Model of

Consumer
Behavior
PPs – MM
FE - Manajemen
Universitas
Muhammadiyah Malang

Bamisha 1
 Model of Consumer Behavior
by Philip Kotler
Buyer’s
Marketing Other Buyer’s Buyer’s
Decision Process
Stimuli Stimuli Characteristic Decision

Product Economic Cultural

Problem recognition
Price Technological Social Product choice
Information search
Brand choice
Evaluation of alternatives
Place Political Personal Dealer choice
Purchase decision
Purchase timing
Postpurchase behavior
Promotion Cultural Psychological Purchase amount

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Major Factors Influencing Buyer
Behavior

1. Cultural Factors
2. Social Factors
3. Personal Factors
4. Psychological Factors

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Cultural Factors
1. Culture
2. Sub Culture
3. Social Class

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Social Factors
1. Reference Groups
2. Family
3. Roles and Status

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Personal Factors
1. Age and stage in the Life Cycle
2. Occupation and Economic
Circumstance
3. Lifestyle
4. Personality and Self Concept

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Psychological Factors
1. Motivation
2. Perception
3. Learning
4. Beliefs and Attitudes

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Model of Consumer Behavior
by Henry Assael
Feedback
To Consumer

The Individual
Consumer

Consumer Consumer
Decision Making Response

Environmental
Influences

Feedback to Environment
Development of Marketing Strategies
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 The Individual Consumer
Feedback

Information Decision
Processing
Stimuli The Consumer Making Response

Consumer Thought
Perceptions
Attitudes
Benefits

Consumer Characteristic
Demographics
Personality
Life Cycle

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The Individual Consumer
1. Consumer Thought Variables
a. Perceptions
b. Attitudes
c. Benefits
2. Consumer Characteristic
a. Demographics
b. Personality
c. Lifestyle

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Environmental Influences

Stimuli The Consumer Response

Face to Face Situational

Culture
Groups Determinant

Cultural Values Reference Groups

Subcultural Influences Family
Cross Cultural Influences

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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

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Major Factors Influencing Buyer
Behavior by Schiffman & Kanuk

1. The Consumer as an Individual

2. Consumer in their Social and Cultural
Settings

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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

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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

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Major Factors Influencing Buyer
Behavior Howard & Seth

1. Exogenous Variables
2. Hypothetical Construct

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

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Hypothetical Construct
1. Perceptions
2. Learning
3. Attitudes

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Major Factors Influencing Buyer
Behavior by Engel, Kollat & Blackwell

1. Lingkungan
2. Perbedaan individu
3. Proses Psikologis

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Lingkungan
1. Budaya
2. Kelas Sosial
3. Pengaruh Pribadi
4. Keluarga
5. Situasi

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Perbedaan individu
1. Sumber Daya Konsumen
2. Motivasi dan Keterlibatan
3. Pengetahuan
4. Sikap
5. Kepribadian, Gaya Hidup dan
Demografi

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Proses Psikologis

1. Pengolahan Informasi
2. Pembelajaran
3. Perubahan Sikap/ Perilaku

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Major Factors Influencing Buyer
Behavior by Kerby

1. Person Factors
2. Social Factors

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Person Factors
1. Persepsi
2. Sikap
3. Belajar
4. Kepribadian
5. Perhatian
6. Daya Ingat
7. Keterbatasan Ekonomi
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Social Factors
1. Persaingan
2. Tingkat Sosial
3. Kelompok Anutan
4. Liingkungan Budaya

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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

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