Download - Consumer Behaviour
![Page 1: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/1.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
1
Analyzing Consumer Behaviour
Pertemuan ke 4
Dosen : Shinta Rahmani, SE., M.Si
![Page 2: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/2.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
2
ANALYZING CONSUMER BEHAVIOR
FACTORS INFLUENCING CONSUMER BEHAVIOR BUYING ROLES TYPES OF BUYING BEHAVIOR THE BUYING DECISION PROCESS
![Page 3: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/3.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
3
FACTORS INFLUENCING CONSUMER BEHAVIOR
CULTURAL FACTORS: Culture Sub-culture Social Class
SOCIAL FACTORS: Reference groups Family Roles & statuses
![Page 4: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/4.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
4
FACTORS INFLUENCING FACTORS INFLUENCING CONSUMER BEHAVIOR(2)CONSUMER BEHAVIOR(2)
PERSONAL FACTORS Age and Life-Cycle Stage Occupation Economic Circumstances Lifestyle Personality & Self-concept
![Page 5: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/5.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
5
FACTORS INFLUENCING CONSUMER BEHAVIOR (3)
PSYCHOLOGICAL FACTORS
Motivation Learning Perception Beliefs & Attitudes
![Page 6: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/6.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
6Hierarki Kebutuhan Maslow
Kebutuhan Fisiologis
Kebutuhan Keamanan
Kebutuhan Sosial
Kebutuhan Penghargaan
Kebutuhan Aktualisasi diri
![Page 7: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/7.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
7
Buying Role
INITIATOR: The first person to suggest the idea of buying.
INFLUENCER: A person whose views impact the buying decision.
DECIDER: The person who decides on what, when & where to buy the product or service.
BUYER: The actual purchaser. USER: The person who uses/consumes the
product or service.
![Page 8: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/8.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
8
TYPES OF BUYING BEHAVIOR
DEGREE OF INVOLVEMENT
LOWHIGH
DEGREE OFDIFFERENCESIN BRANDS
HIGH
LOW
COMPLEXBUYINGBEHAVIOR
DISSONANCE-REDUCINGBUYINGBEHAVIOR
VARIETY-SEEKINGBUYINGBEHAVIOR
HABITUALBUYINGBEHAVIOR
![Page 9: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/9.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
9
THE BUYING DECISION THE BUYING DECISION PROCESSPROCESS
Problem/need Recognition Information Search Evaluation Of Alternatives Purchase Decision Postpurchase Behavior
![Page 10: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/10.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
10
PROBLEM/NEED PROBLEM/NEED RECOGNITIONRECOGNITION
From Internal Stimuli: Hunger Thirst Fear
From External Stimuli: Neighbor’s Purchases Advertisements Window Shopping Newspapers & Magazines
![Page 11: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/11.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
11
INFORMATION SEARCHINFORMATION SEARCH
From Personal Sources:
Family Friends Neighbors Acquaintances
From Commercial Sources:
Advertisements Dealers Salespersons Packaging Displays
![Page 12: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/12.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
12
INFORMATION SEARCH INFORMATION SEARCH (CONTD)(CONTD)
From Commercial Sources: Advertisements Dealers Salespersons Packaging Displays
![Page 13: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/13.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
13
INFORMATION SEARCH INFORMATION SEARCH (CONTD)(CONTD)
From Public Sources:
Mass Media Chambers of
Commerce Consumer Rating
Magazines
From Experiential Sources:
Handling the Product
Examining the Product
Using the Product
![Page 14: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/14.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
14
EVALUATION OF EVALUATION OF ALTERNATIVESALTERNATIVES Successive Sets in Consumer Decision-
Making: Total Set Awareness Set Consideration Set Choice Set Buying Decision
(continued)
![Page 15: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/15.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
15
PURCHASE DECISIONPURCHASE DECISION Interfering Factors: Attitudes of Others: Opposing and intense
opinions of family members, close friends and acquaintances
Unanticipated situational factors: Changes in income, job transfer, loss of employment, change of priority e.g. sudden payment of educational fees etc.
![Page 16: Consumer Behaviour](https://reader035.vdocuments.mx/reader035/viewer/2022080209/545808d1af7959de728b5ef4/html5/thumbnails/16.jpg)
Marketing Source : Principle of Marketing, Philip Kotler
16
POST PURCHASE BEHAVIOR
Post purchase Satisfaction: Keep the Product Store the Product Convert to a Second Use Post purchase Dissatisfaction: Try to return the product/take legal recourse Rent it Get rid of it/Throw it