Consumer Markets and Consumer Buying Behavior Dewi Pancawati N.,M.M. Nov education 1
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Consumer Markets
and Consumer Buying Behavior
Dewi Pancawati N.,M.M.
Nov education 1
Consumer Buying Behavior berhubungan
dengan perilaku pembelian oleh konsumen
akhir(individu&rumah tangga) yang membeli
barang &jasa pada untuk pemakaian secara
personal
The central question for marketers is:
“Bagaimana konsumen merespon berbagai
usaha pemasaran yang digunakanperusahaan?
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 2
Consumer Buying Behavior
Model Respon Sederhana
StimulusPengorgani
sasianRespon
Model of Buyer Behavior
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 6
Marketing and Other Stimuli
MarketingProductPricePlacePromotion
OtherEconomicTechnologicalPoliticalCultural
Buyer’s Black Box
Buyer CharacteristicsBuyer Decision Process
Buyer Responses
Product ChoiceBrand Choice
Purchase TimingPurchase Amount
Model Perilaku Pembelian
Proses KeputusanMembeli
Pemahaman masalahPencarian InformasiEvaluasiKeputusanPerilaku pasca-Pembelian
StimulusLain
EkonomiTeknologiPolitikBudaya
KarakteristikPembeli
BudayaSosialPribadiPsikologis
Keputusan Membeli
Memilih ProdukMemilih MerekMemilih TokoMemilih waktuMemilih jumlah
StimulusPemasaran
ProdukHargaTempatPromosi
Factors Influencing
Consumer Behavior
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 8
Social
Referencegroups
Family
Rolesand
status
Personal
Age andlife-cycle
Occupation
Economicsituation
Lifestyle
Personalityand
self-concept
Psycho-logical
MotivationPerceptionLearning
Beliefs andattitudes
Buyer
Culture
Sub-culture
Socialclass
Cultural
Maslow’s Hierarchy of Needs
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 9
Physiological Needs(hunger, thirst)
Safety Needs(security, protection)
Social Needs (sense of belonging, love)
Esteem Needs (self-esteem)
Self Actualization
Buyer Decision Process
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 10
PostpurchaseBehavior
PurchaseDecision
InformationSearch
Need Recognition
Evaluationof Alternatives
Consumer Behavior and Services
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 11
•Search qualities
•Experience qualities
•Credence qualities
Bagaimana PelangganMenggunakan atau Membuang Produk
Produk
Singkirkan sementara
SingkirkanSelamanya
Pertahankan
Meminjamkan
Menyewakan
Simpan
Tujuanbaru
GunakanTujuansemula
Berikan
Tukarkan
Jual
Buang
LangsungKonsumen
MelaluiMakelar
MelaluiPedagang
UntukDipakai
Untuk
Dijual
kembali
Related Documents
