27 4 Lifestyle is a pattern of a persons life that is embodied in the
psychographic, including Lifestyle activities work, hobbies, shopping, sports, social activities, interest food, fashion, family,
recreation, opinions social issues, business, product. 5 Personality, personality refers to psychological characteristics unique
that caused the response is relatively consistent and last a long time.
4. Psychological
1 Motivation, psychological needs that arise from the need for recognition, appreciation, or sense of belonging. Most of this demand
is not strong enough to motivate a person to act at a time. 2 Perception, is a process where people in selecting, organizing, and
interpret information in order to form an overview of the meaning of the world.
3 Knowledge, the importance of the practice and theory of knowledge for marketers is they can shape demand for a product by connecting it
with a powerful thrust, using instructions that evokes the motivation. 4 Confidence and attitude, confidence is a descriptive thought that has a
person about something. Marketers are interested in someone that people formulate regarding specific products and services, since these
beliefs drew up the image of the brand and products that affect the behavior of buyers.
The purchase decision making process consists of five stages are as follows Kotler, 2005: 204
28
Figure 2.3 The decision making process a.
Introduction to The Need Need Recognition
The purchase process is initiated when a buyer recognize problems or needs.
b. Information of Retrieval Information Research
Consumers who aroused his needs will be compelled to seek more information. Consumer information sources are classified into
four groups: 1 Personal Sources: family, friends, neighbors, acquaintances.
2 Commercial Sources:
advertising, salespeople,
resellers, packaging, display in store.
3 Public sources: the mass media, organization of consumer rankings deciding.
4 Sources of experience: handling, assessments, and the use of the product.
c. Alternative Evaluation Evaluation Of Alternatives
Some basic concepts in understanding consumer evaluation process: first, consumers trying to make ends meet. Second, the
benefits of consumers looking for a particular product or service solution. Third, consumers looked at each product as a set of attributes
Problem introducti
on Information
searching Alternative
evaluation Purchasing
decision Behavior after
purchasing
