Factors that Influence Consumer Behavior

6

B. Factors that Influence Consumer Behavior

1. Internal Factor Consumer behavior significantly influence by culture, social, characteristic, and psychological factors. In order to know the detail from these factors, we can see the figure below: Table 2.2 Internal factors that influence consumer behavior Culture Social Characteristic Culture Reference group Age and life cycle stage Psychologica l Sub- culture Family Job Economic condition Life Style Motivation Perception Knowledge Consumers Role Status Personality Self-concept Belief Social Class 7 Source: Kotler 1997:153 a Culture factors According to Kotler 1997:153, Cultures is a symbol and complex fact that created by human, descended generation to generation as a determiner and human’s behavior regulator in their existing communityenvironment. Culture factors have the widest and deepest influence towards consumer behavior, because culture is the desire determination factor and the most basis thing from person behavior. Cultural factors consist of: 1 Culture Culture is the most fundamental determinant of desires and behavior; culture refers to the values, ideas, symbols that have meaning to communicate, development and evaluation as members of the public. 2 Sub-Culture Each subculture consists of small subcultures that provide more specific identification and socialization of its members. Subculture includes: nationality, religion, racial groups, and geographic regions. 3 Social class Translated by Teguh according Kotler and Ronny A. Rusli 1997: 155: The social class is the part that are relatively homogeneous and fixed in a society that is organized in a hierarchical structure and its members have interests and behavior of values - similar behavior. Social class is sometimes in the form of a caste system where members of various castes brought to certain roles and not be able to change 8 their membership to a caste. Social class is measured as a combination of jobs, income, education, wealth, and other variables. b Social factors Teguh according Kotler and Roni A. Rusli 1997: 157 translated: consumer behavior is also influenced by social factors, such as: 1 Reference group Consisting of a reference group all groups that have a direct or indirect effect resulting from the interaction of formal and informal establishment or a persons behavior. 2 Family The orientation of the family indicates the involvement of spouses and other family members in decision-making process. 3 The Role and Status A person participates in the various groups in his life: family, club or organization. The position of people in each group can be defined in terms of roles and status. c Personal Factors According to Kotler and Armstrong translated by Bakowatun 1992:161 states that Personality as a psychological characteristic that is different from someone causes relatively consistent and enduring responses to the environment. Behavior of people into buying something is also influenced by personality factors of the consumer concerned. As those factors are: 9 1 The age and stage of the lifecycle Is the level of the stages of life that passes the family when grow at all times. 2 Job The work that chose by someone will affect their patterns of consumption, so the company can perform specialization in offering their products. 3 Consumer economic conditions In making the purchase, consumer can’t be separated from their own economic conditions, where economic conditions are sufficient to demonstrate a certain ability consumer goods and services. 4 Life Style Lifestyle reflects something more social class-oriented and lifestyle also represents the people who generally interact with their environment. 5 Personality and Self Concept Personality is unique psychological characteristics that cause a response from someone who is relatively consistent and stay on their own environment. Personality is usually described with congenital traits such as confidence, diversity of respect, social conditions, power, adaptability and emotional stability. d Psychological factors According to Kotler translated by Teguh and Roni A. Rusli 1997:161 is: The choice of purchase of a person affected by the five major psychological factors, such as: Motivations, perceptions, knowledge, beliefs and attitudes 10 From those five factors stated above, it can be explained as follow: 1 Motivation A need will be a motif when it has reached enough level of intensity. The motive or impulse is the need for sufficient lead one to act. 2 Perception According to Kotler that translated by Wasana 1991: 248, perception is defined as an individual process to select, organize and interpret information inputs to create a meaningful picture of the world”. Perception bridges someone to prove the reality of human impulse received by the five senses. Responses on the perception of each person are different due to the impulsion of admission selection process. 3 Knowledge According to Kotler et.al translated by Tjiptono 1999:242 argues that: Knowledge describes the change in the behavior of certain individuals which is come from experience. The theory of knowledge taught traders that in order to create demand for products and correlates with strong drive, it is important to use the instructions that motivates and provide positive empowerment. 4 Beliefs and attitudes According to Kotler and Armstrong are translated by Bakowatun 1995:246 Belief is a descriptive thought about something that a person has, while attitudes are evaluations, feelings and someone who is relatively consistent towards an object or idea. Through doing and learning, will form a belief. This belief will affect a persons behavior. Trust also will shape the image of the product or brand. If there is a false belief and held on the purchase, the marketer should be campaigning to correct the 11 wrong beliefs and lest creates a bad impression of the brand and the product itself. Ones attitude in the face of a product can be divided into two: a positive attitude and negative attitude. A positive attitude means happy with the product, whereas a negative attitude doesn’t like the product concerned. 2. External Factors a Price According to Kotler and Armstrong that translated by Nurmawan 1997: 339 Price is the amount of value to consumers in exchange for the benefits of owning or using a product or service. One of the factors that affect consumer-buying interest is the price. The price is the determining factor in market demand for products or services because it can affect its market share. For manufacturers, the price should be able to provide results by creating revenue and net income. According to Tjiptono 1997: 152: Price has two main functions in the decision-making of the buyers of the assignment of function and role information. 1 The role of the allocation of the price, which is the function of prices to help the buyer to decide how to get the greatest benefit, is expected on the basis of their purchasing power. Thus, prices can help buyers to decide how to allocate the purchasing power in various types of goods and services. Buyer compares the prices of the available alternatives variety, and then decides the allocation of funds as their desire. 12 2 The role of pricing information, which is a function of price in educating consumers about the factors such as quality products. This is particularly useful where customers are facing difficulties to assess a product or its benefits in an objective manner. Perception that often occurs is: “High price reflects high quality”. b Product According to Kotler and Armstrong which is translated by Bakowatun 1992:347 Product is something that can be offered to the market to get attention, which will be purchased, used or consumed in order to satisfy the desire or need. According to Kotler and Armstrong, translatied by Bakowatun 1992: 350: the product can be divided into three groups according to their form, namely: i. Perishable goods Perishable goods are usually consumed in one or more times only. Example: food and beverage. ii. Durable goods Durable goods are used for long periods of time and usually persist until several times of use, e.g. consumer goods: clothes, household items. iii. Services of goods or services Service goods or services are activities, benefits or satisfaction offered for sale. Examples: the medical examination and barbershop. 13

C. Types of Consumer Behaviors