Mata Kuliah Geografi Pemasaran (GP-5)
Triarko nurlambang
2007
The aim of marketing is to meet and satisfy
target customers’ needs and wants. The field of
consumer behavior studies how individuals,
groups, and organizations select, buy, use and
dispose of goods, services, ideas, or
experiences to satisfy their needs and desires.
Understanding consumer behavior and
“knowing customers” are never simple. (Kotler,
2000, p.160)
Sebagai tindakan yang langsung terlibat dalam
mendapatkan, mengkonsumsi, dan menghabiskan
produk dan jasa, termasuk proses keputusan yang
mendahului dan mengikuti tindakan ini. (Engel, 1992)
The study of the buying units and the exchange
processes involved in acquiring, consuming and
disposing of goods. (Moven and Minor, 2000)
Definition of Consumer
Behavior
The study of processes involved when
individuals or groups select, purchase,
use, or dispose of products, services,
ideas, or experiences to satisfy needs and
desires
 Process
 Exchange
 Players
1. Perilaku konsumen adalah pondasi bagi manajemen pemasaran.
Dapat dimanfaatkan untuk:
a. Merancang marketing mix
b. Merumuskan segment marketplace
c. Merumuskan analisa lingkungan
d. Mengembangkan riset pasar tingkat lanjut
2. Dapat dikembangkan sebagai bahan penting bagi penetapan
kebijakan publik
3. Pemahaman akan perilaku konsumen akan memberi peluang
untuk dapat lebih memantapkan penanganan konsumen
4. Analisa konsumen memberikan pengetahuan bagi pemahaman
akan perilaku konsumen secara keseluruhan
5. Pemahaman perilaku konsumen akan memberikan 3 jenis informasi:
a. Orientasi konsumen
b. Fakta seputar tingkah laku manusia
c. Teori yang dapt membimbing seseorang fokus pada
proses berpikir
• Perspektif Pengambilan Keputusan
• Perspektif Eksperiental
• Perspektif Pengaruh Perilaku
Interdisciplinary
Influences on
Consumer
Behavior
The Wheel of Consumer Behavior
CUSTOMER VALUE HIERARCHY MODEL
Desired Customer Value
Customer Satisfaction
With Received Value
Customer goals
And purposes
Goal-based
satisfaction
Implementation
Through legislation
Consequence-based
satisfaction
Desired policy
Attributes and manifesto
Promises
Attribute-based
satisfaction
Hierarchy of Effects Model
Related
Behaviors dimensions
Movement
Toward purchase
Co native: the realm of motives.
Ads stimulate or direct desires
Purchases
Conviction
Affective: the realm of emotion
Ads change attitudes and feelings
Example of type of
Promotion or advertising
Relevant to various steps
Point-of-purchase
Retail store ads deals
“last chance" offers price appeals
Testimonial
Competitive ads
argumentative copy
Preference
“Image” copy
Status glamour appeals
Liking
Knowledge
Announcements
Descriptive copy
Classified ads
Slogans
Jingles
Skywriting
Awareness
Teaser campaigns
Cognitive: the realm of thoughts.
Ads provide information and facts.
Robert J. Lavidge and Gary A. Steiner, journal of Marketing (October 1961):51
Mendorong Pelanggan Untuk Memilih
(Model Hipotesis)
Tahap
Model
AIDA
Model
Hirarki Efek
Model
Inovasi Adopsi
Keterbukaan
Kesadaran
Tahap
kognitif
Perhatian
Kesadaran
Pengetahuan
Kesukaan
Minat
Tahap
Pengaruh/ Sikap
Penerimaan
Respon kognitif
Minat
Sikap
Evaluasi
Maksud
Preferensi
Keinginan
Keyakinan
Tahap
perilaku
Model
Komunikasi
Percobaan
Tindakan
Pembelian
Adopsi
Perilaku
Pelanggan
Consumer Evolution
Question
Is there a new
economy?
What’s really
changed?
Who do
customers
think they
are?
What is today
‘s business
cycle?
Who’s in
control?
What’s your
REAL value
proposition
Topic
Use of
technology
changes our
psychology
Our perception of
time and space
has changed
Your products
must help people
do things better
Business is cycle
Everything is
global
Commodities
aren’t sustainable
proportions
Theme
Basic business
rules still apply
We are in a
period of
concentration
You can’t
separate yourself
from your
customer
Your business
must operate in
tune with your
customers cycles
Scalable
business can’t
survive in niche
markets
Don’t sell
products, sell
something that
meets a need
Old
psychology
The future is
predictable
Unlimited growth
was the goal of
business
Producers
controlled product
development
Business cycles
were a few years
long
Your could
survive in inches
Market
competitiveness
is based primarily
on price
New
psychology
We live in an
uncertain world
We can’t waste
resources and we
must be future
oriented
Customers need
products which
make them more
effective
There are several
cycles of change
running
simultaneously
To be sustainable
you must be
global
Customers
demand products
which are
effective when
they use them
Business
strategy
Don’t bet on
tomorrow
Retreat to your
core competency
Redo your brand
Get your cycles in
sync with cultural
change
Define a global
market
Find a universal
need; not a fad.
