1. DASAR-DASAR PEMASARAN
MINGGU KE IV
DASAR-DASAR PEMASARAN
Pokok Bahasan:
Pengertian Pasar Konsumen
Model Perilaku Konsumen
Faktor2 yang Mempengaruhi Perilaku Konsumen
Proses kepuasan pembelian
Tipe-tipe perilaku pembelian
Tujuan Instruksional Khusus:
Menjelaskan Karakteristik Pasar Konsumen.
Menjelaskan Model Perilaku Konsumen.
Menjelaskan Faktor2 Apa Saja yang Dapat mempengaruhi Perilaku Pembelian Konsumen.
Menjelaskan tahapan proses pembelian
Menjelaskan 4 tipe perilaku pembelian
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2. Consumer Markets and Consumer Buying Behavior
Chapter 6
Consumer Markets and Consumer Buying Behavior
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3. Consumer Buying Behavior
Consumer Buying Behavior refers to the buying behavior of final consumers -individuals & households who buy goods and services for personal consumption.
All these consumers make up the consumer market.
The central question for marketers is:
“How do consumers respond to various marketing efforts the company might use?”
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4. Model of Buyer Behavior (Fig. 5.1)
Marketing and
Other Stimuli
Marketing
Product
Price
Place
Promotion
Other
Economic
Technological
Political
Cultural
Buyer’s Black Box
Buyer Characteristics
Buyer Decision Process
Buyer Responses
Product Choice
Brand Choice
Dealer Choice
Purchase Timing
Purchase Amount
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5. Factors Influencing Consumer Behavior (Fig. 5.2)
Culture
Sub-
culture
Social
class
Cultural
Social
Reference
groups
Family
Roles
and
status
Personal
Age and
life-cycle
Occupation
Economic
situation
Lifestyle
Personality
and
self-concept
Psycho-
logical
Motivation
Perception
Learning
Beliefs and
attitudes
Buyer
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6. Factors Affecting Consumer Behavior: Culture
Culture is the set of basic values, perceptions, wants and behaviors learned loy a member of society from family & other important institutions
Subculture
Group of people with shared value systems based on common life experiences.
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7. Factors Affecting Consumer Behavior: Culture
Social Class
Society’s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors.
Measured by: Occupation, Income, Education, Wealth and Other Variables.
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8. Factors Affecting Consumer Behavior: Social
Groups
Membership
Reference
Family (most important)
Husband, wife, kids
Influencer, buyer, user
Social Factors
Roles and Status
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9. Factors Affecting Consumer Behavior: Personal
Personal Influences
Age and Life
Cycle Stage
Occupation
Personality
& Self-
Concept
Economic
Situation
Activities
Interests
Lifestyle Identification
Opinions
Factors Affecting Consumer Behavior: Personal
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10. Vals – Life Style Classifications
Fulfilleds
Achievers
Experiencers
Strivers
Believers
Makers
Principle
Oriented
Status
Action
Low Resources
Low inovation
Struggles
High Resources
High inovation
Actualizers
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11. Factors Affecting Consumer Behavior: Psychological
Motivasi
Psychological
Factors
Affecting
Buyers
Choices
Beliefs and
attitudes
Perception
Learning
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12. Maslow’s Hierarchy of needs
Self-
actualization
needs
(self-development and realization)
Esteen needs
(self-esteen, recognition, status)
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Pisiological Needs
(hunger, thrist)
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13. Buyer Decision Process (Fig. 5.6)
Purchase
Decision
Postpurchase
Behavior
Evaluation
of Alternatives
Information
Search
Need Recognition
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14. Buyer Decision Process Step 1. Need Recognition
Recognizes a
problem or a
Need
Actual State
Desired State
Needs Arising From:
Internal Stimuli –
Hunger
External Stimuli-
Friends
State Where the Buyer’s Needs are Fulfilled and the Buyer is Satisfied.
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15. The Buyer Decision Process Step 2. Information Search
Family, friends, neighbors
Most effective source of
information
Advertising, salespeople
Receives most
information from these
sources
Mass Media
Consumer-rating groups
Handling the product
Examining the product
Using the product
Personal Sources
Commercial Sources
Public Sources
Experiential Sources
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16. The Buyer Decision Process Step 4. Evaluation of Alternatives
Consumer May Use Careful
Calculations & Logical Thinking
Consumers May Buy on Impulse and
Rely on Intuition
Consumers May Make Buying Decisions
on Their Own.
Consumers May Make Buying Decisions
Only After Consulting Others.
Marketers Must Study Buyers to Find Out How They Evaluate Brand Alternatives
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17. The Buyer Decision Process Step 5. Purchase Decision
Purchase Intention
Desire to buy the most preferred brand
Attitudes of Others
Unexpected Situational Factors
Purchase Decision
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18. The Buyer Decision Process Step 6. Postpurchase Behavior
Cognitive Dissonance
Satisfied Customer!
Consumer’s
Expectations of Product’s Performance.
Product’s Perceived
Performance.
Dissatisfied Customer
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19. Types of Buying Decision Behavior (Fig. 5.5)
Complex
Buying
Behavior
Variety-
Seeking
Behavior
High
Involvement
Significant
differences
between
brands
Few
Low
Dissonance-
Reducing Buying
Behavior
Habitual
Buying
Behavior
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