INdustri Benih 22 Sept 2011
Transcript of INdustri Benih 22 Sept 2011
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Pengembangan
Plant Improvement
MK Industri PerbenihanE10E.142
Program Studi AgroteknologiF k l P iakultas PertanianUniversitas Padjadjaran2011011
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PENDAHULUANKeberhasilan Industri Benih tidak dapat dilepaskandari aspek permintaan pasar : benih sesuai
Variety DevelopmentStrategi dimulai dengan
Seed Production
varietas unggul baru sesuai
dengan permintaan
Processing
pengguna/ petani
Secara umum, dibutuhkan
Marketing and Saleswaktu 8 15 tahun untukmemperoleh varietas unggulbaru ter antun ada enis
Farmer
tanamannya
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STRATEGI PENGEMBANGAN PRODUK (1)Public or LicensedGermplasm/ variety
Public or LicensedGermplasm/ variety
ene c
Recombination
e ec on
Yield Test
e ec on
Yield Test
ar eOriented,
But
Multilocation Test Multilocation Test
Product
Variety Released/Registration Masalah
Seed Production Seed Production
Utama
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STRATEGI PENGEMBANGAN PRODUK (2) Pengujian dan seleksi varietas mutlak harus
dilakukan oleh industri perbenihan semua
Semua (calon) benih harus diuji beberapa kali padasejumlah lokasi/ lingkungan dimana benih tersebut akandipasarkan, sesuai dengan karakteristik benih yangdiinginkan dan diterima pengguna
kebutuhan petani membutuhkan peran yang lebih besardari petani tersebut dalam proses seleksinya
Kesesuaian produk benih dengan kebutuhan petanioadalah salah satu masalah utama industri perbenihan
Sumber : MacRobert (2009)
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STRATEGI PENGEMBANGAN PRODUK (3)
1. Kebijakan Keuangan & Bisnis, mengingat :
Faktor Pengembangan Industri Perbenihan :
Penelitian membutuhkan waktu dan dana Sekitar 3% 10% pendanaan untuk penelitian
2. Ketersediaan dan kesesuaian Public or LicensedGermplasm/ Variety, menyangkut :
Royalty penggunaan Licensed Germplasm/ Variety Keunggulan varietas Daya adaptasi
3. Peluang pasar, mengingat : Differentiated and competitive market need unique
pro uc s
Perubahan orientasi pengguna Sumber : MacRobert (2009)
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STRATEGI PENGEMBANGAN PRODUK (4)Industri perbenihan harus semakin berkembangtingkatannya, karena :
. ema n er em angnya e en uan pera uran
2. Semakin ketatnya kompetisi antar industri perbenihan
. sebagai faktor produksi pertanian
Industri perbenihan dituntut untukmelaksanakan kegiatan
pengembangan produk (benih) yangberorientasi pada pasar/ pengguna
Sumber : MacRobert (2009)
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STRATEGI PENGEMBANGAN PRODUK (5)KETENTUAN/
YANG MEMPENGARUHI
INDUSTRI PERBENIHAN ?
JAWABAN :
UU Sistem Budidaya Tanaman (1992)
UU Perlindungan Varietas Tanaman(2000)
dll
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STRATEGI PERENCANAAN (1)Orientasi Strategi Pengembangan Produk :
MarketSegmen
Right Relevance
Market
Requirement
ssues o esearc
AppropriateTools
Efficiencyof Research
RightProduct
Sumber : MacRobert (2009)
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STRATEGI PERENCANAAN (2)Fungsi Relevansi dan Efisiensi Penelitian dalamPengembangan Industri Perbenihan :
Capacity Building : Keep Moving :High
,Implementation, and
Appropriate Tools
Improvement on Right
Issues and ToolsRelevance
Re-invent or Die :
Systematic changesRe-invent or Die :
Emphasis on strategy
of Research
need to plannedAnd made
And programs Workin the Right Issues
Low
Sumber : MacRobert (2009)
Efficiency of Research HighLow
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STRATEGI PERENCANAAN (2)DIMANA POSISI
INDONESIA ?
