Why is it important for companies to
understand consumer motivation?
Consumer Decision Model
MARKETING
STRATEGY
INDIVIDUAL
DIFFERENCES
1.
2.
3.
4.
5.
6.
Motivation
Personality
Information
Processing &
Perception
Learning Process
Knowledge
Attitude
DECISION
PROCESS
Problem Identification
Information Search
Alternative Evaluation
Purchasing &
Satisfaction
IMPLICATION
ENVIRONMENTAL
FACTORS
1. Culture
2. Social-Economy
3. Family &
Household
4.
Reference Group
5. Situation
Demographics,
Psychographics, and
Personality
Karakteristik Demografi












Usia
Agama
Suku Bangsa
WNI Keturunan
Pendapatan
Jenis Kelamin
Status Pernikahan
Jenis Keluarga
Pekerjaan
Lokasi
Jenis Rumah Tangga
Kelas Sosial
Sumber: Sumarwan, hal. 198
Sample Geodemographic Clusters
BLUE BLOOD ESTATES
•0.8% of United States households
•Predominant employment: Professional
•Elite super-rich families
•Key education level: College grads
•Adult age range: 35-44, 45-54, 55-64
Characteristics: America’s wealthiest suburbs are populated by
established executives, professional, and heirs to “old money.” These
people are accustomed to privilege and live in luxury, often surrounded by
servants. A tenth of this group are multimillionaires. The next level of
affluence is a sharp drop from this pinnacle. Blue blood estate people
belong to a country club, own mutual funds ($10,000+), purchase a car
phone, watch TV golf, and read business magazines.
continued
MID-CITY MIX
•1.3% of United States households
•Predominant employment: Service, white-collar
•African American Singles and families
•Key educational level: High school, some college
•Adult age range: 35-54
Characteristics: These individuals and families are geographically
centered in the Northeast and Great Lakes regions. They are above
average ethnic diversity and a mix of white- and blue-collar employment.
These rowhouse neighborhoods on the urban fringe are two-thirds black
and have a high incidence of college enrollment. They go to pro
basketball games, have veterans life insurance, eat canned hashes, listen
to religious/gospel music, and read fashion/sports magazines.
continued
GRAY COLLARS
•2.1% of United States households
•Adult age range: 55-64, 65+
•Median household income: $31,400
•Aging couples in inner suburbs
Characteristics: For nearly two decades, we read about the decline of the
Great Lakes industrial “Rust Belt,” Decimated by foreign takeovers in the
steel and automobile industries, the area lost a million jobs. Although
most of the kids left, their highly skilled parents stayed and are now
benefiting from a major U.S. industrial resurgence. They buy 1950’s
nostalgia, own CDs, eat canned cooked hams, listen to radio football, and
read health/fitness magazines.
continued
YOUNG INFLUENTIALS
•1.1% of United States households
•Predominant employment: Professional, white-collar
•Upwardly mobile singles and couples
•Key education level: College grads
•Adult age range: 24, 25-34
Characteristics: This cluster is dubbed the “Young Urban Professional.”
Before getting married they were the educated, high-tech, metropolitan
sophisticates, the “swingers” and childless live-in couples, whose double
incomes bought the good life in Boomtown U.S.A. They are the last of
the Yuppies. They go to college basketball games, have an American
Express card, often drink imported beer, listen to progressive rock radio,
and read style/fashion magazines.
continued
SHOTGUNS AND PICKUPS
•1.6% of United States households
•Predominant employment: Blue-collar, farm
•Rural blue-collar workers and families
•Key education level: High school grade school
•Adult age range: 35-44, 45-54
Characteristics: The least affluent of the “Country Families” clusters,
members of this group are found in the Northeast, the Southeast, in the
Great Lakes and Piedmont industrial regions. They lead the “Country
Families” group in blue-collar jobs; the majority are married with schoolage children. They are church-goers who also enjoy bowling, hunting,
sewing, and attending auto races, smoke pipe tobacco, have medical loss
of income insurance, drink Canadian whisky, listen to country radio, and
read hunting/car & truck magazines.
