Presentation on theme: "Cultural Culture Acquired while growing up values perceptions preferences behaviors Subculture More specific identification suku agama ras geografi Socio."— Presentation transcript:
Cultural Culture Acquired while growing up values perceptions preferences behaviors Subculture More specific identification suku agama ras geografi Socio class Stratifikasi sosial tingkatan sosial hirarki sosial hirarki “priyayi” Social Reference groups Klp. Awam yang punya pengaruh luas/ tidak langsung thd penduduk Family Primary reference group - family of orientation (parents) - family of procrea- tion Roles and statuses Daughter Wife Executive Club member Age and lifecycle stage Occupation Economic Circumstances Lifestyle Personality and Self-concept PersonelPsychological Motivation Perception Learning Beliefs and attitudes BUYER DETAILED MODEL OF FACTORS INFLUENCING BEHAVIOR
Kuliah 13 Consumer Behavior
Problem Recognition Information Search Evaluation & Selection Store Choice & Purchase Post Purchase Purchase Decision
DECISION PROCESS Situations Problem Recognition Information Search Alternative Evaluation and Selection Outlet Election and Purchase Postpurchase Processes DECISION PROCESS Situations Problem Recognition Information Search Alternative Evaluation and Selection Outlet Election and Purchase Postpurchase Processes EXTERNAL INFLUENCES Culture Subculture Demographics Social Status Reference Groups Family Marketing Activities EXTERNAL INFLUENCES Culture Subculture Demographics Social Status Reference Groups Family Marketing Activities Self-Concept and Lifestyle Self-Concept and Lifestyle INTERNAL INFLUENCES Perception Learning Memory Motives Personality Emotions Attitudes INTERNAL INFLUENCES Perception Learning Memory Motives Personality Emotions Attitudes Experiences and Acquisitions Needs Desires Hawkins, Best, Coney Model of Consumer Behavior
Alternative Evaluation & Selection Evaluation Criteria Importance of Criteria Alternatives Considered Evaluation of Alternatives on each criteria Alternatives Selection
AN OVERVIEW OF THE FAMILY LIFE CYCLE AND BUYING BEHAVIOR STAGE IN FAMILY LIFE CYCLEBUYING OF BEHAVIORAL PATTERN 1.Bachelor stage: young, single, people not living at home Few financial burdens. Fashion opinion leader. Recreation oriented. Buy: basic kitchen equipment, basic furniture, cars, equipment for the mating game, vacations. 2.Newly Married couples: young, no children Better off financially than the will be in near future. Highest purchase rate and highest ever-age purchase of durables. Buy: cars, refrigerators, stoves, sensible and durable furniture, vacations. 3.Full nest I: youngest child under six Home purchasing at peak. Liquid assets low. Dissatisfied with financial position and amount of money saved. Interested in new products. Like advertised products. Buy: washers, dryers, TV, baby food, chest rubs and cough medicines, vitamins, dolls, wagons, sled, skates. 4.Full nest II: youngest child six or over. Financial position better. Some wives work. Less influenced by advertising. Buy larger-size packages, multiple-unit deals. Buy: many foods, cleaning materials, bicycle, music lessons, pianos. 5.Full nest III: older married couples with dependent children Financial position still better. More wives work. Some children get jobs. Hard to influence with advertising. High average purchase of durables. Buy: new, more tasteful furniture, auto travel, unnecessary appliances, boats, dental services magazines. 6.Empty nest I: older married couples, no children living with them, head in labor force. Home ownership at peak. Most satisfied with financial position and money saved. Interested in travel, recreation, self-education. Make gifts and contributions. Not interested in new product. Buy: vacations, luxuries, home improvements. 7.Empty nest II: older married. No children living at home, head retired. Drastic cut in income. Keep home. Buy: medical appliances, medical- care products that aid health, sleep, and digestion. 8.Solitary survivor, in labor forceIncome still good but likely to sell home 9.Solitary survivor, retired Same medical and product needs as other retired group; drastic cut in income. Special need for attention, affection, and security.
Tahapan Siklus Hidup Modern 1) Bachelor I (masih muda, belum menikah) 2) Young Couple (pasangan muda) 3) Full Nest I (pasangan muda, anak balita) 4) Full Nest II (pasangan dengan anak remaja) 5) Single Parent I (tidak menikah, punya anak) 6) Single Parent II (menikah, tanpa pasangan, punya anak) 7) Bachelor II (lajang, tidak menikah) 8) Childless Couple (menikah, tanpa anak) 9) Delayed Full Nest (menikah, dengan anak yang ditunda) 10) Full Nest III (pasangan dengan anak dewasa msh tinggl sermh) 11) Single Parent III (janda/duda dengan anak) 12) Bachelor III (sendiri, tanpa anak) 13) Older Couple (Empty Nest) pasangan, anak sdh tdk sermh.