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IDENTIFYING OF RIGHT ISSUES (1)Four Aspects for Identifying of Right Issues toContribute ofRelevance Research:
1. Aspek Lingkungan Pertanaman, mencakup (MacRobert, 2009) :
Ketin ian Lahan Kondisi Agroklimatologi Jenis Lahan Kesuburan Tanah
Kesesuaian
Lahan Kondisi Cekaman (Biotik/ Abiotik)
2. Aspek Perilaku Konsumen/ Pengguna (Kotler, 2000)
3. Aspek Lingkungan Makro (Kotler, 2000)4. Aspek Kecenderungan Global (Kotler, 2000)
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IDENTIFYING OF RIGHT ISSUES (2)
Model Stimulus Response :
ASPEK PERILAKU KONSUMEN/ PENGGUNA :
1. Beberapa faktor stimulus masukke dalam benak konsumen
2. Konsumen memberi
res on terhada stimulus3. Respon berupa keputusan
pembelian
. ro usen arus menge a usetiap stimulus yangmem en aruhi res on tersebut
Sumber : Kotler (2000)
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IDENTIFYING OF RIGHT ISSUES (3)MODEL PERILAKU KONSUMEN (PETANI) :
Pemasaran
Lain
Konsumen
KeputusanPembeli
Pembeli
ro u
Harga
Ekonomi
Kondisi
Budaya
Sosial
Pilihan Produk
Pilihan Merk
Pilihan
Masalah
Pencarian
Tempat
Alam
TeknologiPribadi
Penyalur
Waktu
Pembelian
Evaluasi
Keputusan
Promosi BudayaJumlah
Pembelian
Perilaku PascaPembelian
Sumber : Kotler (2000)
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IDENTIFYING OF RIGHT ISSUES (4)FAKTOR PERILAKU KONSUMEN (PETANI) :
BUDAYA
SOSIAL
PRIBADIBudaya
Acuan
Umur/ TahapHidup
Pekerjaan
Motivasi
Persepsi PembelianSub Budaya Keluarga Keadaan
Ekonomi
Gaya Hidup
Pengetahuan
Keyakinan/Sikap
onsumen
Kelas Sosial
Peran/Status
Kepribadian/Konsep Diri
Sumber : Kotler (2000)
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IDENTIFYING OF RIGHT ISSUES (5)JELASKAN BAGAIMANA
VARIETAS UNGGUL YANG
KEBUTUHAN PENGGUNA ?
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IDENTIFYING OF RIGHT ISSUES (6)ASPEK LINGKUNGAN MAKRO :
Pen aruh Lin kun an Makro Ba i
Pengembangan Produk Baru : Demografi
Ekonomi
Lingkungan Alam Teknologi
Politik-Hukum
u aya
Sumber : Kotler (2000)
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IDENTIFYING OF RIGHT ISSUES (7)Pengaruh Lingkungan Makro (Kotler, 2000) :
Jumlah Populasi, Struktur Usia,tn s/ u u, ng at en an,
dan Pola Rumah Tangga
Tingkat Pendapatan, Distribusi
LINGK ALAM
en apa an, an o a up
Ketersediaan SDA/ Energidan Pelestarian Lin kun an
TEKNOLOGIPerubahan Teknologi dan
Peluang Inovasi
POLITIK &HUKUM
Peraturan danKebijakan
BUDAYABudaya, Sub Budaya,
dan Kelas Sosial
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IDENTIFYING OF RIGHT ISSUES (8)JELASKAN BAGAIMANA
VARIETAS UNGGUL YANG
PERUBAHAN
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IDENTIFYING OF RIGHT ISSUES (9)ASPEK KECENDERUNGAN GLOBAL :
Ledakan ekonomi global Kelahiran kembali seni
Kebangkitan sosialisme pasar
Gaya hidup global dan nasionalisme kebudayaan Swastanisasi pelayanan publik
Kebangkitan kawasan asia-pasifik
eran an epem mp nan wan a Era biologi
Kejayaan individu
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IDENTIFYING OF RIGHT ISSUES (10)Asian Foods Trends :
Kebiasaan makan berubah
Rumah tangga semakin kecil
Mobilitas kerja semakin besar
BAGAIMANA Populasi kota semakin muda
BAGAIMANATREND/KECENDERUNGAN SEKARANG ?
PRODUKRODUKAPA YANGBERPELUANGDIKEMBANGKAN ?
