Consumer Behavior

Bengawan Solo– Business OverviewBengawan Solo Coffee first retail store

was opened in May 2003 at ITC

Kuningan. They have received a

swarming response from customers who

realize the difference of a cup of line

coffee from others.

Bengawan Solo – Business OverviewBengawan Solo Coffee is present in Jakarta,

Jogja, Bandung, Medan, and Surabaya. Our

stores are located within malls and offices as

well as petrol stations.

Bengawan Solo – Business Overview

Products

Beverages: Espresso Based (Caffe Latte, Vanilla Latte);

Non Coffee (Teh Tarik, Blossom Tea); Ice Blended (The

Ultimate, Java Avocado)

Foods: Pisang Goreng, Singkong Goreng.

Bengawan Solo – Business Overview

Place:

Outlet-outlet -> Mall, Gas Station, Airport,

Train/Bus Station

Promotion

Member Promotion, B2B Promotion, Social

Media, Website

Price -> Rp 18.000 – Rp 46.000

Bengawan Solo – Business Overview

Additional Services• Wifi (Internet Connection)• Air Conditioning• Plug in (Electricity)• Comfortable Seat • Hospitality (friendly barista)

Bengawan Solo – Competitor

Costumer's Mind

Behavioral learning theories:

assume that learning takes place as the

result of responses to external events.(solomon, michael r, consumer behavior, global edition 9e )

Observation to CustomersAdditional Services

We observed 15 customers in order to understand their behavior in choosing Bengawan Solo as their preference. Result of our observation as follow:

Result of Observation

- Buyer Characteristic Aspect

Cultural FactorsCultureSub-CultureSocial Class

Most of customers are Indonesian, as we know that Indonesian love to gather with community

Personal Factors

Family lifecyle

Economics

Lifestyle

Personality and Self concept

LifestyleModern peopleEconomicsMiddle up economic level

Social Factors

Reference Group

FamilyRoles and Status

Customer know from

Friends Recommendation

Promotion

BengSol Customer

Coffee lover, Employee, Student

Psychological Factor

Motivation

Perception

LearningBeliefs and Attitudes

Motivation to BengSol

Meeting with Friends, Doing

home work, Drink Coffee

Why BengSol?

Good coffee, Affordable price,

Wi-Fi, Cozy, Promotion and/or

discount

Consumer Decision

Making Process

Customers aim to hang out with friend, doing home work, meeting point, etc

Customers look for information from friends’ recommendation, media publication, internet, and social media

Customers compare Bengawan Solo with other place of hang out

Customers choose Bengawan Solo due to several reasons

Decision Implementation

Post Purchase Evaluation

Customers buy coffee and satisfied or dissatisfied

Roles of Consumer in CDMP

Bengawan SoloAdditional Services

Initiator: customers/ friends/ partnerInfluencer: friends/ partner/ familyDecider: togetherBuyer: All/ Some of themUser: All

CUSTOMER INSIGHT

•Bengsol tempat duduk dan meja nya

asik buat nongkrong lama

•Ada promo buy one get one untuk 3 kali

pembelian

•Rasa kopi nya enak

•Ac nya dingin, enak buat ngadem

•Wifi nya kenceng, asik sih buat kerjain

tugas kelompok disini

•Lokasi nya asik, bisa jadi tempat kumpul

di tengah-tengah

Roles of Consumer in CDMP

Bengawan SoloAdditional Services

Initiator: customers/ friends/ partnerInfluencer: friends/ partner/ familyDecider: togetherBuyer: All/ Some of themUser: All

Cognition Affec

t

Behavior

Attitude

Based on

cognitive

Information

process

Cognition Affec

t

Behavior

AttitudeBased on

behavioral

learning

process

CognitionAffec

t

Behavior

Attitude

Based on

hedonic

consumption

Low-Involvement Hierarchy :

Experimental Hierarchy :

Standard Learning Hierarchy :

Standard Learning Hierarchy:

Customer want to try buying product in Bengawan Solo

because of cognitive information (such as store building or

ads) then try and become habit

Low-Involvement Hierarchy:

Customer want to try buying product in Bengawan Solo

because of behavioral learning process (customer see the

menu then try and become satisfied/dissatisfied

Experiental Hierarchy:

Customer try buying product in Bengawan Solo because of

involvement by reference group (customer likes coffee or

hang out then try and satisfied/dissatisfied

Recommendation

1.Interior Design

2.Package for group

3.Rent a store

4.Provide games

5.Marketing Strategy (bring friend get free,

social media competition)