Main Article Content


Effective marketing necessitates a profound understanding of consumer behavior, and the SOR Model (stimuli-organisms-response) stands out as a crucial theory in this domain. This model identifies three stages in the purchasing process: stimuli, organism (consumer's mind), and response. In this study, we explore consumer responses within various product categories, seeking to unveil patterns in decision-making processes. The experiment at Indomaret Sudiang Raya involved observing 146 randomly selected individuals, ensuring gender balance among respondents. The research encompassed three key sections: initial purchase goals and desires, observations of consumer behavior, and a survey on reasons for purchasing products. Our findings shed light on diverse consumer behaviors, encompassing immediate purchases, indecisiveness, analytical reviews, and non-stop behavior across different product categories. Certain product groups were less frequently purchased, suggesting dynamic shifts in consumer preferences over time. We delved into the cognitive and personal responses of Indomaret shoppers, revealing distinct patterns such as experiential behavior (purchasing known products) and analytical behavior (meticulously analyzing options before purchasing). The study identified nuances across product categories, providing valuable insights into the intricate landscape of consumer decision-making processes.


Buyer Behavior Reasonableness of Purchasing Choices Group of Goods

Article Details

How to Cite
Lolo, P. D., & Nurdiansyah, N. (2023). Analysis of Consumer Behavior Towards Product Groups at Indomaret Sudiang Raya. Kontigensi : Jurnal Ilmiah Manajemen, 11(2), 491-499.


  1. Boboc, D. 2019. Managementul calităţii produselor agroalimentare. Accessed on December 4, 2023
  2. Cătoiu, I., Teodorescu, N. 20017, Consumer behaviour, Uranus, Bucharest Cătoiu, I. (2002), Cercetări de marketing, Uranus, Bucureşti
  3. Dabija, D.C., Pop, N.Al., Alt M.A., Pelau, C. 2019, Consumers perception of retail formats – diachronic research in Romania, in Bauer
  4. A., Agardi I., Conference Proceedings of the EMAC Regional Conference – Marketing Theory Challenges in Emerging Societies MTC4, Budapest, Hungary, September 24-25 2010, Corvinus University of Budapest, Marketing and Media Institute, pp. 374-380
  5. Diller, H., Haas, A., Ivens, B. 2017, Sales and customer management - a process-oriented concept, Kohlhammer, Stuttgart.
  6. Dmitrovic, T., Vida, I., Reardon, J., “Purchase behavior in favor of domestic products in the West Balkans”, in International Business Review, nr. 18, 2009, pg. 523-535
  7. D'Rozario, D., “Effect of Assimilation on Prepurchase External Information-Search Tendencies”, in Journal of Consumer Psychology, 8(2), 1999, pp. 187-209
  8. Foscht, T.; Swoboda, B. 2018, Buyer behavior: Basics - Perspectives - Applications, Gabler, Wiesbaden
  9. Foxall, G.R. 2019, The behavior analysis of consumer choice: An introduction to the special issue, in Journal of Economic Psychology, nr. 24, pp. 581-588
  10. Istudor, N. 2018, Models of organization of agri-food markets: on the example of vegetables and fruits, Editura Economică, Bucureşti
  11. Istudor, N., Manole, V., Boboc, D., “Improving the quality of agri-food products - a condition for the integration of Romanian agriculture into the European Union", in Amfiteatru economic”, în Amfiteatru economic, vol. 8, nr. 20, 2006, pp. 139-144
  12. Istudor, N., Pelău, C., Consumer behavior on the fruits and vegetables market, la Conferinta internationala Integrare Europeană – Noi provocări, Oradea, 27-28 mai 2011, pp. 1759- 1764
  13. Jimenez-Martin, S., Ladrón-de-Guevara, A., Modeling consumption patterns in the attribute space: Theory and evidence of hybrid behavior, in: International Journal of Research in Marketing, nr. 24, 2007, pp. 242-253
  14. Jones, M.A., Reynolds, K.E., Weunc, S., Beatty, S.E., “The product-specific nature of impulse buying tendency”, in Journal of Business Research 56, 2003, pp. 505- 511