Konsep Consumer Behavior Pertemuan 02 Matakuliah: J0384 – Perilaku Konsumen Tahun: Ganjil 2007/2008

Bina Nusantara Definition …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 Concepts Select,Purchase, Use, Dispose Select,Purchase, Use, Dispose Products, Services, Ideas, Experiences Products, Services, Ideas, Experiences Processes Individuals/Groups

Bina Nusantara WHY STUDY CONSUMER BEHAVIOR? (Micro) Marketing Implications – Marketing Concept – Market Segmentation – Influencing Product/Service Choices

Bina Nusantara 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

Bina Nusantara Why Else? – An Increasingly Significant Part of Human Behaviour – Understanding Our Own Consumption WHY STUDY CONSUMER BEHAVIOR?

Bina Nusantara 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”

Bina Nusantara 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

Bina Nusantara MULTIPLE INFLUENCES ON CONSUMER BEHAVIOR Understanding Consumer Behavior Purchase and Use behavior Demographic And household structure Needs, emotions, Values and personalities Group Influences Information, Processing and Decision making Regulatory Policy: To protect Consumers Marketing Policy: To satisfy Target Consumer needs

Bina Nusantara CONSUMER BEHAVIOR AND MARKETING STRATEGY MARKET ANALYSIS MARKETING STRATEGY MARKET SEGMENTATION CONSUMER DECISION PROCESSES OUTCOMES

Bina Nusantara MARKETING IMPACT ON CONSUMERS Impact on Consumers Popular Culture Marketing Ethics Public Policy Global Marketing

Bina Nusantara ETHICAL STANDARDS OF CONDUCT Don’t Mislead Don’t Mislead Reject High- Pressure Sales Reject High- Pressure Sales No Disguised Selling No Disguised Selling Identify Costs Identify Costs Disclose All Risks Disclose All Risks Some Guidelines

Bina Nusantara Class Discussion Q / A