Konsep Consumer Behavior Pertemuan 02 Matakuliah : J0384 – Perilaku Konsumen Tahun : Ganjil 2007/2008
Dec 14, 2015
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DefinitionDefinition
…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).
…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 ConceptsKey Concepts
Select,Purchase, Use, Dispose
Select,Purchase, Use, Dispose
Products, Services, Ideas, Experiences
Products, Services, Ideas, Experiences
ProcessesProcesses Individuals/GroupsIndividuals/Groups
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WHY STUDY CONSUMER BEHAVIOR?
(Micro) Marketing Implications–Marketing Concept–Market Segmentation– Influencing Product/Service Choices
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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
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Why Else?– An Increasingly Significant Part of
Human Behaviour– Understanding Our Own Consumption
WHY STUDY CONSUMER BEHAVIOR?
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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”
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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
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MULTIPLE INFLUENCES ON CONSUMER BEHAVIOR
UnderstandingConsumerBehavior
Purchase andUse behaviorDemographic
And householdstructure
Needs, emotions, Values and
personalities
Group Influences Information,
Processing andDecision making
Regulatory Policy:
To protectConsumers
Marketing Policy:
To satisfyTarget
Consumerneeds
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CONSUMER BEHAVIOR AND MARKETING STRATEGY
MARKETANALYSIS
MARKETINGSTRATEGY
MARKETSEGMENTATION
CONSUMER DECISION
PROCESSES
OUTCOMES
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MARKETING IMPACT ON CONSUMERS
Impact onConsumers
PopularCulture
MarketingEthics
PublicPolicy
GlobalMarketing
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ETHICAL STANDARDS OF CONDUCT
Don’tMisleadDon’t
Mislead
RejectHigh-
PressureSales
RejectHigh-
PressureSales
NoDisguised
Selling
NoDisguised
Selling
IdentifyCosts
IdentifyCosts
DiscloseAll RisksDiscloseAll Risks
SomeGuidelines