Source: Courtesy of Claritas Inc. (PRIZM and 62 Cluster nicknames are registered
trademarks of Claritas Inc.). Reprinted by permission.
Segmen Anak Indonesia
30
25
%
20
15
10
5
0
Self
Determined
Sluggish Kid
Obedient Kid
Happy Jolly
Kids
Reliant Kids
Sumber: Sumarwan hal. 201
Pendidikan Penduduk Berusia >15 tahun
Sensus 2000 - 141,2 juta Orang
36%
40%
35%
30%
25%
19%
20%
19%
14%
1 5%
1 0%
8%
5%
2%
2%
Diploma
Universitas
0%
Tidak
Sekolah
Tidak Tamat
SD
SD
SMP
SMA
Sumarwan hal. 202
Jumlah Penduduk di Indonesia Sensus 2000
203,456 juta orang
Kalimant an
5%
Sulawesi
7%
M aluku, Ir ian
2%
B ali, N T
5%
Jawa
60%
Sumat er a
21%
Personality
Defined:
Consistent responses to environmental stimuli
(Blackwel)
Personality is the set of unique psychological
characteristics that consistently influences the way
a person responds to situations in the environment
(Solomon)
The Nature of Personality
• Personality reflects individual
differences
• Personality is consistent and enduring
• Personality can change
Personality’s Influence on Behavior
Basic
Motives
P
E
R
S
O
N
A
L
I
T
Y
Behavioral
Tendencies
Personality is expected to moderate
the effect of motives on behavior
Basic Personality Theories
Individual
Trait
Factor
Psycho
Analytical
Social Influence
Social
Psychological
Theories of Personality
• Freudian psychoanalytic theory
– Unconscious needs or drives are at the heart of
human motivation
• Neo-Freudian socio-psychological theory
– Social relationships are fundamental to the
formation and development of personality
• Trait theory
– Quantitative approach to personality as a set of
psychological traits
Freudian Psychoanalytic Theory
ID
Seeks Immediate Gratification
EGO
Controls the ID’s impulses to direct
behavior in a socially accepted manner
Super- Ego
An internal representation of norms,
rules and regulations
A Representation of the Interrelationships
among the Id, Ego, and Superego
ID
System 1
EGO
System 3
Gratification
SUPEREG
O
System 2
Freudian Theory and
“Product Personality”
• Consumer researchers using Freud’s
personality theory see consumer
purchases as a reflection and extension
of the consumer’s own personality
Personality
Socio-Psychological Theory
Recognizes interdependence of the
individual and society-- individual
strives to meet needs of society and
society helps individual attain goals
Social variables (rather than
biological instinct) are most important
in shaping personality
Horney’s Theory
• Using the context of child-parent
relationships, individuals can be
classified into:
– Compliant individuals
– Aggressive individuals
– Detached individuals
Compliant
Personality
The compliant person is
one who moves toward
others e.g., one who
desires to be loved,
wanted, and appreciated
by others.
Aggressive
Personality
The aggressive person is
one who moves against
others (e.g., competes
with others).
Detached
Personality
The detached person is
one who moves away
from others (e.g., who
desires independence,
self-sufficiency, and
freedom from
obligations).
Trait Theory
Orientation is primarily quantitative or
empirical
Trait theorists concerned with the
construction of personality tests that
enable them to pinpoint individual
differences
Individual Personality
Theories:
Trait - Factors
Enduring distinctions in one’s personality are
called traits.
Thus, differences between individuals can be
viewed simply as their differences in traits.
Emphasis is on individual, internal characteristics
or traits and therefore presumes consistent
differences among individuals on those traits that
can be measured ---The situation is ignored.
