CONSUMER BEHAVIOR

Shopper of Borma Dago’s Observation

Group 2 - YP60B
Deira Rizqa (29118444)
Karina Pratiwi (29118447)
Naufal MEP (29118421)
Perhat Karim (29118
Robby Juliansyah R (29118337)
CONSUMER PROFILE

Consumer 1 Planned Purchase

Specifically Plan
Substitute Plan
Cornflakes Careal
Nestum Cereal
Ice Cream & Maicih Spicy
Pure Impulse
Chips
Faza Unplanned
Purchase
Axe Body Spray, Rexona
Reminder Impulse Roll On Deodorant, and
Pepsodent Tootbrush
Male Plan Impulse Durian

25 Years Old
“Borma is close and complete”
a Student
 CONSUMER PROFILE
Bathroom's Things: Lux Liquid
Consumer 2 Specifically Plan
Soap
Planned Generally Plan Travelling Bag

Ms. Dwi Substitute Plan Lifebouy Liquid Soap

Female Unplanned Reminder Impulse Tissue

42 Years Old “I just walk to Borma from

my home, no need to charge
a Lecturer any transport fee”
CONSUMER PROFILE
Consumer 3
Planned Generally Plan Pen Color

Unplanned Plan Impulse Bag Rahma

“Borma is close to my campus, Female
and almost everything that I’m
looking for is here” 23 Years Old
a Student
CONSUMER PROFILE
Planned Generally Plan Paint Thinner and Key chain
Consumer 4
Unplanned Pure Impulse Rubber Gloves

Mr. Dedi “I came here because there was

something needed, usually I came
Male to Yogya because it was cheaper”
63 Years Old
a Rented Room’s Owner
 CONSUMER PROFILE
Consumer 5
Specifically Plan Doraemon Wallpaper Sticker
Planned
Generally Plan Face Powder

Unplanned Pure Impulse Face Mask and Noodle Nindi

Female
“Close, Complete and Cheap”
16 Years Old
a Student
CONSUMER PROFILE
Consumer 6
a Mat, Soap Holder, Clothes
Planned Generally Plan Hanger, Lundry Clothes Hanger,
Okta File Paper

Male Unplanned Reminder Impulse Key Chain

21 Years Old “Borma is big and complete

department store and also near
a Student from my place”
SUMMARY Planned Unplanned
Customer
Specifically Plan Generally Plan Substitute Plan Pure Impulse Reminder Impulse Plan Impulse Suggestion Impulse

Axe Body Spray,

Rexona Roll On
Ice Cream &
Customer 1 Cornflakes Careal - Nestum Cereal Deodorant, and Durian -
Maicih Spicy Chips
Pepsodent
Tootbrush

Bathroom's Things:
Customer 2 Travelling Bag Lifebouy Liquid Soap - Tissue - -
Lux Liquid Soap

Customer 3 - Pen Color - - - Bag -

Paint Thinner and

Customer 4 - - Rubber Gloves - - -
Key chain

Doraemon Face Mask and

Customer 5 Face Powder - - - -
Wallpaper Sticker Noodle

a Mat, Soap Holder,

Clothes Hanger,
Customer 6 - - - Key Chain - -
Lundry Clothes
Hanger, File Paper
 METHODOLOGY
Percentage According
Purchase Category Sub Category Amount of Customer
to Purchase Category
Specifically Plan 3 Customers 17%
Planned Generally Plan 5 Customers 28%
Substitute Plan 2 Customers 11%
Pure Impulse 3 Customers 13%
Reminder Impulse 3 Customers 13%
Unplanned
Plan Impulse 2 Customers 8%
Suggestion Impulse 0 Customers 0%
RESULT AND ANALYSIS
• Some people consider Borma as a department store, that offered large
choices of brand and price range, causing mostly their consumers to shop
in a general plan way.
• Some people consider Borma as a cheaper department store than other
department store causing the consumers to shop more in pure impulse
way (unplanned purchases).
• Some people consider Borma as the most complete department store of all
the department store causing the reminder impulse (unplanned purchases)
to the consumers.
• None of the customer shopped in suggestion impulse purchase way
because the lack of SPG/SPB (also promotion and brand poster) to offer the
new products in Borma.
RECOMMENDATION
• Adding SPG/SPB + showing promotion & brand poster of new product
→ To increase the suggestion impulse purchase.

• Lighting and display are needed to be fixed → Make it more pleasing

and interesting in the eyes → To triggers the unplanned purchase
more and extend the consumers’ shopping time.

• The section’s alleys are needed to be widen → Due to the narrow

section’s alleys → Causes the consumers feel uncomfortable and want
to go home immediately after shopping.