Model of Consumer Behavior

PPs MM FE - Manajemen Universitas Muhammadiyah Malang

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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 Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Product choice Brand choice Dealer choice Purchase timing Purchase amount Buyers Decision Process Buyers Decision

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Major Factors Influencing Buyer Behavior

1. 2. 3. 4.

Cultural Factors Social Factors Personal Factors Psychological Factors

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Cultural Factors
1.
2. 3.

Culture Sub Culture Social Class

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Social Factors
1.
2. 3.

Reference Groups Family Roles and Status

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Personal Factors
1.
2.

3.
4.

Age and stage in the Life Cycle Occupation and Economic Circumstance Lifestyle Personality and Self Concept

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Psychological Factors
1.
2. 3. 4.

Motivation Perception Learning Beliefs and Attitudes

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Model of Consumer Behavior by Henry Assael

Feedback To Consumer The Individual Consumer

Consumer Decision Making

Consumer Response

Environmental Influences Feedback to Environment Development of Marketing Strategies

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The Individual Consumer

Feedback

Stimuli

Information Processing

The Consumer
Consumer Thought Perceptions Attitudes Benefits

Decision Making

Response

Consumer Characteristic Demographics Personality Life Cycle

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The Individual Consumer

1.

Consumer Thought Variables

a. b. c.

2.

Consumer Characteristic
a. b. c.

Perceptions Attitudes Benefits

Demographics Personality Lifestyle

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Environmental Influences
Stimuli The Consumer Response

Culture
Cultural Values Subcultural Influences Cross Cultural Influences

Face to Face Groups

Reference Groups Family

Situational Determinant

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Environmental Influences
1.

Culture
a. b. c.

2.

Face to Face Groups

a. b.

Cultural Values Sub Cultural Cross Cultural

3.

Situational Determinants
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References Groups Family

Major Factors Influencing Buyer Behavior by Schiffman & Kanuk

1. 2.

The Consumer as an Individual Consumer in their Social and Cultural Settings

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The Consumer as an Individual

1. 2. 3. 4.

5.

Consumer Need and Motivation Personality Consumer Perception Learning and Consumer Involvement The Consumer Attitudes Communication and Persuasion

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Consumer in their Social and Cultural Settings

1.
2. 3. 4. 5.

6.

Group Dynamics and cultural Settings Family Social Class Culture Sub Cultural Cross Cultural

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Major Factors Influencing Buyer Behavior Howard & Seth

Exogenous Variables Hypothetical Construct

1.

2.

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Exogenous Variables
1. 2. 3. 4. 5. 6.

Culture Social Class Ciri-ciri Kepribadian Pengaturan Organisasi masyarakat Time Status Keuangan

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Hypothetical Construct
1. 2. 3.

Perceptions Learning Attitudes

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Major Factors Influencing Buyer Behavior by Engel, Kollat & Blackwell

1. 2. 3.

Lingkungan Perbedaan individu Proses Psikologis

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Lingkungan
1.
2. 3. 4. 5.

Budaya Kelas Sosial Pengaruh Pribadi Keluarga Situasi

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Perbedaan individu
1.
2. 3. 4. 5.

Sumber Daya Konsumen Motivasi dan Keterlibatan Pengetahuan Sikap Kepribadian, Gaya Hidup dan Demografi

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Proses Psikologis
1. 2. 3.

Pengolahan Informasi Pembelajaran Perubahan Sikap/ Perilaku

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Major Factors Influencing Buyer Behavior by Kerby

1. 2.

Person Factors Social Factors

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Person Factors
1.
2. 3. 4. 5.

6.
7.

Persepsi Sikap Belajar Kepribadian Perhatian Daya Ingat Keterbatasan Ekonomi

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Social Factors
1.
2. 3. 4.

Persaingan Tingkat Sosial Kelompok Anutan Liingkungan Budaya

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Major Factors Influencing Buyer Behavior by Fransesco Nicosia

1.

Stimulus akan menghasilkan

a. b. c.

2.

Exogenous Variables
a. b. c.

Perception Learning Output

Kepribadian Posisi Ekonomis keluarga

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