Selasa, 12 Januari 2010

PERAN DAN PENGARUH RELATIF SUAMI-ISTERI DALAM PENGAMBILAN KEPUTUSAN KELUARGA UNTUK PEMBELIAN BARANG KONSUMEN (Studi perilaku Konsumen pada Keluarga di Kota Banjarmasin)

Fadma Yulianti, S.E, M.Si (STIE INDONESIA BANJARMASIN)

ABSTRACT

This study is aimed at investigating the role and relative influence of husband and wife in deciding whether or not to buy consumer’s goods. It is also aimed at determining whether the different empowerment status of the wife influences the role and authority of the husband and wife in deciding to buy the consumer’s goods. The data were collected by questionnaires distributed to 112 randomly selected family heads. The Chi-square test of non-parametric anlysis with ά = 0,05 was udes in hypothesis testing.

Study result was that significant difference was evident of the role and relative influence of husband and wife in deciding whether to purchase convenience goods, shopping goods, and specialty goods. In purchasing convenience goods wife dominant involvement was shown. Syncratic involvement was shown in the purchase of specialty goods. The difference in intencity of the involvement of buyer in the decision making was low for convenience goods, middle for shopping goods, and high for specialty goods.

Based on the study results, it is suggested that the marketers adopt strategies more focused on the dominant party in the decision making. For comvenience goods, is was preferable for the marketers using the undifferentiated marketing and intensive distribution strategies toward the wife as the main target. For shopping goods, the marketers should conduct the post-hoc segmentation based on the wife’s working status. Besides that, the differentiated marketing strategies should be applied and supported with a selective distribution system with the husband as the main target. For specialty goods, the post-hoc segmentation must be conducted based on the wife’s working status. Furthermore, the differentiated marketing strategy exclusively directed to all family members should be applied with more focus on the husband, and should be supported with an exclusive distribution system to fulfil the consumer’s need for relevant information in decision making.

Key words: role, influence, and convenience goods

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