Download Hawkins, Best, Coney Model of Consumer Behavior

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 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
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
children living at home, head
retired.
Drastic cut in income. Keep home. Buy: medical appliances, medicalcare 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
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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.