Konsep Consumer BehaviorPertemuan 02

Matakuliah : J0384 – Perilaku KonsumenTahun : Ganjil 2007/2008

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DefinitionDefinition

…the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon, p. 7).

…the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon, p. 7).

Key ConceptsKey Concepts

Select,Purchase, Use, Dispose

Select,Purchase, Use, Dispose

Products, Services, Ideas, Experiences

Products, Services, Ideas, Experiences

ProcessesProcesses Individuals/GroupsIndividuals/Groups

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WHY STUDY CONSUMER BEHAVIOR?

(Micro) Marketing Implications–Marketing Concept–Market Segmentation– Influencing Product/Service Choices

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WHY STUDY CONSUMER BEHAVIOR?

(Macro) Societal Implications• Understanding Popular Culture--e.g.,

Jackie Chan, Nike• Understanding Consumer Culture

around the World--e.g., Christmas as a Global Holiday

• How does Marketing Affect Consumers?--e.g., Happiness, Envy, Materialism

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Why Else?– An Increasingly Significant Part of

Human Behaviour– Understanding Our Own Consumption

WHY STUDY CONSUMER BEHAVIOR?

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IS THIS CONSUMER BEHAVIOUR?

• A man buys groceries at a supermarket• A woman reads ads for used cars• A couple takes a honeymoon trip to Victoria

Falls• A corporation orders office supplies• A couple buys a gift for their child “from Santa

Claus”

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IS THIS CONSUMER BEHAVIOUR?

• A couple makes a contribution to a charity• A professional sports team signs a player

to a contract• A girl trades a used hat for a scarf• Two collectors swap postage stamps• An artist creates a painting

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MULTIPLE INFLUENCES ON CONSUMER BEHAVIOR

UnderstandingConsumerBehavior

Purchase andUse behaviorDemographic

And householdstructure

Needs, emotions, Values and

personalities

Group Influences Information,

Processing andDecision making

Regulatory Policy:

To protectConsumers

Marketing Policy:

To satisfyTarget

Consumerneeds

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CONSUMER BEHAVIOR AND MARKETING STRATEGY

MARKETANALYSIS

MARKETINGSTRATEGY

MARKETSEGMENTATION

CONSUMER DECISION

PROCESSES

OUTCOMES

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MARKETING IMPACT ON CONSUMERS

Impact onConsumers

PopularCulture

MarketingEthics

PublicPolicy

GlobalMarketing

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ETHICAL STANDARDS OF CONDUCT

Don’tMisleadDon’t

Mislead

RejectHigh-

PressureSales

RejectHigh-

PressureSales

NoDisguised

Selling

NoDisguised

Selling

IdentifyCosts

IdentifyCosts

DiscloseAll RisksDiscloseAll Risks

SomeGuidelines

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• Class Discussion• Q / A