ITA
RINI
Gender
Usia
Pekerjaan
Status
Wanita
26
Manajer
Menikah
Wanita
28
Manajer
Menikah
Majalah
Kendaran
Tabungan
Credit card
Kosmetik
Sepatu
Makan siang
Musik
Arloji
Jeans
Kartini
Toyota Kijang
Taplus BNI
Tidak ada
Sari Ayu
Groupi
McD, Wendys
Yuni Shara, Chrisye
Seiko
Levis, Tira
Femina
Baleno
BCA, Bank Niaga
Citibank Visa, Master
Christian Dior
Etienne Aigner
Kafe
Elton John
Movado
Calvin Klein, Guess
Rhenal Kasali, hal. 224
Lifestyle Concepts
Lifestyle: patterns in which people
live and spend time and money
Reflects their activities, interests,
and opinions
Since lifestyles change readily,
marketers must keep research
methods and marketing strategies
current
Lifestyles can affect which goods
are sold and how positioned
Lifestyle Concepts
Psychographics: an operational
technique to measure lifestyles
Can be used in qualitative and
quantitative research methods
Demographics focus more on who
buys products; psychographics
focus on why they buy
AIO measures: activities, interests,
and opinions
AIO Categories of Lifestyle Studies
Activities
Interests
Opinions
Work
Hobbies
Social Events
Vacation
Entertainment
Community
Shopping
Sports
Volunteering
Family
Home
Job
Community
Recreation
Fashion
Food
Media
Achievements
Social Issues
Politics
Themselves
Business
Economics
Education
Products
Future
Culture
A Portion of an AIO Inventory Used to
Identify Techno-Road-Warriors
Instructions: Please read each statement and place an “x” in the box that best
indicates how strongly you “agree” or “disagree” with the statement.
I feel that my life is moving faster and faster,
sometimes just too fast.
Agree
Completely
Disagree
Completely
[1] [2] [3] [4] [5] [6] [7]
If I could consider the “pluses” and “minuses,”
technology has been good for me.
[1] [2] [3] [4] [5] [6] [7]
I find that I have to pull myself away from e-mail.
[1] [2] [3] [4] [5] [6] [7]
Given my lifestyle, I have more of a shortage of
time than money.
[1] [2] [3] [4] [5] [6] [7]
I like the benefits of the Internet, but I often don’t
have the time to take advantage of them.
[1] [2] [3] [4] [5] [6] [7]
I am generally open to considering new practices
and new technology.
[1] [2] [3] [4] [5] [6] [7]
A Hypothetical Psychographic Profile
of the Techno-Road-Warrior
•Goes on the Internet 6-plus times a week
•Sends and/or receives 15 or more e-mail messages a
week
•Regularly visits Web sites to gather information and/or
to comparison shop
•Often buys personal items via 800 numbers and/or over
the Internet
•May trade stocks and/or make travel reservations over
the Internet
•Earns $100,000 or more a year
•Belongs to several rewards programs (for example,
frequent flyer programs, hotel programs, rent-a-car
programs)
Selected Psychographic/Demographic Characteristics of the
PC Magazine Subscriber
DEMOGRAPHICS
SEX (BASE 990)
Men
Women
AGE
Under 25
25 - 34
35 - 44
45 - 54
55 - 64
65 or older
Mean age
Percent
86
13
5
18
29
31
12
5
44.1
PSYCHOGRAPHICS Percent
USE A COMPUTER
100
At home
96
At work
89
On vacation/traveling
46
SELECTED USE OF
COMPUTER
Word Processing
96
Connect to Internet
86
E-mail
84
For work
80
Accounting/record keeping 75
Reference
68
Recreation/games
66
continued
DEMOGRAPHICS
EDUCATION
Some college or less
Graduate college
Education beyond
college graduate
Percent
27
27
46
EMPLOYMENT STATUS
Employed by someone else 68
Self-employed
21
Other
11
PSYCHOGRAPHICS Percent
PORTABLE DEVICES USES
WHEN TRAVELING ON
BUSINESS
Laptop/notebook
computer
57
Cellular phone
47
Beeper or pager
30
Personal Digital Assistant/
electronic organizer
14
continued
DEMOGRAPHICS
Percent
OCCUPATION/BUSINESS
DEPT.
