1. CONSUMERS
Decision 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.
Factors
Consumers 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 Earning
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

4. Consumers
Decision Process
Influencing 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. Consumers
Decision Process
Purchasing Behavior
Product Choice
Brand Choice
Dealer Choice
Purchase Timings
Product Amounts
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

6. Consumers
Decision Process
Influencing Factors of
Purchasing Behavior
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

7. Consumers
Decision Process
Influencing Factors of
Purchasing Behavior Cultural Factors
Cultural Values
Culture is the most basic cause of a
person’s wants and behavior
Sub - Cultural
groups of people with share values and can
include nationalities, religions, racial
groups, or groups of people sharing the
same geographical location
Social Class
It is measured as a combination of occupation,
income, education, wealth and other variables.
# Any type of cultural can create a substantial and
distinctive market segment of its own
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

8. Consumers
Decision Process
Influencing Factors of
Purchasing 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 Process
Influencing Factors of Purchasing Behavior
Social 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. Consumers
Decision Process Ages
Influencing Factors of
Purchasing Behavior
Role and Status
Personal Factors
Occupation and
Circumstances
Lifestyles
Personality and
Self Concept
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

11. Consumers
Decision Process
Influencing Factors of
Purchasing Behavior
Psychological Factors
Learning
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

12. Why
People
BUY
Still presented by
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

13. WHY People Buy
The 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 of
The 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 Buy
The 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 Buy
The 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 Buy
The Reasons
Economy
3500
IDR
To enhance their lifestyle or to fulfill two of Maslow's needs:
physiological (food, shelter) and Safety and Security
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

18. WHY People Buy
The Reasons
Psychological
This is the study of how
people interact with their For example air
environment, 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 Buy
The Reasons
Practical
Consumers
purchase products
because 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 necessary
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

21. WHY People Buy
The 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 Buy
The Reasons
Practical
Purchasing products
based 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 Motive
Theories in Marketing
Strategy
For Segmenting
For Positioning
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

25. Still presented by Sugiharto, SH. MM
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

26. Buying Behaviors
Routine 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 Behaviors
The Buying Process starts with
The 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 strong
information (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 begins
Buying Behaviors
The Buying Process starts with
The Need Recognition
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

29. Buying Behaviors The usefulness and influence of these sources of
The A customer can obtain information will vary by product and by customer
information from several
sources:
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
© 2011
Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011