Matakuliah
Tahun
: U0492 Periklanan I
: 2009-2010
Analisis Pasar (Market Research)
Pertemuan 7
Market Research in Advertising
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What is market research?
is the process of systematically gathering, recording and analyzing data
and information about customers, competitors and the market. Market
research allows companies to learn more about past, current and potential
customers, including their specific likes and dislikes.
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•What is happening in the market?
•What are the trends?
•Who are the competitors?
•How do consumers talk about the products in the market?
•Which needs are important?
•Are the needs being met by current products?
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Cara pencarian data
•Questioner
•Conduct an FGD
•Sampling
•Wawancara (via telepon)
•Market visit
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What is competion?
a rivalry between individuals, groups, nations, or animals, for territory or
resources. It arises whenever two or more parties strive for a goal which
cannot be shared.
What is competitor?
Any person or entity which is a rival against another. In business, a
company in the same industry or a similar industry which offers a similar
product or service.
Ex: Coca-Cola vs Pepsi, Mc Donalds vs Burger King
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Competitor bisa dibagi dalam:
•Direct Competitor
•Indirect Competitor
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Direct Competitor
where products which perform the same function compete against each other.
Ex: Honda-Yamaha-Suzuki (kategori sepeda motor).
Provider GSM, Indosat, XL dan telkomsel
Indirect Competitor
where products which are close substitutes for one another compete.
Ex: di Indonesia ---> Mc Donalds vs KFC, Coca-Cola vs The Botol, Produk susu
dengan milkuat/biskuat
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Consumer Behaviour
Mengenali tentang perilaku/karakteristik konsumen:
Yaitu bagaimana, apa, kapan dan mengapa mereka membeli suatu
barang/produk.
Belch and Belch mendefinisikan sebagai:
'the process and activities people engage in when searching for,
selecting, purchasing, using, evaluating, and disposing of products and
services so as to satisfy their needs and desires'.
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Basic of consumer decision making
Sta ge
Brief d e scr ipt ion
Probl e m re co g n itio n
Th e c on s um er pe r cei ves a ne e d a nd
bec o m e s m o tivat e d t o s olve a p r obl e m.
Mo tivat io n
Info r mat io n sea rc h
Th e c on s um er sea r ch es for in fo r m a tio n
requi r ed to m a ke a p ur ch a se d e cis ion
Perce p tio n
Alt ern a tive e valuat io n
Th e c on s um er co mpares var io us br a n d s
and p r o d u cts
At titu de fo r mat io n
Pur cha s e de cisi o n
Th e c on s um er d e cides wh ic h br a nd t o
pur ch a se
Int egrat io n
Pos t - p ur chase
eva luat io n
Th e c on s um er e valu a te s t hei r p ur chase
decis io n
Learn ing
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Re le va nt inte rn a l
ps y ch o lo g ica l p ro c e s s
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Yuk kita nonton iklan
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QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
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QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
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QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.
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C U next week
;)
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