Matakuliah : O0362 – Perilaku Konsumen
Tahun : Genap 2009/2010
Konsep Consumer Behavior
Pertemuan 01
Consumer Behavior
•
the study of individuals, groups, or
organizations and the processes they use to
select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy
needs and the impacts that these processes
have on the consumer and society.
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Definition
…the study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas or
experiences to satisfy needs and desires (Solomon, p. 7).
Key Concepts
Processes
Select,Purchase,
Use, Dispose
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Individuals/Groups
Products, Services,
Ideas, Experiences
WHY STUDY CONSUMER
BEHAVIOR?
(Micro) Marketing Implications
– Marketing Concept
– Market Segmentation
– Influencing Product/Service
Choices
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WHY STUDY CONSUMER BEHAVIOR?
(Macro) Societal Implications
• Understanding
Popular
Culture--e.g.,
Jackie Chan, Nike
• Understanding Consumer Culture around
the World--e.g., Christmas as a Global
Holiday
• How does Marketing Affect Consumers?-e.g., Happiness, Envy, Materialism
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WHY STUDY CONSUMER BEHAVIOR?
Why Else?
– An Increasingly Significant Part of
Human Behaviour
– Understanding Our Own Consumption
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IS THIS CONSUMER BEHAVIOUR?
• A man buys groceries at a supermarket
• A woman reads ads for used cars
• A couple takes a honeymoon trip to
Victoria Falls
• A corporation orders office supplies
• A couple buys a gift for their child “from
Santa Claus”
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IS THIS CONSUMER BEHAVIOUR?
• A couple makes a contribution to a
charity
• A professional sports team signs a player
to a contract
• A girl trades a used hat for a scarf
• Two collectors swap postage stamps
• An artist creates a painting
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MULTIPLE INFLUENCES ON CONSUMER
BEHAVIOR
Demographic
And household
structure
Needs, emotions,
Values and
personalities
Purchase and
Use behavior
Regulatory
Policy:
To protect
Consumers
Understanding
Consumer
Behavior
Marketing
Policy:
Group
Influences
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Information,
Processing and
Decision making
To satisfy
Target
Consumer
needs
CONSUMER BEHAVIOR AND
MARKETING STRATEGY
MARKET
ANALYSIS
MARKETING
STRATEGY
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MARKET
SEGMENTATION
CONSUMER
DECISION
PROCESSES
OUTCOMES
MARKETING IMPACT ON CONSUMERS
Popular
Culture
Public
Policy
Impact on
Consumers
Marketing
Ethics
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Global
Marketing
ETHICAL STANDARDS OF CONDUCT
No
Disguised
Selling
Reject
HighPressure
Sales
Disclose
All Risks
Some
Guidelines
Don’t
Mislead
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Identify
Costs
• Class Discussion
•Q/A
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