Intro to cb

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Intro to cb

  1. 1. Presented by Sugiharto
  2. 2. Consumer BehaviorClass 2011Rules and procedures How to get optimum scores: 1. Individual tasks 2. Regular Quiz 3. Group tasks WARNING ! Failed to complete all above assignments cannot be re-submitted 4. Mid-term 5. Final Examinations Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  3. 3. Consumer BehaviorThe Source of References Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  4. 4. The purpose of a business is to create and keep a customerConsumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  5. 5. Consumer BehaviorThe IntroductionThe behavior that consumersdisplay in searching for: Purchasing Using Evaluating Disposingof products and services thatthey expect will satisfy theirneeds. Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  6. 6. Consumer BehaviorThe Personal Consumer The individual who buys goods and services for … For household use Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  7. 7. Consumer BehaviorThe Examples of Business LeaderWho understood ConsumerBehavior Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  8. 8. Consumer BehaviorThe Influence Factors MarketingConcept Development Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  9. 9. Consumer BehaviorThe Marketing ConceptAssumes that to be successful,a company must determine : The Specific Target Market and deliver the desired needs and wants satisfactions better than the competition Marketing objectives: Profits through customer satisfaction Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  10. 10. Consumer BehaviorThe Marketing Concept Implementation Segmentation Ingat di Topic Marketing Management !! Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  11. 11. MARKETING STRATEGYThe Marketing MIXTarget Market is The Key Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  12. 12. Consumer BehaviorThe Societal Marketing ConceptCompanies, as well as individuals, would be better off ifsocial responsibility was an integral component of everymarketing decision Requires all marketers adhere to principles of social responsibility Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  13. 13. Consumer BehaviorThe DIGITAL Revolution in The Market Arena Allows customization of products, services, and promotional messages like never before Enhances relationships with customers more effectively and efficiently The exchange between consumers and marketers has become Has increased the power of customers and more interactive given them access to more information Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  14. 14. Consumer BehaviorThe DIGITAL Revolutionize … Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  15. 15. Consumer BehaviorWHY Study The Consumer Behavior ?Understanding consumerbehavior will help Companybecome better marketers as itis the foundation for: Positioning Products Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  16. 16. Consumer BehaviorWHY Study The Consumer Behavior ?Knowledge of consumerbehavior is essential for non-profit organizations Donors, users, volunteers, general public, government Public service initiatives have to be based on an understanding of consumer behavior Most government initiatives (e.g., Better understanding of our antismoking campaigns) need a own consumption behavior knowledge of consumer behavior to succeed Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  17. 17. Consumer BehaviorWHY Study The Consumer Behavior ? The more successful a firm has been in the past, the more likely is it to fail in the future Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  18. 18. Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  19. 19. Consumer Behavior1. The Definitions Development Individual Physical activities David L. Loudon & Albert J. Della Bitta Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  20. 20. Tindakan-tindakan individu yang secaralangsung terlibat dalam usaha memperoleh dan menggunakan barang-barang jasa ekonomis termasuk proses pengambilan keputusan yang mendahului dan menentukan tindakan-tindakan tersebut. James F. EngelConsumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  21. 21. Consumer Behavior3. The Definitions Development Based on Experience or other sources Gerald Zaltman & Melanie Wallendorf Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  22. 22. Consumer BehaviorThe Definitions Conclusion The INDIVIDUALS To Study PROCESS Product disposal To select To satisfy the consumer’s needs Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  23. 23. The Main Definition Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  24. 24. Consumer BehaviorThe Main Driver to Behavior Consumer Needs and Want CONSUMERs Behavior Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  25. 25. How does a consumer decideConsumer Behavior that he/she need the product?HOW Consumers Think about products What are the best source of Is acquiring product a information to learn more stressful or pleasant about the alternative experience? choices? Does the product provide What does the convenience or perform its purchase say about intended function? the consumer? What cues do consumers How is the product eventually use to infer which products disposed of? So, What are the are superior to others? environmental consequences ? How do situational factors, such as time pressure or store displays, affect the consumer’s purchase decision? Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  26. 26. Consumer BehaviorThe Marketing Concept StrategyThe FIRMS Marketing’s Policy Efficient and Effective Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  27. 27. Consumer BehaviorThe Marketing Challenges NEW PRODUCT Entering The Market Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  28. 28. Consumer BehaviorSimplified Model of Consumer Behavior Consumer Decision Internal or Making Psychological Process factors Problem recognition Motivation Pre-Purchase Search Perception Firm’s Learning Marketing Alternative Evaluation Personality Effort Attitude Product Price External or Place Socio Cultural Promotion factors Outcomes Culture Sub-Culture Purchase Social class Post-purchase Reference group evaluation Family Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  29. 29. Consumer BehaviorThe Situation Perspectives The FIRMS The GOVERNMENT Marketing Public Policy Strategies Consumers Activities Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011
  30. 30. THANK YOU For LISTENINGConsumer Behaviors DAY ONE Presented by Sugiharto, SH. MM Re-programmed Presentation created by ugik013 Presentation Pro Images provided by Personal collections Closing theme performed by F4 ‘Lilo and Stitch’E-mail: ugik013@yahoo.com STIE GICI Business School © 2011 Consumers Behaviors Class 2011 © Created by SUGIHARTO, SH.MM 2011

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