Computer relatedprofessional
22
Senior or corporate
management
16
Engineering-related
professional
13
Administrative/
manufacturing,
accounting, finance,
purchasing, advertising,
marketing, sales
26
Others
23
PSYCHOGRAPHICS Percent
TRAVEL FOR
BUSINESS/PLEASURE
Business Travel
5 or more days per month 31
5 or more nights away
from home per month
17
Pleasure/Vacation Travel
15 or more days per year 37
Mean number of days
per year
15.5
MEMBER OF
FREQUENT FLYER
PROGRAMS
90
continued
DEMOGRAPHICS
Percent
INCOME
Under $30,000
7
$30,000 - $49,999
15
$50,000 - $74,999
24
$75,000 - $99,999
19
$100,000 or more
24
Mean income
$87,700
PRIMARY RESIDENCE
Own
74
Rent
18
Other
3
No answer
5
PSYCHOGRAPHICS Percent
FINANCIAL SERVICES
Currently own
Mutual funds
48
Stocks
44
Bonds
24
Life insurance/annuities
44
Currently use
Brokerage services
36
On-line investment
services
16
Retirement/financial
planning
41
continued
RESPONSE OF SELECTED
CONSUMER
PSYCHOGRAPHIC
STATEMENTS
Percent
Research before choose
brand of new product
to buy
Other people ask my opinion
about which computer
products to buy
Usually buy products based
on quality, not price
Prefer products that are
latest in new technology
Among group I am one of
first to try new product
41
41
26
26
19
SELECTED
SPORTS/ACTIVITES
PLAYED/PARTICIPATED IN
PAST YEAR
Percent
Walking/running/jogging 63
Exercise/fitness/weight
training
44
Bicycling
7
Swimming
37
Golf
27
Fishing
23
Boating/sailing
19
Skiing
19
Tennis
14
Continued
HOBBIES/OTHER ACTIVITIES
PARTICIPATED IN
Percent
Listen to music
77
Reading
61
Going to movies
60
Surfing the Internet
50
Games-videos on
computer
48
Gardening
32
Going to the theater
32
Cooking
30
Photography
30
Collecting stamps/coins
11
Sewing needlecraft
6
Source: 1997 Lifestyles Study, PC
Magazine Subscriber Study, Ziff-Davis,
Inc., June 1997.
Values And Lifestyle System
VALS2™ captures consumers’
attitudes and values by measuring how
strongly they agree or disagree with
various phrases
Classifications of self-orientations:
Principle oriented: make purchases
based on their principles not others’
Status oriented: heavily influenced by
others’ beliefs, opinions, and views
Action oriented: buy to affect environment and seek activity, variety, and risk
SRI Consulting’s Values
and Lifestyle System
(VALSTM)
ACTUALIZERS
High Resources
Principle Oriented Status Oriented Action Oriented
FULFILLEDS
BELIEVERS
ACHIEVERS EXPERIENCERS
STRIVERS
STRUGGLERS
MAKERS
Low Resources
VALSTM 2 Segments and Participation in
Selected Sports
Percent of adults in each VALS 2 type who participated in selected sports in 1995.
Actualizers
Experiencers
Achievers
Makers
Fulfilleds
Strivers
Believers
Strugglers
0
2
Mountain/rock climbing
4
6
8
10
Jet skiing/wave running/water biking
12
14
Inline skating
Size of Each VALSTM Segment as Percent
of the United States Population
VALSTM
Actualizer
Fulfilled
Believer
Achiever
Striver
Experiencer
Maker
Struggler
SEGMENT
PERCENT OF
POPULATION
11.7%
10.5
17.0
14.7
11.8
12.9
12.0
9.5
8 Segmen Gaya Hidup Masyarakat Perkotaan di
Indonesia
PT Surindo Utama, 1995
Pleasure Seeker
High Profile
Achievement
The Attention The Socialites
Seekers 17%
11%
The Anxious
6%
The Affluent
15%
Pleasure
Seekers 20%
The Loners
10%
The Achievers
14%
The Pusher
6%
Low Profile
Kasali, hal, 242
6 Kelompok Segmen Gaya Hidup
Susianto, 1993
Hura-hura
Hedonis
Rumahan
Sportif
Kebanyakan
Orang untuk Orang Lain
Thank you