Bamisha 1

Model of
Consumer Behavior
PPs MM
FE - Manajemen
Universitas Muhammadiyah Malang

Bamisha 2
Model of Consumer Behavior
by Philip Kotler
Marketing
Stimuli


Product

Price

Place

Promotion
Other
Stimuli


Economic

Technological

Political

Cultural
Buyers
Characteristic


Cultural

Social

Personal

Psychological
Buyers
Decision Process




Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior

Buyers
Decision




Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Bamisha 3
Major Factors Influencing Buyer
Behavior

1. Cultural Factors
2. Social Factors
3. Personal Factors
4. Psychological Factors
Bamisha 4
Cultural Factors
1. Culture
2. Sub Culture
3. Social Class
Bamisha 5
Social Factors
1. Reference Groups
2. Family
3. Roles and Status
Bamisha 6
Personal Factors
1. Age and stage in the Life Cycle
2. Occupation and Economic
Circumstance
3. Lifestyle
4. Personality and Self Concept
Bamisha 7
Psychological Factors
1. Motivation
2. Perception
3. Learning
4. Beliefs and Attitudes
Bamisha 8
Model of Consumer Behavior
by Henry Assael
The Individual
Consumer
Consumer
Response
Consumer
Decision Making
Environmental
Influences
Feedback
To Consumer
Feedback to Environment
Development of Marketing Strategies
Bamisha 9
The Individual Consumer
Stimuli
The Consumer
Response
Consumer Thought
Perceptions
Attitudes
Benefits

Consumer Characteristic
Demographics
Personality
Life Cycle
Information
Processing
Decision
Making
Feedback
Bamisha 10
The Individual Consumer
1. Consumer Thought Variables
a. Perceptions
b. Attitudes
c. Benefits
2. Consumer Characteristic
a. Demographics
b. Personality
c. Lifestyle
Bamisha 11
Environmental Influences
Stimuli
Culture
Face to Face
Groups
Situational
Determinant
The Consumer Response
Cultural Values
Subcultural Influences
Cross Cultural Influences
Reference Groups
Family
Bamisha 12
Environmental Influences
1. Culture
a. Cultural Values
b. Sub Cultural
c. Cross Cultural
2. Face to Face Groups
a. References Groups
b. Family
3. Situational Determinants
Bamisha 13
Major Factors Influencing Buyer
Behavior by Schiffman & Kanuk


1. The Consumer as an Individual
2. Consumer in their Social and Cultural
Settings
Bamisha 14
The Consumer as an Individual

1. Consumer Need and Motivation
2. Personality Consumer Perception
3. Learning and Consumer Involvement
4. The Consumer Attitudes
5. Communication and Persuasion
Bamisha 15
Consumer in their Social and
Cultural Settings
1. Group Dynamics and cultural Settings
2. Family
3. Social Class
4. Culture
5. Sub Cultural
6. Cross Cultural
Bamisha 16
Major Factors Influencing Buyer
Behavior Howard & Seth


1. Exogenous Variables
2. Hypothetical Construct
Bamisha 17
Exogenous Variables
1. Culture
2. Social Class
3. Ciri-ciri Kepribadian
4. Pengaturan Organisasi masyarakat
5. Time
6. Status Keuangan

Bamisha 18
Hypothetical Construct
1. Perceptions
2. Learning
3. Attitudes

Bamisha 19
Major Factors Influencing Buyer
Behavior by Engel, Kollat & Blackwell


1. Lingkungan
2. Perbedaan individu
3. Proses Psikologis

Bamisha 20
Lingkungan
1. Budaya
2. Kelas Sosial
3. Pengaruh Pribadi
4. Keluarga
5. Situasi
Bamisha 21
Perbedaan individu
1. Sumber Daya Konsumen
2. Motivasi dan Keterlibatan
3. Pengetahuan
4. Sikap
5. Kepribadian, Gaya Hidup dan
Demografi
Bamisha 22
Proses Psikologis

1. Pengolahan Informasi
2. Pembelajaran
3. Perubahan Sikap/ Perilaku
Bamisha 23
Major Factors Influencing Buyer
Behavior by Kerby


1. Person Factors
2. Social Factors
Bamisha 24
Person Factors
1. Persepsi
2. Sikap
3. Belajar
4. Kepribadian
5. Perhatian
6. Daya Ingat
7. Keterbatasan Ekonomi
Bamisha 25
Social Factors
1. Persaingan
2. Tingkat Sosial
3. Kelompok Anutan
4. Liingkungan Budaya
Bamisha 26
Major Factors Influencing Buyer
Behavior by Fransesco Nicosia
1. Stimulus akan menghasilkan
a. Perception
b. Learning
c. Output
2. Exogenous Variables
a. Kepribadian
b. Posisi Ekonomis
c. keluarga