GP5-Behavior.ppt 1123KB Jun 23 2011 10:28:38 AM

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Mata Kuliah Geografi Pemasaran (GP-5)

Triarko nurlambang

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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,

(3)

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

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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

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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

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•

Perspektif Pengambilan Keputusan

•

Perspektif Eksperiental

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Interdisciplinary

Influences on

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CUSTOMER VALUE HIERARCHY MODEL

Desired Customer Value

Customer Satisfaction

With Received Value

Customer goals

And purposes

Implementation

Through legislation

Desired policy

Attributes and manifesto

Promises

Attribute-based

satisfaction

Consequence-based

satisfaction

(10)

Hierarchy of Effects Model

Movement

Toward purchase

Movement

Toward purchase

Promotion or advertising

Example of type of

Relevant to various steps

Example of type of

Promotion or advertising

Relevant to various steps

Co native: the realm of motives. Ads stimulate or direct desires

Affective: the realm of emotion Ads change attitudes and feelings

Cognitive: the realm of thoughts. Ads provide information and facts.

Point-of-purchase Retail store ads deals

“last chance" offers price appeals Testimonial

Competitive ads argumentative copy

“Image” copy

Status glamour appeals

Announcements Descriptive copy Classified ads Slogans Jingles Skywriting Teaser campaigns Purchases Conviction Preference Liking Knowledge Awareness

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Mendorong Pelanggan Untuk Memilih

(Model Hipotesis)

Tahap

Model

AIDA

Model

Hirarki Efek

Model

Inovasi Adopsi

Model

Komunikasi

Tahap

kognitif

Perhatian

Kesadaran

Pengetahuan

Kesadaran

Keterbukaan

Penerimaan

Respon kognitif

Tahap

Pengaruh/ Sikap

Minat

Keinginan

Kesukaan

Preferensi

Keyakinan

Minat

Evaluasi

Sikap

Maksud

Tahap

perilaku

Tindakan

Pembelian

Percobaan

Adopsi

(12)

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.

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Simulasi Simulasi

Pemasaran Lainnya

Produk Ekonomi

Harga Teknologi

Tempat Politik

Promosi Budaya

Karakteristik Proses Pengambilan

Pembeli keputusan Pembeli

Budaya Masalah pengenalan

Sosial Mencari Informasi

Personal Alternatif Evolusi

Psikologi Pengambilan

(14)

Budaya

Sub-Budaya

Klas Sosial

Sosial

Kelompok

Acuan

Keluarga

Personal

Umur dan gaya

hidup

Situasi ekonomi

dan pekerjaan

Psikologi

Motivasi

Persepsi

Belajar

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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)

Dissonance- Reducing Buyer

Behavior

Membutuhkan kajian/perhatian yang

seksama walaupun

tidak/ sedikit

sekali ditentukan oleh merk,

misalnya membeli karpet.

Kebiasaan belanja sehari-hari

(Habitual Buying Behavior)

Tidak membutuhkan kajian khusus dan

tidak terlalu terpengaruh oleh merk,

misalnya belanja rempah-rempah,

garam

.

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 Low Involvement

Significant Differences Complex Buying Behav. Variety- seeking Buying Behav.

between brands

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Suspects

Prospects

First Time

Customers

Repeat

Customers

Clients

Members

Advocates

Partners

Inactive or

ex-customers

Disqualified

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Suspects

Prospects

Customers

Clients

Advocates

Partners

Profit Starts

here

Includes all buyers of the

product/ service (anaware of

your organization

Potential customers who

attraction on your organization

A one-off purchase of your product

who has no feelings of your company

A repeat customers who have positive

feelings of loyality of your organization

Clients who actively support your

organization by recommending it to others

(18)

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Place

B

erkaitan

dengan

lokasi dan

integrasi

antara

masyarakat,

budaya dan

alam

Setiap manusia (normalsense) memiliki

sense of place

Perkembangan

sense of place

seseorang:

•

Fisik

(20)

Declarative component

:

pengetahuan akan makna obyek dan tempatnya

Relational and configurational

hubungan keruangan (

spatial relationship

)

diantara pengembangan obyek dan

tempatnya

Procedural knowledge

(21)

Environmental

cognition

Spatial

Cognition

Cognitive

mapping

Mental Maps

Suatu proses transformasi psikologis yang

diharapkan, disimpan,

recalls

dan

decodes

information

tentang lokasi dan atribut dari

satu fenomena kejadian kehidupan sehari-hari

.

Social Mapping

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Spatial

Imagination

Values

Cognitive Space

Affective Space

Conative

Psychologi

cal

transforma

tion

Cognitive

Affective

Conative

Spatial

Behavior

Practices

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Lingkungan

Situasi Perilkau Konsumen

Demografis

Perubahan populasi dan nilai-nilai budaya dari variasi

kelompok demografis

Ekonomi

Faktor-faktor yang mempengaruhi sentimen economi

konsumen dan pola tabungan serta pengeluaran

Alam

Reaksi konsumen terhadap perubahan cuaca, bencana

alam , dsb.

Teknologi

Difusi inovasi teknologi dan reaksi konsumen

terhadap perubahan teknologi; misalnya peralatan

yang ‘user-friendly’.

Politik

Dampak penerapan hukum, aturan main dan

peraturan bagi konsumen.

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Creating Value Through

Quality and

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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

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Theory Segue: Buyer Readiness Stages

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Attitude

Behavior

(27)

Market

Integrated

marketing

Profits through

customer

satisfaction

Customer

needs

(b) The marketing concept

Factory

products

Existing

Selling and

promotion

Profits through

sales volume

Starting

point

Focus

Means

Ends

(a) The selling concept

(28)

TYPICAL MARKETING

EXCHANGE PROCESS

Company

Consumer

(29)

Exchange and Transactions

•

Exchange

involves obtaining a desired

product from someone by offering something

in return.

(30)

Customer Delivered Value

Total Customer

Value

Total Customer

Cost

Product Value

Service Value

Personnel Value

Image value

Monetary cost

Time cost

Energy cost

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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.*

(32)

Customer Equity

•

How Much Is

(33)

Customer Equity

Lifetime Value of a Loyal Customer.

•

Revenue Stream

.

Price/unit * Total expected lifetime purchases

•

Income Stream

.

(34)

•

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.

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Quality

•

Quality

is the

totality of features

and characteristics

of a product or

service that bear on

its ability to satisfy

stated or implied

needs.

(36)

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)

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Garvin’s 8 dimensions of quality

•

Performance

•

Features

•

Reliability

•

Conformance (to standards)

•

Durability

•

Serviceability

•

Aesthetics

(38)

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.

(39)

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.

(40)

Satisfied Customers:

•

Are loyal longer

•

Buy more (new products & upgrades)

•

Spread favorable word-of-mouth

•

Are more brand loyal (less price

sensitive)

•

Offer feedback

(41)

Perceive

d

Quality

Customer

Expectations

Perceived

Value

Satisfaction

Customer

Complain

ts

Custome

r

Loyalty

(42)

Customer

Expectations

Word of

Mouth

Personal

Needs

Past

Experience

External

Communications

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