Sumber: Grantham dan Judith, 2002
Karakteristik
Proses Pengambilan
Pengambilan
Keputusan
Pembeli
Simulasi
Simulasi
Pembeli
keputusan Pembeli
Pemasaran
Lainnya
Budaya
Masalah pengenalan
Produk
Ekonomi
Sosial
Mencari Informasi
Pilihan merk
Harga
Teknologi
Personal
Alternatif Evolusi
Tempat
Politik
Psikologi
Pengambilan
Pilihan
pemasok
Promosi
Budaya
keputusan Membeli
Purnabeli
Pilihan Produk
Pilihan waktu
pembelian
Pilihan jumlah
harga
Budaya
Sosial
Personal
Psikologi
Budaya
Kelompok
Acuan
Motivasi
Persepsi
Belajar
Sub-Budaya
Keluarga
Klas Sosial
Umur dan gaya
hidup
Situasi ekonomi
dan pekerjaan
Kepercayaan dan
sikap
Kebiasaan membeli yang kompleks
Ada tiga tahapan proses, yaitu pertama
membangun keyakinan akan produk, kedua
membangun sikap terhadap produk yang
bersangkutan dan terakhir menentukan pilihan
secara seksama. MIsalnya membeli barang
mahal dan bermerk (branded item)
Kebiasaan belanja sehari-hari
(Habitual Buying Behavior)
Tidak membutuhkan kajian khusus dan
tidak terlalu terpengaruh oleh merk,
misalnya belanja rempah-rempah,
garam.
Few Differences
Between brands
Membutuhkan kajian/perhatian yang
seksama walaupun tidak/ sedikit
sekali ditentukan oleh merk,
misalnya membeli karpet.
Kebiasaan belanja yang dipengaruhi oleh
merk (Variety- Seeking Buy Behav)
Tidak membutuhkan kajian khusus tetapi
sangat dipengaruhi oleh merk, misalnya
membeli alat kosmetik, barang-barang fashion.
High Involvement
Significant Differences
between brands
Dissonance- Reducing Buyer
Behavior
Complex Buying Behav.
Dissonance-reducing
Buying Behavior
Low Involvement
Variety- seeking Buying Behav.
Habitual Buying Behavior
Suspects
Prospects
Disqualified
prospect
First Time
Customers
Repeat
Customers
Inactive or
excustomers
Clients
Members
Advocates
Partners
Partners
Clients who actively support your
organization by recommending it to others
Profit Starts
here
Potential customers who attraction
on your organization
Stronger form of customer – supplier
relationship (create mutual benefit)
Advocates
Clients
Customers
A repeat customers who have positive
feelings of loyality of your organization
A one-off purchase of your product
who has no feelings of your company
Prospects
Suspects
Includes all buyers of the
product/ service (anaware of
your organization
Pengenalan
problem
(kebutuhan)
Mencari
informasi
Evaluasi
alternatif
IBM
IBM
IBM
Apple
Apple
Apple
Dell
Dell
Dell
HP
HP
Toshiba
Toshiba
Compaq
Compaq
NEC
Sony, dll
Keputusan
membeli
?
Purnabeli
Setiap manusia (normalsense) memiliki sense of place
Perkembangan sense of place seseorang:
•Fisik
Jenis kelamin, umur,
kesehatan, kemampuan
finansial
•Psikologis
Nilai/kepercayaan,
keturunan, keperibadian
•Pengalaman/
pengetahuan
Tingkat pendidikan,
sosialisasi
Place
Berkaitan
dengan
lokasi dan
integrasi
antara
masyarakat,
budaya dan
alam
Declarative component:
pengetahuan akan makna obyek dan tempatnya
Relational and configurational
hubungan keruangan (spatial relationship)
diantara pengembangan obyek dan
tempatnya
Procedural knowledge
menggambarkan proses perkembangan perubahan
obyek dalam konteks keruangan
Sense of Place
Environmental
cognition
Spatial
Cognition
Cognitive
mapping
Mental Maps
Social Mapping
Suatu proses transformasi psikologis yang
diharapkan, disimpan, recalls dan decodes
information tentang lokasi dan atribut dari satu
fenomena kejadian kehidupan sehari-hari.
Spatial
Imagination
Values
Cognitive Space
Affective Space
Conative
Spatial
Behavior
Cognitive
Psychologi
cal
transforma
tion
Affective
Conative
Practices
Spatial arrangement / Tata Ruang
Lingkungan
Situasi Perilkau Konsumen
Demografis
Perubahan populasi dan nilai-nilai budaya dari variasi
kelompok demografis
Faktor-faktor yang mempengaruhi sentimen economi
konsumen dan pola tabungan serta pengeluaran
Reaksi konsumen terhadap perubahan cuaca, bencana
alam , dsb.
