consumer behavior 1
DESCRIPTION
Presentation of consumer behavior courses.TRANSCRIPT
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CONSUMER BEHAVIOR
Schiffman, Leon G. and Leslie Lazar Kanuk (2007) 9th ed.
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PART IChapter 1 Consumer Behavior: Its origin and strategic applicationChapter 2 Consumer ResearchChapter 3 Market Segmentation
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PART IIChapter 4 Consumer MotivationChapter 5 Personality and Consumer BehaviorChapter 6 Consumer Perception
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PART IIChapter 7 Consumer LearningChapter 8 Consumer Attitude Formation and ChangeChapter 9 Communination and Consumer Behavior
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PART IIIChapter 10 Reference Group and Family InfluencesChapter 11 Social ClassChapter 12 The Influence of Culture
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PART IIIChapter 13 SubculturesChapter 14 Cross Cultural
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PART IVChapter 15 Consumer Influences and the Diffusion of InoovationsChapter 16 Consumer Decision Making
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CONSUMER BEHAVIOR
PART IChapter 1 Consumer Behavior: Its origin and strategic application
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DEFINISIPerilaku Konsumen adalah perilaku yang diperagakan oleh konsumen dalam mencari, membeli, menggunakan, mengevaluasi, dan membuang/tidak menggunakan lagi produk dan jasa, yang mereka harapkan dapat memuaskan kebutuhannya.
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DEFINISIConsumer behavior is behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.
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FOKUSBagaimana individu membuat keputusan untuk menggunakan sumberdaya yang dimilikinya (waktu, uang dan usaha) untuk barang-barang konsumsi yang berkaitan dengannya.
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FOKUSApa yang mereka beli?Mengapa mereka membelinya?Kapan mereka membelinya?
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FOKUSDimana mereka membelinya?Seberapa sering mereka membelinya?Seberapa sering mereka menggunakannya?
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FOKUSBagaimana mereka mengevaluasinya setelah pembelian?Apa dampak evaluasi pada pembelian di masa datang?Bagaimana mereka membuang atau tidak menggunakannya lagi?
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KATEGORI KONSUMEN
Konsumen individu, membeli untuk dirinya sendiri sebagai end users atau ultimate users.Konsumen organisasional, termasuk bisnis profit/nonprofit, pemerintah, institusi (a.l. sekolah, rumah sakit)
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ASAL USUL PERILAKU KONSUMEN
Asal usul Perilaku Konsumen adalah dari konsep pemasaran (marketing concept) pada era 1950-an.Pemasar menyadari bisa menjual lebih banyak produk/jasa jika mengetahui lebih dulu siapa konsumennya.Keinginan dan kebutuhan konsumen menjadi fokus utama.
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MARKETING MIX
PRODUCT
PRICE
PLACE
PROMOTION
CUSTOMER NEED
COST
CONVENIENCE
COMMUNICATION
4 Ps 4 Cs
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HUBUNGAN PELANGGAN
Nilai pelanggan (customer value) adalah rasio antara manfaat yang dipersepsikan oleh pelanggan (ekonomi, fungsional dan psikologikal) dan sumberdaya (moneter, waktu, usaha, psikologikal) yang digunakan untuk mencari manfaat tersebut.
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HUBUNGAN PELANGGAN
Kepuasan pelanggan (customer satisfaction) adalah persepsi individu terhadap kinerja produk atau jasa yang berkaitan dengan harapan pelanggan.
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HUBUNGAN PELANGGAN
Mempertahankan pelanggan (customer retention) adalah menjaga pelanggan untuk tetap bertahan membeli produk atau jasa yang sama dalam waktu lama.
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HUBUNGAN YANG SUKSES
Customer Value
Customer Satisfaction
Customer Retention
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DAMPAK TEKNOLOGI DIGITAL
Konsumen:PowerAkses informasi
Pemasar Menawarkan produk dan jasa lebih banyakPertukaran antara konsumen dan pemasar interaktif dan instanMemiliki informasi pelanggan lebih banyak
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Firm’s Marketing Efforts1. Product2. Promotion3. Price4. Channels of distribution
Sociocultural Environment
1. Family2. Informal sources3. Other noncommercial
sources4. Social class5. Subculture and
culture
Output
Process
Input
Exte
rnal
Infl
uen
ce
Con
su
mer
Decis
ion
M
akin
gP
ost-
Decis
ion
B
eh
avio
r
Postpurchase Evaluation
Purchase1. Trial2. Repeat purchase
Need Recognition
Prepurchase Search
Evaluation of
Alternatives
Psychological Field1. Motivation2. Perception3. Learning4. Personality5. Attitudes
Experience
Consumer
Decision Making
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CONSUMER BEHAVIOR
PART IChapter 2 Consumer ResearchChapter 3 Market Segmentation
15 Februari 2008