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Cb decision process

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  • 1. CONSUMERSDecision Process Presented by Sugiharto
  • 2. Forms is when somebody makes something Task is when someone does something for another person Time having it when you need it Place Having it where you need it Possession Product having it, being able to use it, or ride it, drink it, Influence wear it, operating it, work for it etc. FactorsConsumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 3. Consumers Decision Process Consumer Behavior Basic Philosophy Seorang konsumen akan melakukan pilihan terbaik dengan cara memaksimumkan kepuasan atau utilitasnya dan kendala yang dihadapinya hanyalah: Product Price Personal EarningConsumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 4. ConsumersDecision ProcessInfluencing Behavior Problems recognition Search of 4P Marketing stimuli Information Alternative Economy Evaluation Technology Other Purchasing Political stimuli Behaviors Cultural Post purchase Behaviors Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 5. ConsumersDecision ProcessPurchasing Behavior Product Choice Brand Choice Dealer Choice Purchase Timings Product Amounts Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 6. ConsumersDecision ProcessInfluencing Factors ofPurchasing BehaviorConsumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 7. ConsumersDecision ProcessInfluencing Factors ofPurchasing Behavior Cultural FactorsCultural ValuesCulture is the most basic cause of aperson’s wants and behaviorSub - Culturalgroups of people with share values and caninclude nationalities, religions, racialgroups, or groups of people sharing thesame geographical locationSocial ClassIt is measured as a combination of occupation,income, education, wealth and other variables.# Any type of cultural can create a substantial anddistinctive market segment of its own Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 8. ConsumersDecision ProcessInfluencing Factors ofPurchasing Behavior Social Factors such as the groups to which the customer belongs and social status. In a group, several individuals may interact to influence the purchase decision. Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 9. Consumers Decision ProcessInfluencing Factors of Purchasing BehaviorSocial Factors The typical roles in such a group decision can be summarized as follows: Decider Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 10. ConsumersDecision Process AgesInfluencing Factors ofPurchasing Behavior Role and StatusPersonal Factors Occupation and Circumstances Lifestyles Personality and Self Concept Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 11. ConsumersDecision ProcessInfluencing Factors ofPurchasing BehaviorPsychological Factors Learning Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 12. Why People BUYStill presented byConsumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 13. WHY People BuyThe Reasons Sometimes it seems that there is no reason for a purchase, but in reality there is always a reason Marketers spend millions of dollars trying to understand why people buy products and services. Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 14. WHY People Buy For the purpose ofThe Reasons Many factors are involved in a displaying wealth / customers buying decision, any social status one of which can become the deciding factor, such as: Conspicuous Consumption Preference for buying increases with price Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 15. WHY People BuyThe Reasons Snob Effect The Desire to buy something nobody else has; preference for buying increases with rarity or scarcity Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 16. WHY People BuyThe Reasons Band wagon Effect Desire to buy something everybody else is buying Preference for buying increases with perceived popularity. Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 17. WHY People BuyThe Reasons Economy 3500 IDR To enhance their lifestyle or to fulfill two of Maslows needs: physiological (food, shelter) and Safety and Security Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 18. WHY People BuyThe Reasons Psychological This is the study of how people interact with their For example airenvironment, products are fresheners, furniture and consumed to enhance convection ovens. their well being Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 19. WHY People BuyThe Reasons Practical Consumerspurchase productsbecause they need them to survive,such as shoes and medicine. Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 20. impractical Is the opposite of WHY People Buy The Reasons practical, purchasing products that are not necessaryConsumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 21. WHY People BuyThe Reasons Rational Purchases are made with logical, thought out reasoning. Irrational products are purchased for foolish or absurd reasons. Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 22. WHY People Buy The Reasons Factual Purchasing products based on researched reports.Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 23. WHY People BuyThe Reasons PracticalPurchasing productsbased on feelings : Buy to satisfy a need (for a reason) Buy to satisfy a want (for a desire) Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 24. The Application of Consumers MotiveTheories in Marketing Strategy For Segmenting For PositioningConsumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 25. Still presented by Sugiharto, SH. MMConsumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 26. Buying BehaviorsRoutine Purchase For example, a student buying a favorites hamburger would recognize the need (hunger) and go right to the purchase decision, skipping information search and evaluation Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 27. Buying BehaviorsThe Buying Process starts withThe Need Recognition The Buyer Responds to a Marketing Stimulus Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 28. An “aroused” customer then If The Need is Strong needs to decide how much If the need is stronginformation (if any) and there is a is required product or service that meets the need close to hand then a Purchase decision is likely to be If Not the process of made information search beginsBuying BehaviorsThe Buying Process starts withThe Need Recognition Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 29. Buying Behaviors The usefulness and influence of these sources ofThe A customer can obtain information will vary by product and by customerinformation from severalsources: Public Sources The challenge for the marketing team is to identify which information sources are most influential in their target markets. Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  • 30. Any Question ? THANK YOU For LISTENING Consumer Decision Process Presented by Sugiharto, SH. MM Re-programmed Presentation created by ugik013 Presentation Pro Images provided by Personal collections Closing theme performed by F4 ‘Can’t Help Falling in Love’ Lilo and Stitch the movie E-mail: ugik013@yahoo.com STIE GICI Business School © 2011Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

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