Difusi inovasi teknologi dan reaksi konsumen
terhadap perubahan teknologi; misalnya peralatan
yang ‘user-friendly’.
Dampak penerapan hukum, aturan main dan
peraturan bagi konsumen.
Ritual, nilai, kebiasaan, dan norma dari sebuah
budaya. Bagaimana konsumen dipengaruhi oleh
Ekonomi
Alam
Teknologi
Politik
Budaya
budaya tersebut
Creating Value Through
Quality and
Customer Satisfaction
Value and Satisfaction
 What is value?
 What are five things a marketer can do to
increase the value of the offering?
 Value is a ratio between what the customer gets
and what he gives.
 Raising benefits, reducing costs, raising benefits
and reducing costs, raising benefits by more
than the raise in costs, or lowering benefits by
less than the reduction in costs.
Theory Segue: Buyer Readiness Stages
Awareness
Awareness
Knowledge
Liking
Preference
Attitude
Conviction
Behavior
High versus low involvement?
Purchase
Customer Delivered Value
Starting
point
Focus
Means
Ends
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
(a) The selling concept
Market
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction
(b) The marketing concept
TYPICAL MARKETING
EXCHANGE PROCESS
Product
Company
Revenue
Consumer
Exchange and Transactions
• Exchange involves obtaining a desired
product from someone by offering something
in return.
• Transaction involves at least two things of
value, agreed-upon conditions, a time of
agreement, and a place of agreement.
Customer Delivered Value
Total Customer
Value
Total Customer
Cost
Product Value
Monetary cost
Service Value
Time cost
Personnel Value
Energy cost
Image value
Psychic Cost
If we want to know what a business is, we have to start with its
purpose. And its purpose must lie outside the business itself. In
fact, it must lie in society since a business enterprise is an organ
of society.
There is one valid definition of business
purpose:
to create a customer.*
*
Peter F. Drucker, The Practice of Management (New York: Harper & Row,
12954), p. 37.
Customer Equity
• How Much Is
A Customer
Worth
Customer Equity
Lifetime Value of a Loyal Customer.
• Revenue Stream.
Price/unit * Total expected lifetime purchases
• Income Stream.
Margins/unit * Total expected lifetime purchases
How does an organization create a customer?
• Identifying customer needs
• Designing goods and services that meet those needs
• Communicating information about those goods and
services to prospective buyers
• Making the goods or services available at times and
places that meet customers’ needs
• Pricing goods and services to reflect costs, competition,
and customers’ ability to buy
• Providing for the necessary service and follow-up to
ensure customer satisfaction after the purchase*
*Joseph P. Guiltianan and Gordon W. Paul, Marketing Management, 6th ed. (New York: McGraw-Hill,
1996), pp. 3-4.
Quality
#1
• Quality is the
totality of features
and characteristics
of a product or
service that bear on
its ability to satisfy
stated or implied
needs.
Five Possible Definitions
of Quality
• Innate Excellence. (You know it when
you see it)
• Product-Based. (The more, the better)
• User-Based. (Quality is what the
customer says it is)
• Manufacturing-Based. (Conformance to
standards)
• Value-Based. (Excellence for the money)
Garvin’s 8 dimensions of quality
•
•
•
•
•
•
•
•
Performance
Features
Reliability
Conformance (to standards)
Durability
Serviceability
Aesthetics
Perceived quality (Image)
CUSTOMER SATISFACTION
Satisfaction is a person’s
feelings of pleasure or
disappointment resulting from
comparing a product’s perceived
performance (or outcome) in
relation to his or her
expectations.
Service Quality Dimensions
• Tangibles :
The physical facilities, equipment,
and appearance of personnel.
• Reliability :
Ability to perform the promised
service dependably and accurately.
• Responsiveness :
Willingness to help
customers and provide prompt service.
• Assurance :
Knowledge and courtesy of
employees and their ability to inspire trust and
confidence.
• Empathy:
Caring, individualized attention the
firm provides its customers.
Satisfied Customers:
•
•
•
•
Are loyal longer
Buy more (new products & upgrades)
Spread favorable word-of-mouth
Are more brand loyal (less price
sensitive)
• Offer feedback
• Reduce transaction costs
Model of Customer Satisfaction
Perceived
Quality
Customer
Complaints
Perceived
Value
Customer
Expectations
Customer
Satisfaction
Customer
Loyalty
HOW CUSTOMERS FORM EXPECTATIONS
Personal
Needs
Past
Experience
Word of
Mouth
External
Communications
Customer
Expectations
New Product Acceptance