Matthew Rouwie Ong*, Katherine Reanne Kaharian, Maecaella Xelline Llorente
The purpose of this research is to study how the different factors of consumer behavior affect the
consumers’ decision-making process during the selection of instant-coffee brand/s. Consumer behavior
consists of four factors: cultural, social, personal and psychological. In this study the focus was limited only
to social, personal and psychological factors.
The thesis was able to discuss important parts such as the theories and the empirical part of the research. The
theoretical part discusses the basics of factors affecting purchase decision, decision-making process and
brands. The empirical part of the thesis includes a survey that was carried out through the Internet. The data
used were collected through the use of a questionnaire. The questionnaire was distributed to 78 Office
Administration, 56 Entrepreneurship, 101 Human Resources Management, 102 Marketing Management
students; A total of 337 students under the College of Business Administration. The quantitative research
method was applied in this study.
Research has shown that consumers are taking different steps in the decision-making process of buying. The
results of the study give the general view that social, personal and psychological variables are somewhat
affected, but not strong statistical accuracy. The result shows that the most significant factors influencing
decision-making when choosing instant coffee product, family and friends. Nevertheless, consumers also
rely on psychological factors, beliefs and attitudes to influence their choices.
Keywords: consumer behavior, decision-making process, decision-making types, brand
PDF
