MINGGU KE IV

1. DASAR-DASAR PEMASARAN MINGGU KE IV • Pokok Bahasan: • Pengertian Pasar Konsumen • Model Perilaku Konsumen • Faktor2 yang Mempengaruhi Perilaku Konsumen • Proses kepuasan pembelian • Tipe-tipe perilaku pembelian Tujuan Instruksional Khusus: • Menjelaskan Karakteristik Pasar Konsumen. • Menjelaskan Model Perilaku Konsumen. • Menjelaskan Faktor2 Apa Saja yang Dapat mempengaruhi Perilaku Pembelian Konsumen. • Menjelaskan tahapan proses pembelian • Menjelaskan 4 tipe perilaku pembelian DASAR2 PEMASARAN

2. Chapter 6 Consumer Markets and Consumer Buying Behavior DASAR2 PEMASARAN

3. Consumer Buying Behavior • Consumer Buying Behavior refers to the buying behavior of final consumers -individuals & households who buy goods and services for personal consumption. • All these consumers make up the consumer market. • The central question for marketers is: • “How do consumers respond to various marketing efforts the company might use?” DASAR2 PEMASARAN

4. Model of Buyer Behavior (Fig. 5.1) Marketing and Other Stimuli Marketing Product Price Place Promotion Other Economic Technological Political Cultural Buyer’s Black Box Buyer Characteristics Buyer Decision Process Buyer Responses Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount DASAR2 PEMASARAN

5. Culture Sub- culture Social class Cultural Factors Influencing Consumer Behavior (Fig. 5.2) Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho- logical Motivation Perception Learning Beliefs and attitudes Buyer DASAR2 PEMASARAN

6. Factors Affecting Consumer Behavior: Culture Culture is the set of basic values, perceptions, wants and behaviors learned loy a member of society from family & other important institutions • Subculture • Group of people with shared value systems based on common life experiences. DASAR2 PEMASARAN

7. Factors Affecting Consumer Behavior: Culture • Social Class • Society’s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors. • Measured by: Occupation, Income, Education, Wealth and Other Variables. DASAR2 PEMASARAN

8. Factors Affecting Consumer Behavior: Social • Groups • Membership • Reference • Family (most important) • Husband, wife, kids • Influencer, buyer, user Social Factors Roles and Status DASAR2 PEMASARAN

9. Personal Influences Age and Life Cycle Stage Occupation Economic Situation Personality & Self- Concept Lifestyle Identification Activities Interests Opinions Factors Affecting Consumer Behavior: Personal DASAR2 PEMASARAN

10. High Resources Actualizers High inovation Principle Oriented Status Oriented Action Oriented Achievers Fulfilleds Experiencers Believers Strivers Makers Low Resources Low inovation Struggles Vals – Life Style Classifications DASAR2 PEMASARAN

11. Factors Affecting Consumer Behavior: Psychological Motivasi Psychological Factors Affecting Buyers Choices Beliefs and attitudes Perception Learning DASAR2 PEMASARAN

12. Maslow’s Hierarchy of needs Self- actualization needs (self-development and realization) Esteen needs (self-esteen, recognition, status) Social needs (sense of belonging, love) Safety needs (security, protection) Pisiological Needs (hunger, thrist) DASAR2 PEMASARAN

13. Buyer Decision Process (Fig. 5.6) Purchase Decision Postpurchase Behavior Evaluation of Alternatives Information Search Need Recognition DASAR2 PEMASARAN

14. Buyer Decision ProcessStep 1. Need Recognition Buyer Recognizes a problem or a Need Actual State Desired State Needs Arising From: Internal Stimuli – Hunger External Stimuli- Friends State Where the Buyer’s Needs are Fulfilled and the Buyer is Satisfied. DASAR2 PEMASARAN

15. Personal Sources Commercial Sources • Family, friends, neighbors • Most effective source of • information Public Sources • Advertising, salespeople • Receives most • information from these • sources Experiential Sources • Mass Media • Consumer-rating groups • Handling the product • Examining the product • Using the product The Buyer Decision ProcessStep 2. Information Search DASAR2 PEMASARAN

16. The Buyer Decision ProcessStep 4. Evaluation of Alternatives Consumer May Use Careful Calculations & Logical Thinking Consumers May Buy on Impulse and Rely on Intuition Consumers May Make Buying Decisions on Their Own. Consumers May Make Buying Decisions Only After Consulting Others. Marketers Must Study Buyers to Find Out How They Evaluate Brand Alternatives DASAR2 PEMASARAN

17. Unexpected Situational Factors Attitudes of Others The Buyer Decision ProcessStep 5. Purchase Decision • Purchase Intention • Desire to buy the most preferred brand • Purchase Decision DASAR2 PEMASARAN

18. Cognitive Dissonance The Buyer Decision ProcessStep 6. Postpurchase Behavior Satisfied Customer! • Consumer’s • Expectations of Product’s Performance. • Product’s Perceived • Performance. Dissatisfied Customer DASAR2 PEMASARAN

19. High Involvement Low Involvement Significant differences between brands Few differences between brands Types of Buying Decision Behavior (Fig. 5.5) Complex Buying Behavior Variety- Seeking Behavior Dissonance- Reducing Buying Behavior Habitual Buying Behavior DASAR2 PEMASARAN