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DETERMINING OF APPROPRIATE TOOLS (1)Keberhasilan kegiatan pemuliaan tanaman dalammenghasilkan varietas unggul ditentukan oleh :
Varietas unggul yang dilepas Varietas unggul yang diadopsi pengguna/ petani
Three Aspects for Determining of Appropriate Tools
Plant Breeding Progress
S eedin U the Breedin Process
Variety Testing
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DETERMINING OF APPROPRIATE TOOLS (2)Plant Breeding Progress:
besarnya peluang memperoleh varietas unggul sesuaiseperti yang diharapkan
Kemajuan pemuliaan tanaman dipengaruhi oleh :
Pembentukan variasi genetikDiperolehnya karakter baik yang diwariskan
Intensitas seleksi
Environment)
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DETERMINING OF APPROPRIATE TOOLS (3)Speeding Up the Breeding Process:
adalah kebutuhan biaya yang besardanjangka waktupelaksanaan yang lama
Percepatan proses pemuliaan tanaman dilakukanmelalui :
Penerapan seleksi dini
Penerapan teknologi molekuler
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DETERMINING OF APPROPRIATE TOOLS (4)Variety Testing:
of testing are key to the effectivness of developinglines and hybrids(Hallauer and Miranda, 1988)
Keberhasilan pengujian dalam perakitan varietasunggul dipengaruhi oleh :
Pelaksanaan penujian pada lokasi yang sesuai
Pengumpulan data yang akurat
Penggunaan alat bantu statistika yang relevan Penggunaan metode pengujian yang tepat
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DETERMINING OF APPROPRIATE TOOLS (5)Types of Trial for Introducing New Variety:
Experiment On-Farm Trial
Demonstration
Observation Experiment On-Farm Trial Demonstration
Farmer Participation in Variety Evaluation
Sumber : MacRobert (2009)
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KEPUSTAKAAN
1. MacRobert, J.L. 2009. Seed BusinessManagement in Africa. Harare, Zimbabwe,
2. Kotler, P. 2000. Marketing Management.Prentice-Hall Inc. U er Sadle River, NewJersey
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TUGAS :1. Ambil satu atau lebih faktor/ sub faktor dari :
1. Model Perilaku Konsumen
2. Pengaruh Perubahan Lingkungan Makro
3. Pengaruh Kecenderungan Global
1. Berdasarkan masing-masing faktor/ sub faktortersebut, bagaimana produk varietas unggul,
seba ai calon benih harus dikemban kan ?
Sifat penugasan : perorangan,
Masing-masing tidak lebih dari 3 (tiga) halaman Dikumpulkan pada pertemuan/ perkuliahan
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The Marketin
Environment
Chapter 4
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ec ves
Know the environmental forcesy y
to serve its customers. Realize how changes in the
environments affect marketing
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.
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ec ves
Identify the major trends in the
environments.
now e ey c anges n epolitical and cultural environments.
Understand how companies canreact to the marketing
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environment.
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VolkswagenVolkswagen
the stage to bring
back the Beetle
enjoyed cross-
generational appeal VWs investment:
$ 560 million Earned many awards
Beetle now accounts
Demand quicklyoutstripped supply
for over 25% ofcompany sales
4- 32Discussion:Discussion: Will the flowerWill the flower--power Microbus succeed next?power Microbus succeed next?
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ey nv ronmen s
Marketing Environment The actors and forces that affect a firms
ability to build and maintain successfulre at ons ps w t customers.
Aspects of the marketing environment:
Microenvironment Macroenvironment
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Actors Affecting a Firms AbilityActors Affecting a Firms Ability
Com an Com etitorsSuppliers Publics
Customer Marketing
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e croenv ronmen
Departments within the company impact.
Suppliers help create and deliver.
Treat suppliers as partners.
,promote, and distribute goods.
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.
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e acroenv ronmen
Customer markets must be studied., , ,
and international markets exist.
customer value than the competition.
the appropriate competitive strategy. Various ublics must also be
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Types of PublicsTypes of Publics
Financial Local
e a enera
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Macroenvironmental ForcesMacroenvironmental Forces
Demo ra hic Technolo icalEconomic Political
Natural Cultural
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e acroenv ronmen
Key Demographic Trends or popu a on grow
Changing age structure The U.S. population consists of seven
generational groups., ,
Generation Y are key groups.
