KATEGORI PENGAMBILAN KEPUTUSAN KELUARGA MELALUIEKSPLORASI PENGAMBILAN KEPUTUSAN KELUARGA BERDASARKAN JENJANG KELAS SOSIAL

Seeing great opportunity of marketing products and services to family, this study explore consumer decision making that covers five social range from upper to the lowest social class. The findings of the research have proven the movement of decision making dominance in the family and depict behaviors of decision maker in each social class regarding specific product characteristics.

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PERILAKU KONSUMEN DALAM KATEGORI KELAS SOSIAL: PENGAMBILAN KEPUTUSAN KELUARGA

Journal of Management and Business ◽

10.24123/jmb.v6i2.111 ◽

2009 ◽

Vol 6 (2) ◽

Author(s):

Ngesthi Nirmala Dewi ◽

Indarini . ◽

Dudi Anandya

Keyword(s):

Decision Making ◽

Consumer Behavior ◽

Social Class ◽

Collective Decision ◽

Social Classes ◽

Collective Decision Making ◽

Consumer Decision Making ◽

Consumer Decision ◽

Specific Product ◽

The Family

Social class has been the interesting subject in consumer behavior studies, so does the collective decision making. This study explore the consumer decision making whether as individual or as family regarding some behavior. The study covers five social class range from upper to the lowest social classes. The result shows interesting findings that although all behaviors can be classified into the same categories, they show specific characters for some social classes. The findings also covers the decision making dominance in the family regarding specific product characteristics.

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Financial Constraints and Purchase Happiness

10.31234/osf.io/92zhy ◽

2020 ◽

Author(s):

Rodrigo S Dias ◽

Eesha Sharma ◽

gavan fitzsimons

Keyword(s):

Decision Making ◽

Life Satisfaction ◽

Social Class ◽

Financial Constraints ◽

Opportunity Costs ◽

Decision Making Process ◽

Consumer Decision Making ◽

Consumer Decision ◽

Consumer Reviews ◽

File Drawer

Financial constraints change attention, choice, and consumption in important ways. This work examines how financial constraints affect one important outcome at a later stage of the consumer decision-making process: purchase happiness. Eight high-powered studies (N = 7,481) demonstrate that financial constraints decrease the happiness consumers derive from their purchases. This, in turn, leads to a consequential outcome: less favorable consumer reviews. This effect occurs because consumers who feel more (vs. less) financially constrained are more likely to consider opportunity costs when evaluating their purchases. Furthermore, this effect is independent of consumers’ objective constraints (e.g. income) and social class, is not due to a general decrease in life satisfaction or mood, and is robust across several purchase types. Consistent with our proposed mechanism, the effect attenuates when opportunity costs are made salient and when consumers consider purchases for which opportunity costs are naturally less salient (i.e., planned purchases). Moreover, although financial constraints decrease actual purchase happiness, they increase expected purchase happiness, suggesting that financial constraints can have differential effects across decision-making stages. Finally, we meta-analyze our file drawer (17,750 participants; 33 studies) to examine how the effect differs across purchase types and discuss theoretical and practical contributions for consumers and marketers.

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Capturing heterogeneous decision making processes: the case with the E-book reader market

International Journal of Market Research ◽

10.1177/1470785320980628 ◽

2021 ◽

pp. 147078532098062

Author(s):

Dongnyok Shim

Keyword(s):

Decision Making ◽

Survey Data ◽

Market Share ◽

Theoretical Perspective ◽

Product Category ◽

Customer Segmentation ◽

Decision Making Process ◽

Consumer Decision Making ◽

Consumer Decision ◽

Specific Product

Consumer decision-making within a specific product category can take many forms. This study investigates the individual-specific transferal processes in new product adoption through cognitive, affective, and conative stages. We propose a general and flexible Bayesian multivariate regression model and fit the model to survey data on dedicated E-book reader adoption. The results show that—among six possible transition paths—all paths are feasible for the decision-making process, except for the conative → cognitive → affective path. In terms of market share, those who follow the hierarchy of effect process describing the cognitive → affective → conative process has the biggest market share and those following affective → conative → cognitive path has the smallest share. The contribution of this research is twofold. From a theoretical perspective, this study developed an estimable model for capturing heterogeneity in consumers’ decision-making process. Practically, the study empirically shows that a variety of decision-making paths exist, using survey data on the Korean E-book reader market. In the substantive domain, capturing the heterogeneity of consumer decision-making could provide marketers with insights to help profile consumers and with a basis for customer segmentation.

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