KATEGORI PENGAMBILAN KEPUTUSAN KELUARGA MELALUIEKSPLORASI PENGAMBILAN KEPUTUSAN KELUARGA BERDASARKAN JENJANG KELAS SOSIAL
(1) Universitas Ciputra Surabaya
(2) Universitas Surabaya
(*) Corresponding Author
Abstract
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.
Keywords
keluarga, pengambilan keputusan, kelas sosial
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PDFDOI: https://doi.org/10.24123/jmb.v10i1.172
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Copyright (c) 2016 Journal of Management and Business
This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.
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