Author

  • Desi Ambar Prawono

    • Bandung Institute of Technology, School of Business and Management, Indonesia
    • Indonesia

  • Mustika Sufiati Purwanegara

    • Bandung Institute of Technology, School of Business and Management, Indonesia
    • Indonesia

  • Mia Tantri Diah Indriani

    • Bandung Institute of Technology, School of Business and Management, Indonesia
    • Indonesia

Abstract

The research was conducted to explore consumer impulsivity and impulsive buying toward beverages product. In addition, in subsequent analysis, it also applies Consumer Decision Journey into impulsive buying behavior on beverage products. The analysis explains which marketing cues acts as most influential factors in such purchase behavior. Questionnaire was designed based on valid scale borrowed from previous research. A total of 105 respondents participated in this research. Questionnaire was distributed directly and by electronic mail. Based on the analysis, consumer only exercises impulsive buying on green tea and ready to drink tea category. Past experience and WOM are the most influencing factors in each step of the customer decision journey. Implications of this research are useful for FMCG marketers in improving marketing cues.

Keywords

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How to Cite

Prawono, D. A., Purwanegara, M. S., & Indriani, M. T. D. (2013). Impact of Customer’s Impulsivity and Marketing Cues to Purchase Decision of Beverage Product Category. Journal of Economics and Behavioral Studies, 5(8), 555-563. https://doi.org/10.22610/jebs.v5i8.429

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Copyright (c) 2013 Desi Ambar Prawono, Mustika Sufiati Purwanegara, Mia Tantri Diah Indriani (Author)

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Research Paper

Published in

Vol. 5 No. 8 (2013) Digital Banking, Consumer Behaviour & Market Integration View issue contents

Published

2013-08-30

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