Transcript Consumer Behavior

Session 1
An Introduction to Consumer
Behavior
Copyright © 2002 Prentice-Hall, Inc.
Consumer Behavior
1.
Introduction to Consumer Behavior
2.
Consumer Decision Process
3.
Consumer Motivation
4.
Demographics, Psychographics and Personality
5.
Consumer Knowledge
6.
Consumer Intentions, Attitudes, Beliefs and Feelings
7.
Culture, Ethnicity and Social Class
8.
Family and Household Influences
9.
Group and Personal Influence
10. Consumer Decision Making
11. Consumer Satisfaction
12. Consumer Loyalty
Copyright © 2002 Prentice-Hall, Inc.
1.
Paper
2.
Individual presentation
3.
UTS
4.
UAS
Market



Originally
the place where buyers and sellers gathered to
exchange their goods.
Economists
a collection of buyers and sellers who transact
over a particular product or product class
Marketers
Kumpulan pembeli potensial dan aktual terhadap
suatu produk.
Kotler
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Marketing
Starting
point
Focus
Means
Ends
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
(a) The selling concept
Market
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction
(b) The marketing concept
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Marketing
Marketing is a societal process by which
individuals and groups obtain what they
need and want through creating, offering,
and freely exchanging products and services
of value with others.
Philip Kotler
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Consumer and Customer
Consumer
: Household market
Customer
: - Business market
- Household market
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Consumer Behavior
Activities people undertake
when obtaining, consuming,
and disposing of products and
services
Blackwell
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Consumer
Influences
Obtaining
Organizational
Influences
Consuming
Consumer Behavior
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Disposing
Obtaining
How you
decide yu want
to buy
Products you
consider
buying
Consuming
How you use
product
How you store the
product in your
home
Where you buy
Who uses the
product
How you pay
for product
How much you
consume
How you
transport
product home
How product
compares with
expectations
Disposing
How you get rid
of remaining
product
How much you
throw away after
use
If you resell items
yourself or
through a
consignment
store
How you recycle
products
Blackwell, Miniard, and Engel, Consumer
NinthInc.Edition, Copyright© 2001 by Harcourt, Inc.
CopyrightBehavior,
© 2002 Prentice-Hall,
All rights reserved.
Consumer
Influences
Culture
Ethnicity
Personality
Values
Life-stage
Family
Income
Feelings
Attitudes
Opinions
Available Resources
Motivations
Past Experiences
Peer Groups
Knowledge
Organizational
Influences
Brand
Product Features
Advertising
Word of Mouth
Promotions
Retail Displays
Price
Quality
Service
Store Ambiance
Convenience
Loyalty Programs
Packaging
Product Availability
Blackwell, Miniard, and Engel, Consumer
NinthInc.Edition, Copyright© 2001 by Harcourt, Inc.
CopyrightBehavior,
© 2002 Prentice-Hall,
All rights reserved.
CONSUMER INFLUENCES
Culture
Ethnicity
Personality
Family
Life-stage
Values
Income
Available
Resources
Attitudes
Opinions
Motivations Past Experiences
Feelings
Peer Groups
Knowledge
OBTAINING
How you decide you
want to buy
Products you consider
buying
Where you buy
How you pay for
product
How you transport
product home
ORGANIZATIONAL INFLUENCES
Brand
Product Features
Advertising
Word of Mouth
Promotions
Retail Displays
Price
Quality
Service
Store Ambiance
Convenience Loyalty Programs
Packaging Product Availability
CONSUMING
How you use product
How you store the
product in your home
Who uses the product
How much you
consume
How product compares
with expectations
DISPOSING
How you get rid of
remaining product
How much you throw
away after use
If you resell items
yourself or through a
consignment store
How you recycle
products
Consumer Behavior
Blackwell, Miniard, and Engel, Consumer
NinthInc.Edition, Copyright© 2001 by Harcourt, Inc.
CopyrightBehavior,
© 2002 Prentice-Hall,
All rights reserved.
The Scope of Consumer Behavior

How do individuals make decisions to spend their
resources (time, money, effort).
Includes:
what they buy,
 why they buy it,
 when they buy it,
 where they buy it,
 how often they buy it, and
 how often they use it.

