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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
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Closing theme performed by
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E-mail: [email protected]
STIE GICI Business School
© 2011