copyright © 2002 prentice-hall, inc. session 1 an introduction to consumer behavior

Copyright © 2002 Prentice-Hall, Inc.

Session 1 Session 1 An Introduction to Consumer An Introduction to Consumer

BehaviorBehavior


Consumer BehaviorConsumer 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

1. Paper

2. Individual presentation

3. UTS

4. UAS


MarketMarket OriginallyOriginally

the place where buyers and sellers gathered to the place where buyers and sellers gathered to exchange their goods.exchange their goods.

EconomistsEconomistsa collection of buyers and sellers who transact a collection of buyers and sellers who transact over a particular product or product classover a particular product or product class

MarketersMarketersKumpulan pembeli potensial dan aktual terhadap Kumpulan pembeli potensial dan aktual terhadap suatu produk.suatu produk.

KotlerKotler


MarketingMarketing

MarketIntegratedmarketing

Profits throughcustomer

satisfactionCustomer

needs

(b) The marketing concept

FactoryExistingproducts

Selling andpromotion

Profits throughsales volume

Startingpoint Focus Means Ends

(a) The selling concept


Marketing is a societal process Marketing is a societal process by which individuals and groups by which individuals and groups obtain what they need and want obtain what they need and want through creating, offering, and through creating, offering, and freely exchanging products and freely exchanging products and services of value with others. services of value with others.

Philip KotlerPhilip Kotler

MarketingMarketing


Consumer and Consumer and CustomerCustomer

ConsumerConsumer : Household : Household marketmarket

CustomerCustomer : - Business : - Business marketmarket

- Household market- Household market


Consumer Behavior

Activities people undertake when obtaining, consuming, and disposing of products and services

Blackwell


ObtainingObtaining ConsumingConsuming DisposingDisposing

ConsumerConsumerInfluencesInfluences

OrganizationalOrganizationalInfluencesInfluences

Consumer Behavior


ObtainingObtaining ConsumingConsuming DisposingDisposing

How you decide yu want to buy

Products you consider buying

Where you buy

How you pay for product

How you transport product home

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

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 Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights

reserved.


Consumer Consumer InfluencesInfluences

Organizational Organizational InfluencesInfluences

Culture EthnicityPersonality Values Life-stage Family Income Feelings Attitudes OpinionsAvailable ResourcesMotivations Past ExperiencesPeer GroupsKnowledge

Brand Product FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product Availability


reserved.


OBTAININGHow you decide you want to buyProducts you consider buyingWhere you buy How you pay for productHow you transport product home

CONSUMINGHow you use productHow you store the product in your homeWho uses the product How much you consumeHow product compares with expectations

DISPOSINGHow you get rid of remaining productHow much you throw away after useIf you resell items yourself or through a consignment storeHow you recycle products

CONSUMER INFLUENCESCulture EthnicityPersonality FamilyLife-stage ValuesIncome Available

ResourcesAttitudes OpinionsMotivations Past ExperiencesFeelings Peer GroupsKnowledge

ORGANIZATIONAL INFLUENCES

Brand Product FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product Availability

Consumer Behavior


reserved.


How do individuals make decisions to How do individuals make decisions to spend their resources (time, money, spend their resources (time, money, effort).effort).Includes: Includes: whatwhat they buy, they buy, whywhy they buy it, they buy it, whenwhen they buy it, they buy it, wherewhere they buy it, they buy it, how oftenhow often they buy it, and they buy it, and how oftenhow often they use it. they use it.

The Scope of Consumer Behavior


The Scope of Consumer The Scope of Consumer BehaviorBehavior

How do individuals dispose of How do individuals dispose of their once-new purchases.their once-new purchases.Includes: Includes: do they store it, do they store it, throw it or give it away, throw it or give it away, sell it, sell it, rent it, or rent it, or lend it out?lend it out?


How Customers Use orHow Customers Use orDispose of ProductsDispose of Products

Product

Get rid of ittemporarily

Get rid of itpermanently

Keep it

Loan it

Rent it

Store it

Convertto new

purpose

Use fororiginalpurpose

Give itaway

Trade it

Sell it

Throw itaway


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


reserved.


Consumer Behavior’sConsumer Behavior’sInterdisciplinary RootsInterdisciplinary Roots

Consumer Behavior borrows from Consumer Behavior borrows from psychology, sociology, social psychology, psychology, sociology, social psychology, anthropology.anthropology.

All factors combine to form a comprehensive All factors combine to form a comprehensive model that reflects both the cognitive and model that reflects both the cognitive and emotional aspects of consumer decision emotional aspects of consumer decision making.making.

A story about the blind men and the elephant


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


reserved.


Hak-hak KonsumenUU Perlindungan Konsumen No. 8 Tahun 1999 Pasal 4

1. hak keamanan dan keselamatan2. hak memilih 3. hak mendapatkan informasi yang jelas4. hak untuk didengar pendapatnya dan

keluhannya5. hak mendapatkan perlindungan6. hak mendapatkan pendidikan konsumen7. hak untuk dilayani8. hak mendapat kompensasi


Kewajiban konsumenUU 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


Consumer Decision Model

INDIVIDUAL DIFFERENCES1. Needs and Motivation2. Personality3. Information

Processing & Perception

4. Learning Process5. Knowledge6. Attitude

MARKETING STRATEGY

DECISION PROCESS

Problem Identification

Information Search

Alternative Evaluation

Purchasing & Satisfaction

IMPLICATION

ENVIRONMENTAL FACTORS1. Culture2. Social-Economy3. Family &

Household4. Reference Group5. 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


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 lifeBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights

reserved.

copyright © 2002 prentice-hall, inc. session 1 an introduction to consumer behavior

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