The economic crisis in Indonesia has affected the attitude and buying pattern of Indonesian consumers. Consumers are becoming more careful in deciding what they need to buy. People's purchasing power has dropped.
Consumers have to be more cautious and selective in making purchases.
According to a survey conducted by the research company, MarkPlus, there are three categories of consumers during the crisis. The survey was conducted in eight big cities, including Jakarta, Surabaya and Medan. They are very brand conscious people who will only buy brand names. Due to limited purchasing power and lower income, consumers' decision to buy goods is very selective. The purchase of secondary needs is reduced.