Distinct segments typically exist within
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these generational groups.
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e acroenv ronmen
orn e ween an
1964 Represent 28% of theeyeyGenerationsGenerations
population; earn 50% ofpersonal income
Man mini-se ments
BabyBaby
exist within the boomergroup Generation XGeneration X
years as they mature Lucrative market for
Generation YGeneration Y
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rave , en er a nmen ,housing, and more
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e acroenv ronmen
orn etween an
1976eyeyGenerationsGenerations Maintain a cautious
economic outlook
BabyBaby
Share new culturalconcerns Generation XGeneration X
annual purchasing power
Will be rimar bu ers of Generation YGeneration Y
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most goods by 2010
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e acroenv ronmen
orn etween an
1994eyeyGenerationsGenerations as large a group as theirbaby boomer parents
BabyBaby
New products, services,and media cater to GenY
Generation XGeneration X ,digitally saavy
Challenging target for Generation YGeneration Y
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marketers
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e acroenv ronmen
Key Demographic Trends Changing American household
Geo ra hic o ulation shifts Better-educated, more white-collar
Increasing Diversity
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e acroenv ronmen
The Economic Environment Affects consumer purchasing power
and spending patterns. Two types of national economies:
subsistence vs. industrial.
U.S. consumers now spend carefully
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.
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e acroenv ronmen
Key Economic Trends U.S. income distribution is skewed.
Upper class, middle class, working classand the underclass.
Rich are getting richer, the middle class is
s r n ng, an e un erc ass rema nspoor.
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changing.
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e acroenv ronmen
The Natural Environment Concern for the natural environment
has grown steadily, increasing theimportance of these trends:
Shortage of raw materials
Increased pollution Increased overnmental intervention
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e acroenv ronmen
Key Technological Trends e ec no og ca env ronmen s
characterized by rapid change.
ew ec no og es crea e newopportunities and markets but make
.
The U.S. leads the world in research
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.
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e acroenv ronmen
The Political Environment nc u es aws, governmen a agenc es, an
pressure groups that impact organizations
Increased legislation to protect businessesas well as consumers.
Changes in governmental agencyenforcement.
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social responsibility.
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e acroenv ronmen
The Cultural Environment
forces that affect a societys basic values,
perceptions, preferences, and behaviors. Culture can influence decision making.
Core beliefs are persistent; secondary
cultural values change and shift moreeasily.
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expressed through peoples views.
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Cultural values are expressedCultural values are expressed
Others Nature
Organizations The Universe
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Responding to the Marketing
Adaptation
threats and capitalize upon opportunities.
Use of lobbyists, PR, advertorials, lawsuits,
com laints, and contractual a reements to
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influence environmental forces.
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Consumer Bu erConsumer Bu er
BehaviorBehavior
Chapter 6
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ec ves
Be able to define the consumer market
consumer buyer behavior.
consumer buyer behavior.
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ec ves
Understand the major types of buying
buyer decision process.
diffusion process for new products.
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ar eyar ey-- av sonav son
account for 1/5 of
U.S. c cle sales
clientele revolves
around 7 core Sales have
exceeded supply
customer types
Harley owners use
for years 1986-2000: Four
their bikes toexpress their
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stock splits,
increase of 7,100%
esty e an
attitudes
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Definitions
Consumer Buying Behavior uy ng e av or o n v ua s an
households that buy products for personal
consumption. Consumer Market All individuals/households who buy products
or persona consump on.
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Consumer Behavior
Marketing and other stimuli enter the buyers
black box and produce certainchoice/purchase responses.
Marketers must figure out what is inside of
changed to responses.
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Characteristics Affecting
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Characteristics Affecting
onsumer e av or
CultureKe FactorsKe Factors
Cultural
Subculture
His anic Social
consumers
African Americans
Psychological Asian Americans Mature consumers
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Social Class
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Consumer Behavior
35 million consumers purchase $425 billion
worth of goods and services. Expected to grow 64% in 20 years.
Spanish media makes group easy to reach.
Brand loyal group.
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Consumer Behavior
35 million consumers purchase $527
. Growing more affluent / sophisticated.
and selection are important.
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.
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Consumer Behavior
10 million consumers purchase $229
. Fastest growing, most affluent subculture.
.