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The Scope of Consumer Behavior

How do individuals dispose of their oncenew purchases.
Includes:
 do they store it,
 throw it or give it away,
 sell it,
 rent it, or
 lend it out?
Copyright © 2002 Prentice-Hall, Inc.
How Customers Use or
Dispose of Products
Get rid of it
temporarily
Rent it
Loan it
Give it
away
Trade it
Product
Get rid of it
permanently
Keep it
Use for
original
purpose
Convert
to new
purpose
Store it
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Sell it
Throw it
away
Why Study Consumer Behavior?
Consumer Behavior Helps Analyze
Consumers’ Increasing Influence
Consumer Behavior Educates and
Protects Consumers
Consumer Behavior Affects Public
Policy
Consumer Behavior Affects
Personal Policy
Blackwell, Miniard, and Engel, Consumer
NinthInc.Edition, Copyright© 2001 by Harcourt, Inc.
CopyrightBehavior,
© 2002 Prentice-Hall,
All rights reserved.
Consumer Behavior’s
Interdisciplinary Roots
A story about the blind men and the elephant


Consumer Behavior borrows from
psychology, sociology, social psychology,
anthropology.
All factors combine to form a comprehensive
model that reflects both the cognitive and
emotional aspects of consumer decision
making.
Copyright © 2002 Prentice-Hall, Inc.
The Underlying Principles of
Consumer Behavior
The Consumer is Sovereign
The Consumer is Global
Consumers are Different;
Consumers are Alike
The Consumer has Rights
Everyone Needs to Understand
Consumers
Blackwell, Miniard, and Engel, Consumer
NinthInc.Edition, Copyright© 2001 by Harcourt, Inc.
CopyrightBehavior,
© 2002 Prentice-Hall,
All rights reserved.
Hak-hak Konsumen
UU Perlindungan Konsumen No. 8 Tahun 1999 Pasal 4
1. hak keamanan dan keselamatan
2. hak memilih
3. hak mendapatkan informasi yang jelas
4. hak untuk didengar pendapatnya dan
keluhannya
5. hak mendapatkan perlindungan
6. hak mendapatkan pendidikan konsumen
7. hak untuk dilayani
8. hak mendapat kompensasi
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Kewajiban konsumen
UU Perlindungan Konsumen No. 8 Tahun 1999 Pasal 5
1. Membaca informasi pemanfaatan
barang/jasa
2. beritikad baik dalam transaksi
3. Membayar sesuai kesepakatan
4. Mengikuti upaya penyelesaian hukum
Copyright © 2002 Prentice-Hall, Inc.
Consumer Decision Model
MARKETING
STRATEGY
INDIVIDUAL
DIFFERENCES
1.
2.
3.
4.
5.
6.
Needs and Motivation
Personality
Information
Processing &
Perception
Learning Process
Knowledge
Attitude
DECISION
PROCESS
Problem Identification
Information Search
Alternative Evaluation
Purchasing &
Satisfaction
IMPLICATION
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ENVIRONMENTAL
FACTORS
1. Culture
2. Social-Economy
3. Family &
Household
4.
Reference Group
5. Situation
Consumers’ Impact on Marketing
Strategy
Basic marketing concept states that firms exist
to satisfy consumer’s needs. Needs can be
best satisfied when marketers understand
consumers
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Challenges for the Future
Gathering and interpreting
information that organizations need
to meet changing needs of
consumers
Developing effective consumer
research methods to capture
changes in trends and lifestyles
Understanding consumer behavior
from a broader perspective as an
important part of life
Blackwell, Miniard, and Engel, Consumer
NinthInc.Edition, Copyright© 2001 by Harcourt, Inc.
CopyrightBehavior,
© 2002 Prentice-Hall,
All rights reserved.