11. Perilaku Wisatawan - Cross Cultural Behaviour & Tourist Decision Making
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Perilaku Konsumen Lintas Budaya Arti Penting Menjadi Multinasional (Go International) Analisis Perilaku Konsumen Lintas Budaya Alternatif Strategi Multinasional Segmentasi psikografis Lintas Budaya
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11. Perilaku Wisatawan - Cross Cultural Behaviour & Tourist Decision Making
- 1. Irwan Haribudiman, S.Par., M.Sc. Manajemen Resort & Leisure Universitas Pendidikan Indonesia Adapted From Prentice Hall 2007
- 3. • Perilaku Konsumen Lintas Budaya • Arti Penting Menjadi Multinasional (Go International) • Analisis Perilaku Konsumen Lintas Budaya • Alternatif Strategi Multinasional • Segmentasi psikografis Lintas Budaya
- 4. Agar dapat berhasil, para pemasar harus mengerti sifat alamiah dan ukuran-ukuran perbedaan diantara konsumen-konsumen Sensitifitas terhadap kemiripan- kemiripan dan perbedaan- perbedaan lintas budaya Pemasaran yang spesifik di setiap negara Pemasaran global
- 5. Saat ini, hampir seluruh perusahaan bisnis raksasa memasarkan produk mereka di luar negerinya sendiri.
- 6. Ketika konsumen memutuskan untuk melakukan pembelian, mereka mungkin akan sampai pada pertimbangan akan asal negara produk yang mereka pilih. Para peneliti menunjukkan bahwa konsumen menggunakan pengetahuan mereka tentang dimana produk tersebut di buat atau berada sebagai evaluasi pilihan pembelian mereka.
- 7. Terlebih lagi, konsumen cenderung mempunyai sikap atau kegemaran bahwa barang tertentu harus dibuat di negara tertentu. Sikap ini bisa berdampak positif, negatif atau netral tergantung pada persepsi atau pengalaman. Perancis dengan anggur, mode busana, dan parfum serta berbagai produk kecantikan yang lain; Italia dengan pasta, perancang busana, furnitur, sepatu dan mobil sport; Jepang dengan kamera dan konsumen elektronik;
- 8. • Many consumers may take into consideration the country of origin of a product. • Some consumers have animosity toward a country – People’s Republic of China has some animosity to Japan – Jewish consumers avoid German products – New Zealand and Australian consumers boycott French products
- 9. Strategi yang tepat untuk meraih konsumen di suatu negara adalah harus spesifik Semakin banyak persamaan antara satu negara dengan negara lain, maka pelaku pasar juga cenderung memakai strategi pemasaran yang hampir sama. Sedangkan jika kepercayaan, nilai, dan adat istiadat dari target negara – negara jauh berbeda; maka strategi pemasaran yang lebih spesifik diterapkan.
- 10. Ritme hidup (pace of life), dapat diartikan sebagai seberapa banyak waktu yang dibutuhkan untuk mengerjakan suatu aktivitas. •Penelitian terhadap pace of life di 31 negara yang mengukur waktu untuk jalan kaki sejauh 60 kaki, lama petugas pos mengerjakan pembelian perangko, dan keakuratan jam publik menemukan bahwa Indonesia berada di urutan ke-30. Pace of life tercepat ditempat oleh Switzerland dan yang terlambat diduduki Mexico. Copyright 2007 by Prentice Hall
- 11. • Similarities and differences among people • The growing global middle class • The global teenage market • Acculturation • The greater the similarity between nations, the more feasible to use relatively similar marketing strategies • Marketers often speak to the same “types” of consumers globally Issues Upaya untuk menentukan sejauh mana konsumen dari dua atau lebih negara memiliki kesamaan atau perbedaan.
- 12. Chinese Cultural Traits • Berpusat pada doktrin Konghucu • Tunduk pada otoritas • Memuja leluhur • Nilai tugas seseorang untuk keluarga dan negara American Cultural Traits • Individualis • Penekanan pada kemandirian • Iman utama di rasionalisme • Nilai kepribadian individu
- 13. • Similarities and differences among people • The growing global middle class • The global teenage market • Acculturation • Growing in Asia, South America, and Eastern Europe • Marketers should focus on these markets Issues
- 14. • Similarities and differences among people • The growing global middle class • The global teenage market • Acculturation • There has been growth in an affluent global teenage and young adult market • They appear to have similar interests, desires, and consumption behavior no matter where they live. Issues
- 15. • Similarities and differences among people • The growing global middle class • The global teenage market • Acculturation • Marketers must learn everything that is relevant about the usage of their product and product categories in foreign countries Issues
- 16. Copyright 2007 by Prentice Hall Differences in language and meaning Differences in market segmentation opportunities Differences in consumption patterns Differences in the perceived benefits of products and services Words or concepts may not mean the same in two different countries.The income, social class, age, and sex of target customers may differ dramatically in two different countries. Two countries may differ substantially in the level of consumption or use of products or services. Two nations may use or consume the same product in very different ways.
- 17. Copyright 2007 by Prentice Hall continued Differences in the criteria for evaluating products and servicesDifferences in economic and social conditions and family structure Differences in marketing research and conditions Differences in marketing research possibilities The benefits sought from a service may differ from country to country.The “style” of family decision making may vary significantly from country to country. The types and quality of retail outlets and direct-mail lists may vary greatly among countries.The availability of professional consumer researchers may vary considerably from country to country.
- 18. Copyright 2007 by Prentice Hall • According to a survey – YES. • Global brands have: – Quality signal – Global myth – Social responsibility
- 19. Copyright 2007 by Prentice Hall • A global brand does not always have success with brand extentions • Example Coke brand extension – Coke popcorn – Eastern culture saw fit and accepted the brand extension – Western culture did not see fit
- 20. Copyright 2007 by Prentice Hall • Adaptation of advertising message to specific values of particular cultures • McDonald’s uses localization – Example Ronald McDonald is Donald McDonald in Japan – Japanese menu includes corn soup and green tea milkshakes • Often best to combine global and local marketing strategies
- 21. Copyright 2007 by Prentice Hall • Framework for Assessing Multinational Strategies – Global – Local – Mixed
- 22. PRODUCT STRATEGY COMMUNICATON STRATEGY STANDARDIZED COMMUNICATIONS LOCALIZED COMMUNICATIONS STANDARDIZED PRODUCT Global strategy: Uniform Product/ Uniform Message Mixed Strategy: Uniform Product/ Customized Message LOCALIZED PRODUCT Mixed strategy: Customized Product/ Uniform Message Local Strategy: Customized Product/ Customized Message The only ultimate truth possible is that humans are both deeply the same and obviously different.