MARKETING MANAGEMENT12th edition

Pertemuan 6 Pasar Konsumen dan Pasar Bisnis

Kotler

Keller

Emerging Trends in Consumer Behavior

Metrosexual Straight urban man who enjoys shopping and using grooming products

6-2

Apa yang Mempengaruhi Perilaku Konsumen?Faktor Budaya

Fakor Sosial

Faktor Personal

6-3

Budaya

Determinan dasar dari keinginan dan perilaku seseorang yang diperoleh dari proses sosialisasi dengan keluarga dan institusi kunci lainnya

6-4

Sub budayaNasionalitas Agama Kelompok Rasial Wilayah Georgrafis Minat Khusus6-5

Kelas SosialUpper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers6-6

Karakteristik dari Kelas Sosial Memiliki perilaku yagn cenderung sama Menentukan posisi yagn superior atau inferior Bisa dikategorikan ke dalam suatu kelompok atau variabel (pekerjaan, penghasilan, kemakmuran) Berubah sepanjang waktu

6-7

Faktor Sosial

Kelompok Referensi

Keluarga

Peran Sosial

Status

6-8

Kelompok ReferensiMembership groups Primary groups Secondary groups Aspirational groups Dissociative groups6-9

Keluarga Orientasi Keluarga Agama Politik Ekonomi Kebiasaan Keluarga Perilaku Pembelian Harian

6-10

Peran dan Status

Sejauhmana status seseorang dikaitakan dengan berbagai pekerjaan yang berbeda?

6-11

Faktor PersonalUsia Konsep Gaya Hidup Nilai Tahapan Siklus Hidup Pekerjaan Kemakmuran Kepribadian

6-12

Model Perilaku Konsumen

6-13

Proses Kunci Psikologis

Motivasi

Percepsi

Pembelajaran

Memori

6-14

MotivasiMaslows Hierarchy of Needs

Freuds Theory

Herzbergs Two-Factor Theory Behavior is guided by satisfiers and dissatisfiers6-15

Perilaku dipacu Perilaku didorong oleh kebutuhan oleh motivasi yang terendah, dibawah alam dan tidak sadar terpenuhi

Maslows Hierarchy of Needs

6-16

Herzbergs Two-Factor Theory

6-17

PerceptionSelective Attention Selective Retention Selective Distortion Subliminal Perception6-18

Figure 6.3 Dole Mental Map

6-19

Encoding Brand Associations

6-20

Figure 6.4 Consumer Buying ProcessProblem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior6-21

Problem Recognition

6-22

Sources of Information

Personal

Commercial

Public

Experiential

6-23

Figure 6.5 Successive Sets

6-24

Evaluation of Attributes Table 6.3

6-25

Figure 6.6 Stages between Evaluation of Alternatives and Purchase

6-26

Non-compensatory Models of Choice Conjunctive Each brand must meet minimum cutoff standard on attribute A and attribute B and attribute C, etc. Lexicographic Chose brand that has the best performance on most important criterion. Elimination-by-aspects Eliminate brands that do not meet minimum standards of performance.6-27

Perceived RiskFunctional Physical Financial Social Psychological Time6-28

Figure 6.7 How Customers Use and Dispose of Products

6-29

Other Theories of Consumer Decision MakingInvolvement Elaboration Likelihood Model Low-involvement marketing strategies Variety-seeking buying behavior Decision Heuristics Availability Representativeness Anchoring and adjustment

6-30

Mental Accounting Consumers tend to Segregate gains Integrate losses Integrate smaller losses with larger gains Segregate small gains from large losses

6-31

Marketing Debate

Is Target Marketing Ever Bad?Take a position: 1. Targeting minorities is exploitative. 2. Targeting minorities is a sound business practice.

6-32

Marketing Discussion

What are your mental accounts?Do you have rules you employ in spending money? Do you follow Thalers four principles in reacting to gains and losses?

6-33