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Philip Kopler's Black Box Case Study

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THEORY AND MODEL Philip Kotler (1995) has developed model of consumer decision making process which is widely used to understanding customers purchasing decision. Kotler (1995) stated that a purchasing decision is determined by the customer’s personal characteristic and evaluation process, along with the external stimulation environment. The detail of theories will be state in the sequel: By theory of Kotler (1995), external stimulation can be divided in two groups. 1. Marketing stimulation which is linked to marketing mix (Price, Place, Product, and Promotion). In previous research, it is confirmed that marketing mix have significant impact to purchasing decision (Andotra & Pooja, 2007). 2. Other stimulation for example, economics, technology, law and political, cultural etc. al so influencing decision making Whereas personal factors, generally known as the Buyer’s Black Box (Kotler,1995). The Black Box contains the following two factors, also show in figure 1. 1. Buyer’s characteristics include, cultural, social and personal dimension. 2. Buying decision process Figure 1: Specifically, Figure1: illustrate the mediating role of the personal factor in influencing the levels of relationships between external stimuli and the buyer responses …show more content…

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