Model of

Consumer
Behavior
PPs MM
FE - Manajemen
Universitas
Muhammadiyah Malang

Bamisha

Model of Consumer Behavior

by Philip Kotler
Marketing
Stimuli

Other
Stimuli

Buyers
Characteristic

Product

Economic

Cultural

Price

Technological

Social

Place

Political

Personal

Promotion

Cultural

Psychological

Buyers
Decision Process

Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior

Bamisha

Buyers
Decision

Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount

Major Factors Influencing Buyer

Behavior
1.
2.
3.
4.

Cultural Factors
Social Factors
Personal Factors
Psychological Factors

Bamisha

Cultural Factors
1.
2.
3.

Culture
Sub Culture
Social Class

Bamisha

Social Factors
1.
2.
3.

Reference Groups
Family
Roles and Status

Bamisha

Personal Factors
1.
2.
3.
4.

Age and stage in the Life Cycle

Occupation and Economic
Circumstance
Lifestyle
Personality and Self Concept

Bamisha

Psychological Factors
1.
2.
3.
4.

Motivation
Perception
Learning
Beliefs and Attitudes

Bamisha

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

Bamisha

The Individual Consumer

Feedback

Stimuli

Information
Processing

The Consumer

Decision
Making

Response

Consumer Thought
Perceptions
Attitudes
Benefits
Consumer Characteristic
Demographics
Personality
Life Cycle

Bamisha

The Individual Consumer

1.

Consumer Thought Variables

a.
b.
c.

2.

Perceptions
Attitudes
Benefits

Consumer Characteristic
a.
b.
c.

Demographics
Personality
Lifestyle

Bamisha

10

Environmental Influences
Stimuli

The Consumer

Response

Culture

Face to Face
Groups

Situational
Determinant

Cultural Values
Subcultural Influences
Cross Cultural Influences

Reference Groups
Family

Bamisha

11

Environmental Influences
1.

Culture
a.
b.
c.

2.

Face to Face Groups

a.
b.

3.

Cultural Values
Sub Cultural
Cross Cultural

References Groups
Family

Situational Determinants
Bamisha

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Major Factors Influencing Buyer

Behavior by Schiffman & Kanuk

1.
2.

The Consumer as an Individual

Consumer in their Social and Cultural
Settings

Bamisha

13

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
Bamisha

14

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
Bamisha

15

Major Factors Influencing Buyer

Behavior Howard & Seth

1.
2.

Exogenous Variables
Hypothetical Construct

Bamisha

16

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

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

Bamisha

17

Hypothetical Construct
1.
2.
3.

Perceptions
Learning
Attitudes

Bamisha

18

Major Factors Influencing Buyer

Behavior by Engel, Kollat & Blackwell

1.
2.
3.

Lingkungan
Perbedaan individu
Proses Psikologis

Bamisha

19

Lingkungan
1.
2.
3.
4.
5.

Budaya
Kelas Sosial
Pengaruh Pribadi
Keluarga
Situasi

Bamisha

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

Sumber Daya Konsumen

Motivasi dan Keterlibatan
Pengetahuan
Sikap
Kepribadian, Gaya Hidup dan
Demografi

Bamisha

21

Proses Psikologis
1.
2.
3.

Pengolahan Informasi
Pembelajaran
Perubahan Sikap/ Perilaku

Bamisha

22

Major Factors Influencing Buyer

Behavior by Kerby

1.
2.

Person Factors
Social Factors

Bamisha

23

Person Factors
1.
2.
3.
4.
5.
6.
7.

Persepsi
Sikap
Belajar
Kepribadian
Perhatian
Daya Ingat
Keterbatasan Ekonomi
Bamisha

24

Social Factors
1.
2.
3.
4.

Persaingan
Tingkat Sosial
Kelompok Anutan
Liingkungan Budaya

Bamisha

25

Major Factors Influencing Buyer

Behavior by Fransesco Nicosia
1.

Stimulus akan menghasilkan

a.
b.
c.

2.

Perception
Learning
Output

Exogenous Variables
a.
b.
c.

Kepribadian
Posisi Ekonomis
keluarga

Bamisha

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