Consumer packaged goods companies
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.
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Consumer Behavior
75 million consumers aged 50+ will grow
. Mature consumers control 50% of all
.
Attractive market for travel, restaurant,
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, .
Characteristics Affecting
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g
onsumer e av or
GroupsKe FactorsKe Factors
Cultural
Membership
Reference
Social
Opinion leaders Buzz marketing
Psychological
Family Children can influence
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o es an a us
Characteristics Affecting
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g
onsumer e av or
Age and life cycleKe FactorsKe Factors
Cultural
Occupation
Economic situation
Social Activities, interests, andopinions
Psychological
Personality and self-concept
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Brand personality
Characteristics Affectin
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Characteristics AffectinConsumer Behavior
ncer y
Ru edness
xc emen
Com etence
So histicationSo histication
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Characteristics Affecting
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onsumer e av or
MotivationKe FactorsKe Factors
Cultural
ee s prov e mot ves or consumer behavior
Motivation research
Social
Perception Selective attention, selective
distortion, selective retention
Psychological Learning
Drives, stimuli, cues,responses and reinforcement
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e e s an a u es
Characteristics Affectin
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Characteristics AffectinConsumer Behavior
Esteem Needs
Social Needs
Safety NeedsPhysiological Needs
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Types of Buying-Decision
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Types of Buying Decision
Behavior
Difference betweenDifference betweenbrandsbrands
Involvement LevelInvolvement Level
SignificantSignificant Com lexCom lex VarietVariet seekinseekinDifferencesDifferencesbuyingbuying
behaviorbehaviorbuying behaviorbuying behavior
FewFewDifferencesDifferences DissonanceDissonance--reducingreducing Habitual buyingHabitual buyingbehaviorbehavior
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behaviorbehavior
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The Buyer Decision Process
Need recognition
Evaluation of alternatives
Postpurchase behavior
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e uyer ec s on rocess
Needs can beProcessProcess
Need recognitiontriggered by:
Internal stimuli
StagesStages
n orma on searc
Evaluation of alternatives
Purchase decision
Normal needs becomestrong enough to drivebehavior
Postpurchase behavior
External stimuli Advertisements
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e uyer ec s on rocess
Consumers exhibitProcessProcess
Need recognition
heightened attention oractively search for
StagesStages
n orma on searc
Evaluation of alternatives
Purchase decision
. Sources of information:
Personal
Postpurchase behavior Commercial
Public
Ex eriential
6 - 71 Word-of-mouth
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e uyer ec s on rocess
Evaluation procedureProcessProcess
Need recognition
depends on the consumerand the buying situation.
Most bu ers evaluate
StagesStages
n orma on searc
Evaluation of alternatives
Purchase decision
multiple attributes, each ofwhich is weighteddifferentl .
Postpurchase behavior At the end of the evaluationstage, purchase intentions
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.
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e uyer ec s on rocess
Two factors intercedeProcessProcess
Need recognitionbetween purchaseintentions and the
StagesStages
n orma on searc
Evaluation of alternatives
Purchase decision
actual decision:
Attitudes of others
Postpurchase behavior
nexpec e
situational factors
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e uyer ec s on rocess
Satisfaction is important:ProcessProcess
Need recognition
Delighted consumersengage in positive word-of-mouth.
StagesStages
n orma on searc
Evaluation of alternatives
Purchase decision
n appy cus omers e onaverage 11 other people.
It costs more to attract a
Postpurchase behavior
to retain an existingcustomer.
Co nitive dissonance is
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common
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New Products
Good, service or idea that is perceived by
. Stages in the Adoption Process
through these stages.
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Bu er Decision Process for
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New Products
wareness
Evaluation
n eres
Trial
Ado tionAdo tion
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New Products
Consumers can be classified into five
,differently toward new products.
Five product characteristics influence the
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.
Bu er Decision Process for
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New Products
nnova ors
Earl Ma orit
ar y op ers
Late Ma orit
La ardsLa ards
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Bu er Decision Process for
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New Products
e a ve van age
Compatibility
omp ex y
Divisibility
CommunicabilityCommunicability
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New Products
Values, attitudes and behaviors differ
reatl in other countries. Physical differences exist which require
changes in the marketing mix.
Customs vary from country to country.
Marketers must decide the degree to which
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.