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Model of Consumer

BehaviorPPs – MM

FE - ManajemenUniversitas

Muhammadiyah Malang

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Model of Consumer Behaviorby Philip Kotler

Marketing Stimuli

Product

Price

Place

Promotion

Other Stimuli

Economic

Technological

Political

Cultural

Buyer’s Characteristic

Cultural

Social

Personal

Psychological

Buyer’s Decision Process

Problem recognitionInformation search

Evaluation of alternativesPurchase decision

Postpurchase behavior

Buyer’sDecision

Product choiceBrand choiceDealer choice

Purchase timingPurchase amount

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Major Factors Influencing Buyer Behavior

1. Cultural Factors2. Social Factors3. Personal Factors4. Psychological Factors

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Cultural Factors1. Culture2. Sub Culture3. Social Class

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Social Factors1. Reference Groups2. Family3. Roles and Status

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Personal Factors1. Age and stage in the Life Cycle2. Occupation and Economic

Circumstance3. Lifestyle4. Personality and Self Concept

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Psychological Factors1. Motivation2. Perception3. Learning4. Beliefs and Attitudes

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Model of Consumer Behaviorby Henry Assael

The Individual Consumer

Consumer Response

ConsumerDecision Making

Environmental Influences

FeedbackTo Consumer

Feedback to EnvironmentDevelopment of Marketing Strategies

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The Individual Consumer

Stimuli The Consumer ResponseConsumer ThoughtPerceptionsAttitudesBenefits

Consumer CharacteristicDemographicsPersonalityLife Cycle

Information Processing Decision

Making

Feedback

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The Individual Consumer1. Consumer Thought Variables

a. Perceptionsb. Attitudesc. Benefits

2. Consumer Characteristica. Demographicsb. Personalityc. Lifestyle

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Environmental Influences

Stimuli

Culture Face to Face Groups

Situational Determinant

The Consumer Response

Cultural ValuesSubcultural InfluencesCross Cultural Influences

Reference GroupsFamily

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Environmental Influences1. Culture

a. Cultural Valuesb. Sub Culturalc. Cross Cultural

2. Face to Face Groupsa. References Groupsb. Family

3. Situational Determinants

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Major Factors Influencing Buyer Behavior by Schiffman & Kanuk

1. The Consumer as an Individual2. Consumer in their Social and

Cultural Settings

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The Consumer as an Individual

1. Consumer Need and Motivation2. Personality Consumer Perception3. Learning and Consumer

Involvement4. The Consumer Attitudes5. Communication and Persuasion

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Consumer in their Social and Cultural Settings1. Group Dynamics and cultural

Settings2. Family3. Social Class4. Culture5. Sub Cultural6. Cross Cultural

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Major Factors Influencing Buyer Behavior Howard & Seth

1. Exogenous Variables2. Hypothetical Construct

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Exogenous Variables1. Culture2. Social Class3. Ciri-ciri Kepribadian4. Pengaturan Organisasi masyarakat5. Time6. Status Keuangan

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Hypothetical Construct1. Perceptions2. Learning3. Attitudes

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Major Factors Influencing Buyer Behavior by Engel, Kollat & Blackwell

1. Lingkungan2. Perbedaan individu3. Proses Psikologis

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Lingkungan 1. Budaya 2. Kelas Sosial3. Pengaruh Pribadi4. Keluarga5. Situasi

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Perbedaan individu1. Sumber Daya Konsumen2. Motivasi dan Keterlibatan3. Pengetahuan 4. Sikap5. Kepribadian, Gaya Hidup dan

Demografi

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Proses Psikologis

1. Pengolahan Informasi2. Pembelajaran3. Perubahan Sikap/ Perilaku

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Major Factors Influencing Buyer Behavior by Kerby

1. Person Factors2. Social Factors

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Person Factors1. Persepsi2. Sikap3. Belajar4. Kepribadian5. Perhatian6. Daya Ingat7. Keterbatasan Ekonomi

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Social Factors1. Persaingan2. Tingkat Sosial3. Kelompok Anutan4. Liingkungan Budaya

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Major Factors Influencing Buyer Behavior by Fransesco Nicosia1. Stimulus akan menghasilkan

a. Perceptionb. Learningc. Output

2. Exogenous Variablesa. Kepribadianb. Posisi Ekonomisc. keluarga