P r e s e n t e d b y S u g i h a r t o

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior Class 2011 Rules and procedures

How to get optimum scores:

1. Individual tasks

2. Regular Quiz

3. Group tasks

4. Mid-term

5. Final Examinations

Failed to complete all above

assignments cannot be re-submitted

WARNING !

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior

The Source of References

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

The purpose of a business is to create and keep a customer

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior

The Introduction

The behavior that consumers

display in searching for:

Purchasing

Using

Evaluating

Disposing

of products and services that

they expect will satisfy their

needs.

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior

The Personal Consumer The individual who buys goods and services for …

For household use

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior

The Examples of Business Leader Who understood Consumer Behavior

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior

The Influence Factors Marketing Concept Development

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior

The Marketing Concept

Assumes that to be successful,

a company must determine :

needs and wants

The Specific Target

Market

and deliver the desired

satisfactions better

than the competition

Marketing objectives:

Profits through

customer satisfaction

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior The Marketing Concept Implementation

Segmentation Ingat di Topic

Marketing

Management !!

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

MARKETING STRATEGY

The Marketing MIX Target Market is The Key

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior The Societal Marketing Concept

Companies, as well as individuals, would be better off if

social responsibility was an integral component of every

marketing decision

Requires all marketers adhere to

principles of social responsibility

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior The DIGITAL Revolution in The Market Arena

Allows customization of products, services, and promotional messages like never before

Enhances relationships with customers more effectively and efficiently

Has increased the power of customers and given them access to more information

The exchange between consumers and

marketers has become more interactive

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior The DIGITAL Revolutionize …

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior WHY Study The Consumer Behavior ?

Understanding consumer

behavior will help Company

become better marketers as it

is the foundation for:

Positioning Products

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior WHY Study The Consumer Behavior ?

Knowledge of consumer

behavior is essential for non-

profit organizations

Donors, users, volunteers,

general public, government

Public service initiatives have to

be based on an understanding of

consumer behavior

Most government initiatives (e.g.,

antismoking campaigns) need a

knowledge of consumer behavior

to succeed

Better understanding of our

own consumption behavior

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior WHY Study The Consumer Behavior ?

The more successful a firm has been in the past, the more likely is it to fail in the future

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior 1. The Definitions Development

David L. Loudon & Albert J. Della Bitta

Individual

Physical activities

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Tindakan-tindakan individu yang secara

langsung terlibat dalam usaha memperoleh

dan menggunakan barang-barang jasa

ekonomis termasuk proses pengambilan

keputusan yang mendahului dan

menentukan tindakan-tindakan tersebut. James F. Engel

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior 3. The Definitions Development

Based on Experience or other sources

Gerald Zaltman & Melanie Wallendorf

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

INDIVIDUALS

The

PROCESS

To select

To Study Product disposal

To satisfy the consumer’s needs

Consumer Behavior The Definitions Conclusion

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

T h e M a i n D e f i n i t i o n

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior The Main Driver to Behavior

Consumer Needs and Want CONSUMERs Behavior

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior HOW Consumers Think about products

How does a consumer decide

that he/she need the product?

What are the best source of

information to learn more

about the alternative

choices?

Is acquiring product a

stressful or pleasant

experience?

What does the

purchase say about

the consumer?

Does the product provide

convenience or perform its

intended function?

How is the product eventually

disposed of? So, What are the

environmental consequences ?

What cues do consumers

use to infer which products

are superior to others?

How do situational factors, such as time

pressure or store displays, affect the

consumer’s purchase decision?

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior The Marketing Concept Strategy

Marketing’s Policy

Efficient and Effective

The FIRMS

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Entering The Market

NEW PRODUCT

Consumer Behavior The Marketing Challenges

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior Simplified Model of Consumer Behavior

Internal or

Psychological

factors

Motivation

Perception

Learning

Personality

Attitude

External or

Socio Cultural

factors

Culture

Sub-Culture

Social class Reference group

Family

Firm’s

Marketing

Effort

Product

Price

Place

Promotion

Consumer Decision

Making

Process

Problem recognition

Pre-Purchase Search

Alternative Evaluation

Outcomes

Purchase

Post-purchase

evaluation

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Consumer Behavior The Situation Perspectives

The FIRMS The GOVERNMENT

Public Policy Marketing

Strategies

Consumers Activities

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

THANK YOU

For LISTENING

Consumer Behaviors DAY ONE

Presented by

Sugiharto, SH. MM

Re-programmed

Presentation created by

ugik013 Presentation Pro

Images provided by

Personal collections

Closing theme performed by

F4 ‘Lilo and Stitch’

E-mail: ugik013@yahoo.com

STIE GICI Business School

© 2011