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., Indarini
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Economics, Econometrics & Finance Social Sciences

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PERILAKU KONSUMEN DALAM KATEGORI KELAS SOSIAL: PENGAMBILAN KEPUTUSAN KELUARGA Dewi, Ngesthi Nirmala; ., Indarini; Anandya, Dudi
Journal of Management and Business Vol 6, No 2 (2007): SEPTEMBER 2007
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (19533.113 KB) | DOI: 10.24123/jmb.v6i2.111

Abstract

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.
Co-Authors Dudi Anandya Ngesthi Nirmala Dewi, Ngesthi Nirmala