preferences for local versus imported products, and the use of omnichannel purchasing methods.
Figure 1. Purchase Planning Behavior
Purchase planning behavior refers to the customer’s decision-making process before buying a product—whether they seek information beforehand or make purchases without prior research. As shown in Figure 1, the majority of respondents (62.1%) research the product they intend to buy beforehand, while only 3.3% make purchases without any prior information.
Figure 2. Local and Import Product Behavior
Local and import product behavior reflects consumers’ preferences for purchasing locally made versus imported products. Figure 2 shows that most respondents (51.9%) buy local products more often than imported ones. Additionally, 20.7% of respondents reported purchasing local and imported products with equal frequency. Notably, 20.7% of respondents expressed a preference for exclusively buying local products, indicating a significant growth potential for Indonesia’s SMEs.
Figure 3. Omni Customer Behavior
Omni customer behavior reflects consumers’ preferences for making purchases through online or offline channels. As shown in Figure 3, the majority of respondents (40.4%) purchase products equally through both offline and online channels. However, 37.6% of respondents reported shopping more frequently online than offline, while only 17.7% preferred offline shopping over online.
