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Session 1 Session 1 An Introduction to Consumer An Introduction to Consumer
BehaviorBehavior
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Consumer BehaviorConsumer Behavior
1. Introduction to Consumer Behavior
2. Consumer Decision Process
3. Consumer Motivation
4. Demographics, Psychographics and Personality
5. Consumer Knowledge
6. Consumer Intentions, Attitudes, Beliefs and Feelings
7. Culture, Ethnicity and Social Class
8. Family and Household Influences
9. Group and Personal Influence
10. Consumer Decision Making
11. Consumer Satisfaction
12. Consumer Loyalty
1. Paper
2. Individual presentation
3. UTS
4. UAS
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MarketMarket OriginallyOriginally
the place where buyers and sellers gathered to the place where buyers and sellers gathered to exchange their goods.exchange their goods.
EconomistsEconomistsa collection of buyers and sellers who transact a collection of buyers and sellers who transact over a particular product or product classover a particular product or product class
MarketersMarketersKumpulan pembeli potensial dan aktual terhadap Kumpulan pembeli potensial dan aktual terhadap suatu produk.suatu produk.
KotlerKotler
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MarketingMarketing
MarketIntegratedmarketing
Profits throughcustomer
satisfactionCustomer
needs
(b) The marketing concept
FactoryExistingproducts
Selling andpromotion
Profits throughsales volume
Startingpoint Focus Means Ends
(a) The selling concept
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Marketing is a societal process Marketing is a societal process by which individuals and groups by which individuals and groups obtain what they need and want obtain what they need and want through creating, offering, and through creating, offering, and freely exchanging products and freely exchanging products and services of value with others. services of value with others.
Philip KotlerPhilip Kotler
MarketingMarketing
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Consumer and Consumer and CustomerCustomer
ConsumerConsumer : Household : Household marketmarket
CustomerCustomer : - Business : - Business marketmarket
- Household market- Household market
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Consumer Behavior
Activities people undertake when obtaining, consuming, and disposing of products and services
Blackwell
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ObtainingObtaining ConsumingConsuming DisposingDisposing
ConsumerConsumerInfluencesInfluences
OrganizationalOrganizationalInfluencesInfluences
Consumer Behavior
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ObtainingObtaining ConsumingConsuming DisposingDisposing
How you decide yu want to buy
Products you consider buying
Where you buy
How you pay for product
How you transport product home
How you use product
How you store the product in your home
Who uses the product
How much you consume
How product compares with expectations
How you get rid of remaining product
How much you throw away after use
If you resell items yourself or through a consignment store
How you recycle products
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights
reserved.
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Consumer Consumer InfluencesInfluences
Organizational Organizational InfluencesInfluences
Culture EthnicityPersonality Values Life-stage Family Income Feelings Attitudes OpinionsAvailable ResourcesMotivations Past ExperiencesPeer GroupsKnowledge
Brand Product FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product Availability
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights
reserved.
Copyright © 2002 Prentice-Hall, Inc.
OBTAININGHow you decide you want to buyProducts you consider buyingWhere you buy How you pay for productHow you transport product home
CONSUMINGHow you use productHow you store the product in your homeWho uses the product How much you consumeHow product compares with expectations
DISPOSINGHow you get rid of remaining productHow much you throw away after useIf you resell items yourself or through a consignment storeHow you recycle products
CONSUMER INFLUENCESCulture EthnicityPersonality FamilyLife-stage ValuesIncome Available
ResourcesAttitudes OpinionsMotivations Past ExperiencesFeelings Peer GroupsKnowledge
ORGANIZATIONAL INFLUENCES
Brand Product FeaturesAdvertising Word of MouthPromotions Retail DisplaysPrice QualityService Store AmbianceConvenience Loyalty ProgramsPackaging Product Availability
Consumer Behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights
reserved.
Copyright © 2002 Prentice-Hall, Inc.
How do individuals make decisions to How do individuals make decisions to spend their resources (time, money, spend their resources (time, money, effort).effort).Includes: Includes: whatwhat they buy, they buy, whywhy they buy it, they buy it, whenwhen they buy it, they buy it, wherewhere they buy it, they buy it, how oftenhow often they buy it, and they buy it, and how oftenhow often they use it. they use it.
The Scope of Consumer Behavior
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The Scope of Consumer The Scope of Consumer BehaviorBehavior
How do individuals dispose of How do individuals dispose of their once-new purchases.their once-new purchases.Includes: Includes: do they store it, do they store it, throw it or give it away, throw it or give it away, sell it, sell it, rent it, or rent it, or lend it out?lend it out?
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How Customers Use orHow Customers Use orDispose of ProductsDispose of Products
Product
Get rid of ittemporarily
Get rid of itpermanently
Keep it
Loan it
Rent it
Store it
Convertto new
purpose
Use fororiginalpurpose
Give itaway
Trade it
Sell it
Throw itaway
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Why Study Consumer Behavior?
Consumer Behavior Helps Analyze Consumers’ Increasing Influence
Consumer Behavior Educates and Protects Consumers
Consumer Behavior Affects Public Policy
Consumer Behavior Affects Personal Policy
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights
reserved.
Copyright © 2002 Prentice-Hall, Inc.
Consumer Behavior’sConsumer Behavior’sInterdisciplinary RootsInterdisciplinary Roots
Consumer Behavior borrows from Consumer Behavior borrows from psychology, sociology, social psychology, psychology, sociology, social psychology, anthropology.anthropology.
All factors combine to form a comprehensive All factors combine to form a comprehensive model that reflects both the cognitive and model that reflects both the cognitive and emotional aspects of consumer decision emotional aspects of consumer decision making.making.
A story about the blind men and the elephant
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The Underlying Principles of Consumer Behavior
The Consumer is Sovereign
The Consumer is Global
Consumers are Different; Consumers are Alike
The Consumer has Rights
Everyone Needs to Understand Consumers
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights
reserved.
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Hak-hak KonsumenUU Perlindungan Konsumen No. 8 Tahun 1999 Pasal 4
1. hak keamanan dan keselamatan2. hak memilih 3. hak mendapatkan informasi yang jelas4. hak untuk didengar pendapatnya dan
keluhannya5. hak mendapatkan perlindungan6. hak mendapatkan pendidikan konsumen7. hak untuk dilayani8. hak mendapat kompensasi
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Kewajiban konsumenUU Perlindungan Konsumen No. 8 Tahun 1999 Pasal 5
1. Membaca informasi pemanfaatan barang/jasa
2. beritikad baik dalam transaksi
3. Membayar sesuai kesepakatan
4. Mengikuti upaya penyelesaian hukum
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Consumer Decision Model
INDIVIDUAL DIFFERENCES1. Needs and Motivation2. Personality3. Information
Processing & Perception
4. Learning Process5. Knowledge6. Attitude
MARKETING STRATEGY
DECISION PROCESS
Problem Identification
Information Search
Alternative Evaluation
Purchasing & Satisfaction
IMPLICATION
ENVIRONMENTAL FACTORS1. Culture2. Social-Economy3. Family &
Household4. Reference Group5. Situation
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Consumers’ Impact on Marketing Strategy
Basic marketing concept states that firms exist to satisfy consumer’s needs. Needs can be best satisfied when marketers understand consumers
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Challenges for the Future
Gathering and interpreting information that organizations need to meet changing needs of consumers
Developing effective consumer research methods to capture changes in trends and lifestyles
Understanding consumer behavior from a broader perspective as an important part of lifeBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights
reserved.
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