1. Kuliah I Consumer Behavior; An Overview
Michael R. Solomon
8th edition

2. Consumer behavior is a process
Consumer behavior is 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.
 Discuss each highlighted word

3. Stages in the consumption process
Consumers’ Perspective
Marketer’s Perspective
How does a consumer decide he/she needs product? What are the best sources of information to learn alternative choices?
PREPURCHASE ISSUES
Is acquiring a product a stressful or pleasant experience? What does the purchase say about the consumer?
PURCHASE ISSUES
Does the product provide pleasure or perform its intended function? How is the product eventually disposed of, and what are the environmental consequences of this act?
POSTPURCHASE ISSUES
PREPURCHASE ISSUES
How are consumer attitudes toward products formed/changed? What cues do consumers use to infer which products are superior to others?
PURCHASE ISSUES
How do situational factors, such as time pressure or store displays, affect the consumer’s purchase decision?
POSTPURCHASE ISSUES
What determines whether a consumer will be satisfied with a product and whether he/she will buy it again? Does this person tell others about his/her experiences with the product and influence their purchase decisions?

4. Segmenting Consumers Demographic Dimensions
Age
Gender
Family Structure
Social Class and Income
Race and Ethnicity
Geography
Beyond Demographics : Lifestyles

5. Market Segmentation Categories
Geographic Segmentation
Region : Provinces
City size : Kota ibukota, kotamadya, desa
Density : Urban, Sub-urban, Rural
Climate : hot, cool, mountain, coastland
Demographic Segmentation
Age
Sex/gender
Income/Expenditure
Education
Occupation
+ cohort segmentation
Ethnic group
Religion
Family lifecycle

6. AN OVERVIEW OF THE FAMILY LIFE CYCLE AND BUYING BEHAVIOR
STAGE IN FAMILY LIFE CYCLE
BUYING OF BEHAVIORAL PATTERN
1. Bachelor stage: young, single, people not living at home
Few financial burdens. Fashion opinion leader. Recreation oriented. Buy: basic kitchen equipment, basic furniture, cars, equipment for the mating game, vacations.
2. Newly Married couples: young, no children
Better off financially than the will be in near future. Highest purchase rate and highest ever-age purchase of durables. Buy: cars, refrigerators, stoves, sensible and durable furniture, vacations.
3. Full nest I: youngest child under six
Home purchasing at peak. Liquid assets low. Dissatisfied with financial position and amount of money saved. Interested in new products. Like advertised products. Buy: washers, dryers, TV, baby food, chest rubs and cough medicines, vitamins, dolls, wagons, sled, skates.
4. Full nest II: youngest child six or over.
Financial position better. Some wives work. Less influenced by advertising. Buy larger-size packages, multiple-unit deals. Buy: many foods, cleaning materials, bicycle, music lessons, pianos.
5. Full nest III: older married couples with dependent children
Financial position still better. More wives work. Some children get jobs. Hard to influence with advertising. High average purchase of durables. Buy: new, more tasteful furniture, auto travel, unnecessary appliances, boats, dental services magazines.
6. Empty nest I: older married couples, no children living with them, head in labor force.
Home ownership at peak. Most satisfied with financial position and money saved. Interested in travel, recreation, self-education. Make gifts and contributions. Not interested in new product. Buy: vacations, luxuries, home improvements.
7. Empty nest II: older married. No children living at home, head retired.
Drastic cut in income. Keep home. Buy: medical appliances, medical-care products that aid health, sleep, and digestion.
8. Solitary survivor, in labor force
Income still good but likely to sell home
9. Solitary survivor, retired
Same medical and product needs as other retired group; drastic cut in income. Special need for attention, affection, and security. s

7. Psychographic Segmentation
Lifestyle segmentation : Lifestyle dimensions
A-I-O + D
Activities
Interests
Opinions
Demographics
Behavior Segmentation
Benefit segmentation
Convenience
Social acceptance
Economy
Quality
Use-related
Usage level/rate/volume
Awareness status
Brand loyalty
Product user
Location
Person
Situation

8. The Meaning of Consumption
People buy products for
What they do
What they mean
Relationships between consumers and product:
Self concept attachment : the product helps to establish user’s identity
Nostalgic attachment: the product links with past self
Interdependence : the product is a part of the user’s daily routine
Love : the product elicits emotional bonds of warmth , passion or other strong emotions.

9. The Global Consumer Growing urban centers
Global consumer culture : unite people all over the world by common devotion to brand names, movie stars, celebrities, leisure activities, multinational companies.
Virtual consumption and the power of crowds/communities

10. Do Marketers Manipulate Consumers?
Do marketers create needs? -Needs and wants
Are advertising and marketing necessary?
Do marketers create miracles?

11. Two Issues of Consumer Behavior
BRIGHT ISSUES
Consumerism
Consumer Research
Social Marketing
Green Marketing
DARK ISSUES
Consumer Terrorism
Addictive Consumption
Compulsive Consumption
Consumed Consumers
Prostitutes
Organ, blood, hair donors
Babies for sale
Illegal Activities
Consumer theft and fraud
Anticonsumption : deliberately deface or mutilate products.

12. Interdisciplinary Influences on the Study of Consumer Behavior
Disciplinary Focus
Product role
Experimental Psychology
Clinical Psychology
Microeconomics
Social Psychology
Sociology
Macroeconomics
Semiotics
Demography
History
Cultural Anthropology
Perception, learning, and memory process
Psychological adjustment
Allocation of individual and family resources
Behavior of individuals as members of social groups
Social institutions and group relationships
Consumers’ relations with the marketplace
Verbal and visual communication of meaning
Measurable characteristics of a population
Societal changes over time
Society’s beliefs and practices

13. Reading Assignment : Chapter 2
Review Questions : no. 4, 5, 8, 13
Discuss : no. 1, 3
Apply : 7, 8