Analisis Pasar (Market Research)Pertemuan 7

Matakuliah : U0492 Periklanan ITahun : 2009-2010

Bina Nusantara University 3

Market Research in Advertising

Bina Nusantara University 4

What is market research?

is the process of systematically gathering, recording and analyzing data and information about customers, competitors and the market. Market research allows companies to learn more about past, current and potential customers, including their specific likes and dislikes.

Bina Nusantara University 5

•What is happening in the market?

•What are the trends?

•Who are the competitors?

•How do consumers talk about the products in the market?

•Which needs are important?

•Are the needs being met by current products?

Bina Nusantara University 6

Cara pencarian data

•Questioner

•Conduct an FGD

•Sampling

•Wawancara (via telepon)

•Market visit

Bina Nusantara University 7

What is competion?a rivalry between individuals, groups, nations, or animals, for territory or resources. It arises whenever two or more parties strive for a goal which cannot be shared.

What is competitor?Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service. Ex: Coca-Cola vs Pepsi, Mc Donalds vs Burger King

Bina Nusantara University 8

Competitor bisa dibagi dalam:

•Direct Competitor

•Indirect Competitor

Bina Nusantara University 9

Direct Competitorwhere products which perform the same function compete against each other. Ex: Honda-Yamaha-Suzuki (kategori sepeda motor). Provider GSM, Indosat, XL dan telkomsel

Indirect Competitorwhere products which are close substitutes for one another compete. Ex: di Indonesia ---> Mc Donalds vs KFC, Coca-Cola vs The Botol, Produk susu dengan milkuat/biskuat

Bina Nusantara University 10

Consumer Behaviour

Mengenali tentang perilaku/karakteristik konsumen: Yaitu bagaimana, apa, kapan dan mengapa mereka membeli suatu barang/produk.

Belch and Belch mendefinisikan sebagai:

'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'.

Bina Nusantara University 11

Stage Brief description Relevant internal psychological process

Problem recognition The consumer perceives a need and

becomes motivated to solve a problem. Motivation

Information search The consumer searches for information required to make a purchase decision

Perception

Alternative evaluation The consumer compares various brands

and products Attitude formation

Purchase decision The consumer decides which brand to

purchase Integration

Post- purchase evaluation

The consumer evaluates their purchase decision

Learning

Basic of consumer decision making

Bina Nusantara University 12

Yuk kita nonton iklan

Bina Nusantara University 13

QuickTime™ and aYUV420 codec decompressor

are needed to see this picture.

Bina Nusantara University 14

QuickTime™ and aYUV420 codec decompressor

are needed to see this picture.

Bina Nusantara University 15

QuickTime™ and aYUV420 codec decompressor

are needed to see this picture.

Bina Nusantara University 16

C U next week;)