Consumer Behaviour

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From the book of Principle Marketing by Philip Kotler, 9th ed

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Consumer Behaviour

  1. 1. Analyzing Consumer Behaviour Pertemuan ke 4 Dosen : Shinta Rahmani, SE., M.Si
  2. 2. ANALYZING CONSUMER BEHAVIOR <ul><li>FACTORS INFLUENCING CONSUMER BEHAVIOR </li></ul><ul><li>BUYING ROLES </li></ul><ul><li>TYPES OF BUYING BEHAVIOR </li></ul><ul><li>THE BUYING DECISION PROCESS </li></ul>
  3. 3. FACTORS INFLUENCING CONSUMER BEHAVIOR <ul><li>CULTURAL FACTORS: </li></ul><ul><ul><li>Culture </li></ul></ul><ul><ul><li>Sub-culture </li></ul></ul><ul><ul><li>Social Class </li></ul></ul><ul><li>SOCIAL FACTORS: </li></ul><ul><ul><li>Reference groups </li></ul></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>Roles & statuses </li></ul></ul>
  4. 4. FACTORS INFLUENCING CONSUMER BEHAVIOR(2) <ul><li>PERSONAL FACTORS </li></ul><ul><li>Age and Life-Cycle Stage </li></ul><ul><li>Occupation </li></ul><ul><li>Economic Circumstances </li></ul><ul><li>Lifestyle </li></ul><ul><li>Personality & Self-concept </li></ul>
  5. 5. FACTORS INFLUENCING CONSUMER BEHAVIOR (3) <ul><li>PSYCHOLOGICAL FACTORS </li></ul><ul><li>Motivation </li></ul><ul><li>Learning </li></ul><ul><li>Perception </li></ul><ul><li>Beliefs & Attitudes </li></ul>
  6. 6. Hierarki Kebutuhan Maslow Kebutuhan Fisiologis Kebutuhan Keamanan Kebutuhan Sosial Kebutuhan Penghargaan Kebutuhan Aktualisasi diri
  7. 7. Buying Role <ul><li>INITIATOR : The first person to suggest the idea of buying. </li></ul><ul><li>INFLUENCER : A person whose views impact the buying decision. </li></ul><ul><li>DECIDER : The person who decides on what, when & where to buy the product or service. </li></ul><ul><li>BUYER : The actual purchaser. </li></ul><ul><li>USER : The person who uses/consumes the product or service. </li></ul>
  8. 8. TYPES OF BUYING BEHAVIOR DEGREE OF INVOLVEMENT LOW HIGH DEGREE OF DIFFERENCES IN BRANDS HIGH LOW COMPLEX BUYING BEHAVIOR DISSONANCE- REDUCING BUYING BEHAVIOR VARIETY- SEEKING BUYING BEHAVIOR HABITUAL BUYING BEHAVIOR
  9. 9. THE BUYING DECISION PROCESS <ul><li>Problem/need Recognition </li></ul><ul><li>Information Search </li></ul><ul><li>Evaluation Of Alternatives </li></ul><ul><li>Purchase Decision </li></ul><ul><li>Postpurchase Behavior </li></ul>
  10. 10. PROBLEM/NEED RECOGNITION <ul><li>From Internal Stimuli: </li></ul><ul><li>Hunger </li></ul><ul><li>Thirst </li></ul><ul><li>Fear </li></ul><ul><li>From External Stimuli: </li></ul><ul><li>Neighbor’s Purchases </li></ul><ul><li>Advertisements </li></ul><ul><li>Window Shopping </li></ul><ul><li>Newspapers & Magazines </li></ul>
  11. 11. INFORMATION SEARCH <ul><li>From Personal Sources: </li></ul><ul><li>Family </li></ul><ul><li>Friends </li></ul><ul><li>Neighbors </li></ul><ul><li>Acquaintances </li></ul><ul><li>From Commercial Sources: </li></ul><ul><li>Advertisements </li></ul><ul><li>Dealers </li></ul><ul><li>Salespersons </li></ul><ul><li>Packaging </li></ul><ul><li>Displays </li></ul>
  12. 12. INFORMATION SEARCH (CONTD) <ul><li>From Commercial Sources: </li></ul><ul><ul><li>Advertisements </li></ul></ul><ul><ul><li>Dealers </li></ul></ul><ul><ul><li>Salespersons </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Displays </li></ul></ul>
  13. 13. INFORMATION SEARCH (CONTD) <ul><li>From Public Sources: </li></ul><ul><li>Mass Media </li></ul><ul><li>Chambers of Commerce </li></ul><ul><li>Consumer Rating Magazines </li></ul><ul><li>From Experiential Sources: </li></ul><ul><li>Handling the Product </li></ul><ul><li>Examining the Product </li></ul><ul><li>Using the Product </li></ul>
  14. 14. EVALUATION OF ALTERNATIVES <ul><li>Successive Sets in Consumer Decision-Making: </li></ul><ul><li>Total Set </li></ul><ul><li>Awareness Set </li></ul><ul><li>Consideration Set </li></ul><ul><li>Choice Set </li></ul><ul><li>Buying Decision </li></ul><ul><li>(continued) </li></ul>
  15. 15. PURCHASE DECISION <ul><li>Interfering Factors: </li></ul><ul><li>Attitudes of Others : Opposing and intense opinions of family members, close friends and acquaintances </li></ul><ul><li>Unanticipated situational factors : Changes in income, job transfer, loss of employment, change of priority e.g. sudden payment of educational fees etc. </li></ul>
  16. 16. POST PURCHASE BEHAVIOR <ul><li>Post purchase Satisfaction: </li></ul><ul><li>Keep the Product </li></ul><ul><li>Store the Product </li></ul><ul><li>Convert to a Second Use </li></ul><ul><li>Post purchase Dissatisfaction : </li></ul><ul><li>Try to return the product/take legal recourse </li></ul><ul><li>Rent it </li></ul><ul><li>Get rid of it/Throw it </li></ul>

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