6

Analyzing
Consumer Markets
Model of Consumer Behavior

Kottler & keller,

2012
 Consumer Decision Making1
Psychological Process

Motivation  Faktor-faktor yang memaksa konsumen

melakukan suatu tindakan tertentu

Perception  Proses dimana konsumen menerima, memilih,

mengatur, dan interpretasi informasi

Learning  Proses pembelajaran setelah konsumen memilih dan

menggunakan produk/jasa yang berkaitan dengan masa depan

Memory  Ingatan konsumen terhadap suatu produk/jasa;

terdapat perbedaan proses tangible & intangible experience
Model of Consumer Behavior

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Subcultures

Geographic
Geographic regions
regions

Religions
Religions

Racial
Racial groups
groups

Nationalities
Nationalities

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David’ s Bridal Targets the Latino Sub-Culture
with its Collection of Quinceañera Dresses

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Social Factors

Reference
Family
groups

Social
Statuses
roles

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Social Classes Examples in Bank

Upper uppers (Direktur)

Lower uppers (Asisten Direktur)
Upper middles (Manajer)
Middle class (Asisten Manajer)
Working class (Back Office)
Upper lowers (Front Office)
Lower lowers

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Personal Factors

Age
Life cycle
Values stage

Lifestyle Occupation

Self- Wealth
concept
Personality

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The Family Life Cycle

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 Personality & Self Concept in
Technology
Adoption
rate %

Time

Indira R.S, ST, MSM 11

VALS Value Lifestyle
Innovators
High Resources
High Innovation

Ideals Achievement Self-Expression

Thinkers Achievers Experiencers

Believers Strivers Makers

Low Resources
Low Innovation
Survivors

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Maslow’ s Hierarchy of Needs

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 Consumer Decision Making2
Decision-Process
Problem recognition  Konsumen memiliki masalah (needs/wants) sehingga
termotivasi untuk memuaskannya

Information search  Mencari informasi yang dibutuhkan untuk membuat

keputusan

Evaluation of alternative  Memilih satu merek produk/jasa atau alternatif

lain

Purchase decision  Pembelian aktual dari suatu produk/jasa

Postpurchase evaluation  Pembelian berulang berdasarkan perbandingan

persepsi dan ekspektasi
Figure 6.5 Successive Sets Involved in
Consumer Decision Making

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