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DASAR2 PEMASA Minggu 04
Chapter 6Chapter 6
onsu er Markets an"onsu er Markets an"onsu er Bu&ing Beha ioronsu er Bu&ing Beha ior
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onsu er Bu&ing Beha ioronsu er Bu&ing Beha ior re/ers to the)u&ing )eha ior o/ 0na# onsu ers-in"i i"ua#s 2 househo#"s 3ho )u& goo"san" ser i es /or 'ersona# onsu 'tion.A## these onsu ers ake u' theonsu er arket.+he entra# 4uestion /or arketers is:
56o3 "o onsu ers res'on" to ariousarketing e7orts the o 'an& ightuse89
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Mo"e# o/ Bu&er Beha ior %ig.*.1;
Marketingan"
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%a tors In?uen ing
onsu er Beha ior%ig. *.!;
So ia#
Re/eren egrou's
%a i#&
Ro#esan"
status
So ia#
Re/eren egrou's
%a i#&
Ro#esan"
status
Persona#
Age an"#i/e- & #e
< u'ationE ono isituation
@i/estePersona#it&
an"se#/- on e't
Persona#Age an"#i/e- & #e
< u'ationE ono isituation
@i/estePersona#it&an"
se#/- on e't
Ps& ho-#ogi a#
Moti ationPer e'tion
@earning
Be#ie/s an"attitu"es
Ps& ho-#ogi a#
Moti ationPer e'tion
@earning
Be#ie/s an"attitu"es
Bu&er
Bu&er
u#ture
Su)-u#ture
So ia##ass
u#ture
Su)-u#ture
So ia##ass
u#tura#
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%a tors A7e ting
onsu er Beha ior:u#ture
Su) u#ture
Grou' o/ 'eo'#e 3ith share" a#ue s&ste s)ase" on o on #i/e e>'erien es.
u#ture is the set o/ )asi a#ues 'er e'tions3ants an" )eha iors #earne" #o& ae )er o/ so iet& /ro /a i#& 2other i 'ortant institutions
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%a tors A7e ting onsu er
Beha ior: u#ture Social ClassSocial Class So iet&=s re#ati e#& 'er anent
2 or"ere" "i isions 3hosee )ers share si i#ar a#uesinterests an" )eha iors.
Measure" )&: < u'ationIn o e E"u ation ea#th an"
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Grou's Me )ershi' Re/eren e
Grou's Me )ershi' Re/eren e
%a i#& ost i 'ortant;
6us)an" 3i/e ki"s In?uen er )u&er user
%a i#& ost i 'ortant;
6us)an" 3i/e ki"s In?uen er )u&er user
Ro#es an" StatusRo#es an" Status
So ia# %a torsSo ia# %a tors
%a tors A7e tingonsu er Beha ior:So ia#
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Persona# In?uen esPersona# In?uen es
Age an" @i/e& #e Stage
Age an" @i/e& #e Stage < u'ation< u'ation
Persona#it& 2 Se#/-on e't
Persona#it& 2 Se#/-on e't
E ono iSituation
E ono iSituation
A ti itiesA ti ities InterestsInterests
@i/este I"enti0 ation@i/este I"enti0 ation
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Vals Life StyleVals Life StyleClassi cationsClassi cations
%u#0##e"s A hie ers E>'erien ers
Stri ersBe#ie ers Makers
Prin i'#e
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Be#ie/s an"attitu"es
@earning
Moti asi
Per e'tion
Ps& ho#ogia#
%a torsA7e ting
Bu&ers
hoi es
%a tors A7e ting onsu erBeha ior: Ps& ho#ogi a#
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Maslows Hierarchy ofMaslows Hierarchy ofneedsneeds
Pisio#ogi a# Nee"sPisio#ogi a# Nee"shunger thrist;hunger thrist;
Sa/et& nee"sSa/et& nee"sse urit& 'rote tion;se urit& 'rote tion;
So ia# nee"sSo ia# nee"ssense o/ )e#ongingsense o/ )e#onging
#o e;#o e;
Esteen nee"sEsteen nee"sse#/-esteen re ognitionse#/-esteen re ognitionstatus;status;
Se#/-Se#/-a tua#iCationa tua#iCation
nee"snee"sse#/-"e e#o' entse#/-"e e#o' entan" rea#iCation;an" rea#iCation;
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Bu&er De ision Pro essBu&er De ision Pro ess%ig. *. ;%ig. *. ;
Post'ur has
eBeha ior
Pur haseDe ision
In/or ationSear h
Nee"Re ognition
E a#uationo/A#ternati es
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Bu&er De ision Pro essSte' 1. Nee" Re ognition
Bu&er De ision Pro essSte' 1. Nee" Re ognition
Bu&erRe ogniCes a'ro)#e or a
Nee"
State herethe Bu&er=sNee"s are%u#0##e" an" the
Bu&er isSatis0e".
Nee"s Arising%ro :Interna#Sti u#i Hunger
E>terna#Sti u#i-Friends
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%a i#& /rien"s neigh)ors Most e7e ti e sour e o/ in/or ation A" ertising sa#es'eo'#e Re ei es ost
in/or ation /ro thesesour es
Mass Me"ia onsu er-rating grou's
6an"#ing the 'ro"u t E>a ining the 'ro"u t Using the 'ro"u t
Persona# Sour esPersona# Sour es
o er ia# Sour eso er ia# Sour es
Pu)#i Sour esPu)#i Sour es
E>'erientia# Sour esE>'erientia# Sour es
+he Bu&er De ision Pro ess
Ste' !. In/or ation Sear h
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onsu er Ma& Use are/u#a# u#ations 2 @ogi a# +hinking
onsu er Ma& Use are/u#a# u#ations 2 @ogi a# +hinking
onsu ers Ma& Bu& on I 'u#se an"Re#& on Intuition
onsu ers Ma& Bu& on I 'u#se an"Re#& on Intuition
onsu ers Ma& Make Bu&ing De isionson +heir
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Pur hase IntentionDesire to )u& the ost 're/erre" )ran"
Pur hase IntentionDesire to )u& the ost 're/erre" )ran"
Pur hase De isionPur hase De ision
Une>'e te"Situationa#
%a tors
Attitu"es o/
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+he Bu&er De ision Pro essSte' . Post'ur hase Beha ior
onsu er=sE>'e tations o/ Pro"u t=s Per/or an e.
Pro"u t=s Per ei e"Per/or an e.
Dissatis0e" usto er
Satis0e" usto erF
- o g n
i t i . e
D i s s o n a n 1 e
- o g n
i t i . e
D i s s o n a n 1 e
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6ighIn o# e ent
Signi0 ant"i7eren es
)et3een)ran"s
%e3"i7eren es
)et3een)ran"s
@o3In o# e ent
ypes of !uying "ecisionypes of !uying "ecision!eha&ior (Fig. ).)*!eha&ior (Fig. ).)*
o '#e>
Bu&ingBeha ior
Variet&-
SeekingBeha ior
Dissonan e-Re"u ing Bu&ing
Beha ior
6a)itua#Bu&ing
Beha ior