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Consumer Behavior W. Rofianto

Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

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Page 1: Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

Consumer Behavior

W. Rofianto

Page 2: Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

Buyer’s Behavior

Page 3: Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

Factors Influencing Consumer Behavior

Page 4: Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

Indonesia’s Social Economic Class Pyramid

http://www.markplusinsight.com/article/detail/30/rising-middle-class-incomes-spur-multi-industry-growth-in-indonesia

Page 5: Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

Personality

The unique psychological characteristics that distinguish a person

or group.

Page 6: Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

Motivation

A need that is sufficiently pressing to direct the person to seek

satisfaction of the need.

Maslow’s Hierarchy of Needs

Page 7: Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

Types of Buying Decision Behavior

Consumers may be highly involved when the product is expensive,

risky, purchased infrequently, and highly self-expressive

Consumers appear to have low involvement with most low-cost,

frequently purchased products.

Page 8: Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

The Buyer Decision Process

Consumers feel uneasy about acquiring the drawbacks of the chosen

brand and about losing the benefits of the brands not purchased.

Page 9: Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

Stages in the Adoption Process

Page 10: Consumer Behavior · Consumer Behavior W. Rofianto. Buyer’s Behavior. Factors Influencing Consumer Behavior. Indonesia’s Social Economic Class Pyramid ... Personality and self-concept

New Product Adoption