Directory UMM :Slide_Kuliah:PPT:MP_Kotler_10:
Objectives
Influences
on Buying Behavior
Buyer Decision Making
©2000 Prentice Hall
©2000 Prentice Hall
©2000 Prentice Hall
Simple Response Model
Stimulus
Stimulus
©2000 Prentice Hall
Organism
Organism
Response
Response
Model of Buying Behavior
Marketing Other
stimuli
stimuli
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Buyer’s
Buyer’s decision
characteristics process
Cultural
Social
Personal
Psychological
Problem recognition
Information search
Evaluation
Decision
Postpurchase
behavior
Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
©2000 Prentice Hall
Cultural Factors
Culture
Subculture
Social Class
Buyer
Buyer
©2000 Prentice Hall
Social Factors
Reference
Reference
Groups
Groups
Family
Family
©2000 Prentice Hall
Roles
Roles &
&
Statuses
Statuses
Influences on Consumer
Behavior
Personal
Personal Influences
Influences
Age
Age and
and Family
Family Life
Life
Cycle
Cycle Stage
Stage
Occupation
Occupation &&
Economic
Economic Circumstances
Circumstances
©2000 Prentice Hall
Lifestyle
Lifestyle
Personality
Personality &&
Self-Concept
Self-Concept
Psychological Factors
Motivation
Motivation
Beliefs &
&
Beliefs
Perception
Learning
Perception
Learning
Attitudes
Attitudes
©2000 Prentice Hall
Maslow’s Hierarchy
of
Needs
5
SelfSelfactualization
actualization
(self-development
(self-development
andrealization)
realization)
and
Esteem needs
needs
4 Esteem
(self-esteem,recognition)
recognition)
(self-esteem,
Social needs
needs
Social
3 (sense
(senseof
of belonging,
belonging,love)
love)
2
1
©2000 Prentice Hall
Safetyneeds
needs
Safety
(security, protection)
protection)
(security,
Psychologicalneeds
needs
Psychological
(food,water,
water,shelter)
shelter)
(food,
Four Types of Buying
Behavior
High
Involvement
Low
Involvement
Significant
differences
between
brands
Complex
Buying
Behavior
VarietySeeking
Behavior
Few
differences
between
brands
DissonanceReducing Buying
Behavior
Habitual
Buying
Behavior
©2000 Prentice Hall
Problem
recognition
Consumer Buying
Process
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior
©2000 Prentice Hall
Decision Making Sets
Total
Set
©2000 Prentice Hall
Awareness
Set
Consideration
Set
Choice
Set
Decision
Steps Between Evaluation of
Alternatives and a Purchase Decision
Evaluation
of
alternatives
Attitude
of others
Purchase
intention
Purchase
decision
Unanticipated
situational
factors
©2000 Prentice Hall
How Customers Use or
Dispose of Products
Get rid of it
temporarily
Rent it
Loan it
Give it
away
Trade it
Product
Get rid of it
permanently
Keep it
Use for
original
purpose
Convert
to new
purpose
Store it
©2000 Prentice Hall
Sell it
Throw it
away
To be
(re)sold
To be
used
Direct to
consumer
Through
middleman
To
intermediary
Review
Influences
on Buying Behavior
Buyer Decision Making
©2000 Prentice Hall
Influences
on Buying Behavior
Buyer Decision Making
©2000 Prentice Hall
©2000 Prentice Hall
©2000 Prentice Hall
Simple Response Model
Stimulus
Stimulus
©2000 Prentice Hall
Organism
Organism
Response
Response
Model of Buying Behavior
Marketing Other
stimuli
stimuli
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Buyer’s
Buyer’s decision
characteristics process
Cultural
Social
Personal
Psychological
Problem recognition
Information search
Evaluation
Decision
Postpurchase
behavior
Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
©2000 Prentice Hall
Cultural Factors
Culture
Subculture
Social Class
Buyer
Buyer
©2000 Prentice Hall
Social Factors
Reference
Reference
Groups
Groups
Family
Family
©2000 Prentice Hall
Roles
Roles &
&
Statuses
Statuses
Influences on Consumer
Behavior
Personal
Personal Influences
Influences
Age
Age and
and Family
Family Life
Life
Cycle
Cycle Stage
Stage
Occupation
Occupation &&
Economic
Economic Circumstances
Circumstances
©2000 Prentice Hall
Lifestyle
Lifestyle
Personality
Personality &&
Self-Concept
Self-Concept
Psychological Factors
Motivation
Motivation
Beliefs &
&
Beliefs
Perception
Learning
Perception
Learning
Attitudes
Attitudes
©2000 Prentice Hall
Maslow’s Hierarchy
of
Needs
5
SelfSelfactualization
actualization
(self-development
(self-development
andrealization)
realization)
and
Esteem needs
needs
4 Esteem
(self-esteem,recognition)
recognition)
(self-esteem,
Social needs
needs
Social
3 (sense
(senseof
of belonging,
belonging,love)
love)
2
1
©2000 Prentice Hall
Safetyneeds
needs
Safety
(security, protection)
protection)
(security,
Psychologicalneeds
needs
Psychological
(food,water,
water,shelter)
shelter)
(food,
Four Types of Buying
Behavior
High
Involvement
Low
Involvement
Significant
differences
between
brands
Complex
Buying
Behavior
VarietySeeking
Behavior
Few
differences
between
brands
DissonanceReducing Buying
Behavior
Habitual
Buying
Behavior
©2000 Prentice Hall
Problem
recognition
Consumer Buying
Process
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior
©2000 Prentice Hall
Decision Making Sets
Total
Set
©2000 Prentice Hall
Awareness
Set
Consideration
Set
Choice
Set
Decision
Steps Between Evaluation of
Alternatives and a Purchase Decision
Evaluation
of
alternatives
Attitude
of others
Purchase
intention
Purchase
decision
Unanticipated
situational
factors
©2000 Prentice Hall
How Customers Use or
Dispose of Products
Get rid of it
temporarily
Rent it
Loan it
Give it
away
Trade it
Product
Get rid of it
permanently
Keep it
Use for
original
purpose
Convert
to new
purpose
Store it
©2000 Prentice Hall
Sell it
Throw it
away
To be
(re)sold
To be
used
Direct to
consumer
Through
middleman
To
intermediary
Review
Influences
on Buying Behavior
Buyer Decision Making
©2000 Prentice Hall