Copyright © 2002 Prentice-Hall, Inc. Session 1 An Introduction to Consumer Behavior

Copyright © 2002 Prentice-Hall, Inc. Consumer 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

Copyright © 2002 Prentice-Hall, Inc. Market Originally Originally the place where buyers and sellers gathered to exchange their goods. Economists Economists a collection of buyers and sellers who transact over a particular product or product class Marketers Marketers Kumpulan pembeli potensial dan aktual terhadap suatu produk. Kotler

Copyright © 2002 Prentice-Hall, Inc. Marketing Market Integrated marketing Profits through customer satisfaction Customer needs (b) The marketing concept Factory Existing products Selling and promotion Profits through sales volume Starting point FocusMeansEnds (a) The selling concept

Copyright © 2002 Prentice-Hall, Inc. Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Philip Kotler Marketing

Copyright © 2002 Prentice-Hall, Inc. Consumer and Customer Consumer: Household market Customer: - Business market - Household market - Household market

Copyright © 2002 Prentice-Hall, Inc. Consumer Behavior Activities people undertake when obtaining, consuming, and disposing of products and services Blackwell

Copyright © 2002 Prentice-Hall, Inc. Obtaining ConsumingDisposing ConsumerInfluencesOrganizationalInfluences Consumer Behavior

Copyright © 2002 Prentice-Hall, Inc. Obtaining ConsumingDisposing  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.

Copyright © 2002 Prentice-Hall, Inc. ConsumerInfluences Organizational Influences Culture Ethnicity Personality Values Life-stage Family Income Feelings Attitudes Opinions Available Resources Motivations Past Experiences Peer Groups Knowledge Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging Product Availability Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Copyright © 2002 Prentice-Hall, Inc. OBTAINING  How you decide you want to buy  Products you consider buying  Where you buy  How you pay for product  How you transport product home CONSUMING  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 DISPOSING  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 CONSUMER INFLUENCES Culture Ethnicity Personality Family Life-stage Values Income Available Resources Attitudes Opinions Motivations Past Experiences Feelings Peer Groups Knowledge ORGANIZATIONAL INFLUENCES Brand Product Features Advertising Word of Mouth Promotions Retail Displays Price Quality Service Store Ambiance Convenience Loyalty Programs Packaging 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 spend their resources (time, money, effort). How do individuals make decisions to spend their resources (time, money, effort).Includes: what they buy, what they buy, why they buy it, why they buy it, when they buy it, when they buy it, where they buy it, where they buy it, how often they buy it, and how often they buy it, and how often they use it. how often they use it. The Scope of Consumer Behavior

Copyright © 2002 Prentice-Hall, Inc. The Scope of Consumer Behavior How do individuals dispose of their once- new purchases. How do individuals dispose of their once- new purchases.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?

Copyright © 2002 Prentice-Hall, Inc. How Customers Use or Dispose of Products Product Get rid of it temporarily Get rid of it permanently Keep it Loan it Rent it Store it Convert to new purpose Use for original purpose Give it away Trade it Sell it Throw it away

Copyright © 2002 Prentice-Hall, Inc. 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’s Interdisciplinary Roots Consumer Behavior borrows from psychology, sociology, social psychology, anthropology. Consumer Behavior borrows from psychology, sociology, social psychology, anthropology. All factors combine to form a comprehensive model that reflects both the cognitive and emotional aspects of consumer decision making. All factors combine to form a comprehensive model that reflects both the cognitive and emotional aspects of consumer decision making. A story about the blind men and the elephant

Copyright © 2002 Prentice-Hall, Inc. 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.

Copyright © 2002 Prentice-Hall, Inc. Hak-hak Konsumen UU Perlindungan Konsumen No. 8 Tahun 1999 Pasal 4 1. hak keamanan dan keselamatan 2. hak memilih 3. hak mendapatkan informasi yang jelas 4. hak untuk didengar pendapatnya dan keluhannya 5. hak mendapatkan perlindungan 6. hak mendapatkan pendidikan konsumen 7. hak untuk dilayani 8. hak mendapat kompensasi

Copyright © 2002 Prentice-Hall, Inc. Kewajiban konsumen UU 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

Copyright © 2002 Prentice-Hall, Inc. Consumer Decision Model INDIVIDUAL DIFFERENCES 1.Needs and Motivation 2.Personality 3.Information Processing & Perception 4. Learning Process 5.Knowledge 6.Attitude MARKETING STRATEGY DECISION PROCESS Problem Identification Information Search Alternative Evaluation Purchasing & Satisfaction IMPLICATION ENVIRONMENTAL FACTORS 1.Culture 2.Social-Economy 3.Family & Household 4.Reference Group 5.Situation

Copyright © 2002 Prentice-Hall, Inc. 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

Copyright © 2002 Prentice-Hall, Inc. 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 life Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.