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Bamisha 1
Model of Consumer
BehaviorPPs – MM
FE - ManajemenUniversitas
Muhammadiyah Malang
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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
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Bamisha 3
Major Factors Influencing Buyer Behavior
1. Cultural Factors2. Social Factors3. Personal Factors4. Psychological Factors
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Bamisha 4
Cultural Factors
1. Culture2. Sub Culture3. Social Class
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Bamisha 5
Social Factors
1. Reference Groups2. Family3. Roles and Status
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Bamisha 6
Personal Factors
1. Age and stage in the Life Cycle2. Occupation and Economic
Circumstance3. Lifestyle4. Personality and Self Concept
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Bamisha 7
Psychological Factors
1. Motivation2. Perception3. Learning4. Beliefs and Attitudes
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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
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Bamisha 9
The Individual Consumer
Stimuli The Consumer Response
Consumer ThoughtPerceptionsAttitudesBenefits
Consumer CharacteristicDemographicsPersonalityLife Cycle
Information Processing
Decision Making
Feedback
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Bamisha 10
The Individual Consumer
1. Consumer Thought Variablesa. Perceptionsb. Attitudesc. Benefits
2. Consumer Characteristica. Demographicsb. Personalityc. Lifestyle
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Bamisha 11
Environmental Influences
Stimuli
CultureFace to Face
GroupsSituational
Determinant
The Consumer Response
Cultural ValuesSubcultural InfluencesCross Cultural Influences
Reference GroupsFamily
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Bamisha 12
Environmental Influences
1. Culturea. Cultural Valuesb. Sub Culturalc. Cross Cultural
2. Face to Face Groupsa. References Groupsb. Family
3. Situational Determinants
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Bamisha 13
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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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
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Bamisha 15
Consumer in their Social and Cultural Settings
1. Group Dynamics and cultural Settings
2. Family3. Social Class4. Culture5. Sub Cultural6. Cross Cultural
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Bamisha 16
Major Factors Influencing Buyer Behavior Howard & Seth
1. Exogenous Variables2. Hypothetical Construct
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Bamisha 17
Exogenous Variables
1. Culture2. Social Class3. Ciri-ciri Kepribadian4. Pengaturan Organisasi masyarakat5. Time6. Status Keuangan
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Bamisha 18
Hypothetical Construct
1. Perceptions2. Learning3. Attitudes
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Bamisha 19
Major Factors Influencing Buyer Behavior by Engel, Kollat & Blackwell
1. Lingkungan2. Perbedaan individu3. Proses Psikologis
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Bamisha 20
Lingkungan
1. Budaya 2. Kelas Sosial3. Pengaruh Pribadi4. Keluarga5. Situasi
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Bamisha 21
Perbedaan individu
1. Sumber Daya Konsumen2. Motivasi dan Keterlibatan3. Pengetahuan 4. Sikap5. Kepribadian, Gaya Hidup dan
Demografi
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Bamisha 22
Proses Psikologis
1. Pengolahan Informasi2. Pembelajaran3. Perubahan Sikap/ Perilaku
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Bamisha 23
Major Factors Influencing Buyer Behavior by Kerby
1. Person Factors2. Social Factors
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Bamisha 24
Person Factors
1. Persepsi2. Sikap3. Belajar4. Kepribadian5. Perhatian6. Daya Ingat7. Keterbatasan Ekonomi
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Bamisha 25
Social Factors
1. Persaingan2. Tingkat Sosial3. Kelompok Anutan4. Liingkungan Budaya
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Bamisha 26
Major Factors Influencing Buyer Behavior by Fransesco Nicosia
1. Stimulus akan menghasilkana. Perceptionb. Learningc. Output
2. Exogenous Variablesa. Kepribadianb. Posisi Ekonomisc. keluarga