Consumer Behavior In Selecting Retail Format: The Perspective Of Theory Of Planned Behavior

Abstract

The economic growth and income improvement will alter the consumer behavior. Consumer defines what kind of the retail store that they will go shopping. The implementation of the Theory of Planned Behavior is to explore consumer behavior in selecting retail format at shopping can be conducted; the aim is to understand the factors that motivate the behavior. Phenomenological qualitative approach is utilized to investigate the retail format selection behavior through the implementation of the Theory of Planned Behavior. The research informants are six Javanese women who are married and have children; the information selection process employed snowball approach. This research generates some useful propositions for the foundation to examine and for further research. The proposed model is Mataraman Javanese consumer behavior model which is not originated from the intention to behave but from the habit and past experience. Thus, it can identify the antecedents of attitude, subjective norms, and perceived behavioral control among Mataraman Javanese consumer behavior. Social status becomes the background of the consumer behavior in selecting retail format.