[ppt]model of consumer behavior - universitas …directory.umm.ac.id/data...
TRANSCRIPT
Bamisha 1
Model of Consumer
BehaviorPPs – MM
FE - ManajemenUniversitas
Muhammadiyah Malang
Bamisha 2
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
Bamisha 3
Major Factors Influencing Buyer Behavior
1. Cultural Factors2. Social Factors3. Personal Factors4. Psychological Factors
Bamisha 4
Cultural Factors1. Culture2. Sub Culture3. Social Class
Bamisha 5
Social Factors1. Reference Groups2. Family3. Roles and Status
Bamisha 6
Personal Factors1. Age and stage in the Life Cycle2. Occupation and Economic
Circumstance3. Lifestyle4. Personality and Self Concept
Bamisha 7
Psychological Factors1. Motivation2. Perception3. Learning4. Beliefs and Attitudes
Bamisha 8
Model of Consumer Behaviorby Henry Assael
The Individual Consumer
Consumer Response
ConsumerDecision Making
Environmental Influences
FeedbackTo Consumer
Feedback to EnvironmentDevelopment of Marketing Strategies
Bamisha 9
The Individual Consumer
Stimuli The Consumer ResponseConsumer ThoughtPerceptionsAttitudesBenefits
Consumer CharacteristicDemographicsPersonalityLife Cycle
Information Processing Decision
Making
Feedback
Bamisha 10
The Individual Consumer1. Consumer Thought Variables
a. Perceptionsb. Attitudesc. Benefits
2. Consumer Characteristica. Demographicsb. Personalityc. Lifestyle
Bamisha 11
Environmental Influences
Stimuli
Culture Face to Face Groups
Situational Determinant
The Consumer Response
Cultural ValuesSubcultural InfluencesCross Cultural Influences
Reference GroupsFamily
Bamisha 12
Environmental Influences1. Culture
a. Cultural Valuesb. Sub Culturalc. Cross Cultural
2. Face to Face Groupsa. References Groupsb. Family
3. Situational Determinants
Bamisha 13
Major Factors Influencing Buyer Behavior by Schiffman & Kanuk
1. The Consumer as an Individual2. Consumer in their Social and
Cultural Settings
Bamisha 14
The Consumer as an Individual
1. Consumer Need and Motivation2. Personality Consumer Perception3. Learning and Consumer
Involvement4. The Consumer Attitudes5. Communication and Persuasion
Bamisha 15
Consumer in their Social and Cultural Settings1. Group Dynamics and cultural
Settings2. Family3. Social Class4. Culture5. Sub Cultural6. Cross Cultural
Bamisha 16
Major Factors Influencing Buyer Behavior Howard & Seth
1. Exogenous Variables2. Hypothetical Construct
Bamisha 17
Exogenous Variables1. Culture2. Social Class3. Ciri-ciri Kepribadian4. Pengaturan Organisasi masyarakat5. Time6. Status Keuangan
Bamisha 18
Hypothetical Construct1. Perceptions2. Learning3. Attitudes
Bamisha 19
Major Factors Influencing Buyer Behavior by Engel, Kollat & Blackwell
1. Lingkungan2. Perbedaan individu3. Proses Psikologis
Bamisha 20
Lingkungan 1. Budaya 2. Kelas Sosial3. Pengaruh Pribadi4. Keluarga5. Situasi
Bamisha 21
Perbedaan individu1. Sumber Daya Konsumen2. Motivasi dan Keterlibatan3. Pengetahuan 4. Sikap5. Kepribadian, Gaya Hidup dan
Demografi
Bamisha 22
Proses Psikologis
1. Pengolahan Informasi2. Pembelajaran3. Perubahan Sikap/ Perilaku
Bamisha 23
Major Factors Influencing Buyer Behavior by Kerby
1. Person Factors2. Social Factors
Bamisha 24
Person Factors1. Persepsi2. Sikap3. Belajar4. Kepribadian5. Perhatian6. Daya Ingat7. Keterbatasan Ekonomi
Bamisha 25
Social Factors1. Persaingan2. Tingkat Sosial3. Kelompok Anutan4. Liingkungan Budaya
Bamisha 26
Major Factors Influencing Buyer Behavior by Fransesco Nicosia1. Stimulus akan menghasilkan
a. Perceptionb. Learningc. Output
2. Exogenous Variablesa. Kepribadianb. Posisi Ekonomisc. keluarga