DETAILED MODEL OF FACTORS INFLUENCING BEHAVIOR Cultural Culture

DETAILED MODEL OF FACTORS INFLUENCING BEHAVIOR Cultural Culture Acquired while growing up values perceptions preferences behaviors Subculture More specific identification suku agama ras geografi Socio class Stratifikasi sosial tingkatan sosial hirarki “priyayi” Social Reference groups Klp. Awam yang punya pengaruh luas/ tidak langsung thd penduduk Family Primary reference group - family of orientation (parents) - family of procreation Roles and statuses Daughter Wife Executive Club member Personel Psychological Age and lifecycle stage Occupation Motivation Perception Economic Circumstances Learning Lifestyle Beliefs and attitudes Personality and Self-concept BUYER

Kuliah 13 Consumer Behavior

Problem Recognition Information Search Evaluation & Selection Store Choice & Purchase Post Purchase Decision

Model of Consumer Behavior EXTERNAL INFLUENCES Hawkins, Best, Coney Experiences and Acquisitions Culture Subculture Demographics Social Status Reference Groups Family Marketing Activities DECISION PROCESS Situations Problem Recognition Self-Concept and Lifestyle INTERNAL INFLUENCES Perception Learning Memory Motives Personality Emotions Attitudes Needs Desires Information Search Alternative Evaluation and Selection Outlet Election and Purchase Postpurchase Processes Experiences and Acquisitions

Alternative Evaluation & Selection Evaluation Criteria Importance of Criteria Alternatives Considered Evaluation of Alternatives on each criteria Alternatives Selection

AN OVERVIEW OF THE FAMILY LIFE CYCLE AND BUYING BEHAVIOR STAGE IN FAMILY LIFE CYCLE BUYING OF BEHAVIORAL PATTERN 1. Bachelor stage: young, single, people not living at home Few financial burdens. Fashion opinion leader. Recreation oriented. Buy: basic kitchen equipment, basic furniture, cars, equipment for the mating game, vacations. 2. Newly Married couples: young, no children Better off financially than the will be in near future. Highest purchase rate and highest ever-age purchase of durables. Buy: cars, refrigerators, stoves, sensible and durable furniture, vacations. 3. Full nest I: youngest child under six Home purchasing at peak. Liquid assets low. Dissatisfied with financial position and amount of money saved. Interested in new products. Like advertised products. Buy: washers, dryers, TV, baby food, chest rubs and cough medicines, vitamins, dolls, wagons, sled, skates. 4. Full nest II: youngest child six or over. Financial position better. Some wives work. Less influenced by advertising. Buy larger-size packages, multiple-unit deals. Buy: many foods, cleaning materials, bicycle, music lessons, pianos. 5. Full nest III: older married couples with dependent children Financial position still better. More wives work. Some children get jobs. Hard to influence with advertising. High average purchase of durables. Buy: new, more tasteful furniture, auto travel, unnecessary appliances, boats, dental services magazines. 6. Empty nest I: older married couples, no children living with them, head in labor force. Home ownership at peak. Most satisfied with financial position and money saved. Interested in travel, recreation, self-education. Make gifts and contributions. Not interested in new product. Buy: vacations, luxuries, home improvements. 7. Empty nest II: older married. No Drastic cut in income. Keep home. Buy: medical appliances, medicalchildren living at home, head retired. care products that aid health, sleep, and digestion. 8. Solitary survivor, in labor force Income still good but likely to sell home 9. Solitary survivor, retired Same medical and product needs as other retired group; drastic cut in income. Special need for attention, affection, and security.

Tahapan Siklus Hidup Modern 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) Bachelor I (masih muda, belum menikah) Young Couple (pasangan muda) Full Nest I (pasangan muda, anak balita) Full Nest II (pasangan dengan anak remaja) Single Parent I (tidak menikah, punya anak) Single Parent II (menikah, tanpa pasangan, punya anak) Bachelor II (lajang, tidak menikah) Childless Couple (menikah, tanpa anak) Delayed Full Nest (menikah, dengan anak yang ditunda) Full Nest III (pasangan dengan anak dewasa msh tinggl sermh) Single Parent III (janda/duda dengan anak) Bachelor III (sendiri, tanpa anak) Older Couple (Empty Nest) pasangan, anak sdh tdk sermh.