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

Wina Christina(1*), Indarini .(2),

(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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DOI: https://doi.org/10.24123/jmb.v10i1.172

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This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

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