本文的主要目的是找到一種方法來擴展公司的版圖。 CV Audio Technics 為了了解 消費者的購買行為以及零售業務的其他方面，如: 經濟，技術，環境的方面。CV Audio Technics 是在一間在印尼的班達亞齊城市中最為著名的電子零售業之一， 至今已經營 35 年。該公司決定利用網路銷售來擴展實體店，並使用波特五力模型 來分析競爭力水平。印尼的線上零售產業發展速度非常快。然而，在這個網路銷 售的興起的年代, 不但可以幫助公司獲得更多的利潤並取代實體店。而利用波特 五力模型分析的結果表明，通過線上零售可擴大實體店面的銷售。 35 年來實施以 下 3 個理論: 展示了零售理論，零售生命週期理論和環境理論，展示了在另一個 地方重新應用這一理論的可能性.

The primary aim of this paper is to find a way to expand the brick-and-mortar business for CV. Audio Technics by understanding the consumers buying behaviours, and other aspects in retail business, such as; economics, technology, environmental aspects. CV. Audio Technics is one of the well- known electronic retail stores in Banda Aceh, Indonesia, since it has been running for 35 years until now. The company decided to expand the brick-and- mortar store through online retail by using the Porter’s 5 Forces model to analyse the level of competitiveness. Online retail has been growing at a very fast pace in Indonesia. That being said, online retail business in this era can help the company to gain more profit instead of having only a brick-and-mortar store. Result from porter five forces suggests it is feasible to expand the brick- and-mortar through online retail. 35 years of implementing the following 3 theories; wheel of retailing theory, retail life cycle theory, and the environmental theory are demonstrated, it shows the possibility to re-apply this theory in another location.

謝辭 ....................................................................................... 
中文摘要 ................................................................................. I 
英文摘要 ................................................................................. II
Table of Contents ........................................................................ III 
List of Figures ........................................................................... V 
Chapter 1: Introduction ................................................................. 1 
1.1 Motivation of the Research ........................................................ 2 
1.2 Research Aim and Objectives ..................................................... 2 
1.3 Research Flow ....................................................................... 3 
Chapter 2: Literature Reviews ......................................................... 4 
2.1 Retail Management .................................................................. 4 
2.2 Consumer Buying Behaviour ....................................................... 8 
2.3 Consumer personality Factor: Risk Aversion and Innovativeness ............ 9 
2.4 Factors Influencing Consumer Buying Behaviours ............................ 10 
2.4.1 Cultural Factors (External) ...................................................... 11 
2.4.2 Social Factors (External) ........................................................ 14 
2.4.3 Psychological Factors (Internal) ................................................ 14 
2.4.4 Personal Factors (Internal) ...................................................... 16 
2.5 Brick-and-Mortar Shopping (Physical Store) Versus Online Shopping .... 18 
Chapter 3: Methodology ............................................................... 22
3.1 Michael Porter’s 5 Forces Model ................................................ 22 
3.1.1 The Bargaining Power of Buyer ................................................ 23
3.1.2 The Bargaining Power of Supplier ............................................. 25
3.1.3 Threat of New Entrants .......................................................... 27
3.1.4 Threat of Substitute Products or Services ..................................... 28
3.1.5 Rivalry Among Existing Firms ................................................. 29
 3.1.6 Strengths That Affect Retail Industrial Competition in Indonesia ......... 31

3.2 Wheel of Retailing Theory ......................................................... 32
3.3 Retail Life Cycle Theory ........................................................... 33
3.4 Environmental Theory ............................................................. 34
Chapter 4: Entrepreneur Expansion ................................................... 36
4.1 The History of CV. Audio Technics ............................................. 36
4.2 How does CV. Audio Technics Manage its Retail Store? ..................... 38
4.2.1 Retail Merchandising ............................................................ 38
4.2.2 Keep the Employees Stay Motivated .......................................... 40
4.3 Online Retailing (E-commerce) ................................................... 40
4.3.1 How to Startup an Online Retail with Porter’s Five Forces Analysis ...... 43
4.4 Future Expansion (Expand to Other Location) .................................. 45
4.4.1 Future Expansion with the Wheel of Retailing Theory ...................... 45
4.4.2 Future Expansion with the Retail Life Cycle Theory ........................ 46
Chapter 5: Conclusion .................................................................. 48

Figure 1: Factors influencing consumers buying behaviours ..................... 18
Figure 2: Analysis of the porter's five forces of Indonesia Retail Industry ...... 31

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