gp5 behavior

8/13/2019 GP5 Behavior

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Mata Kuliah Geografi Pemasaran (GP-5)

Triarko nurlambang2007


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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 andknowing customers are never simple. (Kotler,

2000, p.160)


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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 theexchange

processesinvolved in acquiring, consuming anddisposing of goods. (Moven and Minor, 2000)


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Definition of Consumer

BehaviorThe study of processes involved whenindividuals or groups select, purchase,use, or dispose of products, services,

ideas, or experiences to satisfy needs anddesires

Process Exchange

Players


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1. Perilaku konsumen adalah pondasi bagi manajemen pemasaran.

Dapat dimanfaatkan untuk:

a. Merancang marketing mixb. Merumuskan segment marketplace

c. Merumuskan analisa lingkungan

d. Mengembangkan riset pasar tingkat lanjut2.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 manusiac. Teori yang dapt membimbing seseorang fokus pada

proses berpikir


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Perspektif Pengambilan Keputusan

Perspektif Eksperiental

Perspektif Pengaruh Perilaku


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Interdisciplinary

Influences on

Consumer

Behavior


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The Wheel of Consumer Behavior


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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

Goal-based

satisfaction


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Hierarchy of Effects Model

RelatedBehaviors dimensions

MovementToward purchase

Example of type ofPromotion or advertisingRelevant to various steps

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

Affective: the realm of emotionAds change attitudes and feelings

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

Point-of-purchaseRetail store ads dealslast chance" offers price appealsTestimonial

Competitive adsargumentative copy

Image copyStatus glamour appeals

AnnouncementsDescriptive copyClassified adsSlogansJinglesSkywriting

Teaser campaigns

Purchases

Conviction

Preference

Liking

Knowledge

Awareness

Robert J. Lavidge and Gary A. Steiner,journal of Marketing (October 1961):51


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Mendorong Pelanggan Untuk Memilih

(Model Hipotesis)

TahapModel

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 TindakanPembelian

Percobaan

Adopsi

Perilaku

Pelanggan


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Consumer EvolutionQuestion Is there a new

economy?

Whats really

changed?

Who do

customers

think they

are?

What is today

s business

cycle?

Whos in

control?

Whats your

REAL value

proposition

Topic Use oftechnology

changes our

psychology

Our perception oftime and space

has changed

Your productsmust help people

do things better

Business is cycle Everything isglobal

Commoditiesarent sustainable

proportions

Theme Basic businessrules still apply

We are in a

period of

concentration

You cant

separate yourself

from your

customer

Your business

must operate in

tune with your

customers cycles

Scalable

business cant

survive in niche

markets

Dont 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 cant waste

resources and wemust be future

oriented

Customers need

products whichmake them more

effective

There are several

cycles of changerunning

simultaneously

To be sustainable

you must beglobal

Customers

demand productswhich are

effective when

they use them

Business

strategy

Dont 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


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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

keputusan Membeli

Purnabeli

Pengambilan

Keputusan

Pembeli

Pilihan Produk

Pilihan merk

Pilihan

pemasok

Pilihan waktu

pembelian

Pilihan jumlah

harga


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Budaya

Budaya

Sub-Budaya

Klas Sosial

Sosial

Kelompok

Acuan

Keluarga

Personal

Umur dan gaya

hidup

Situasi ekonomi

dan pekerjaan

Psikologi

Motivasi

Persepsi

Belajar

Kepercayaan dan

sikap


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Kebiasaan membeli yang kompleks

Ada tiga tahapan proses, yaitu pertama

membangun keyakinan akan produk, keduamembangun 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 yangseksama walaupuntidak/ sedikit

sekali ditentukan oleh merk,

misalnya membeli karpet.

Kebiasaan belanja sehari-hari(Habitual Buying Behavior)

Tidak membutuhkan kajian khusus dantidak terlalu terpengaruh oleh merk,misalnya belanja rempah-rempah,garam.

Kebiasaan belanja yang dipengaruhi olehmerk (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

Few Differences Dissonance-reducing Habitual Buying Behavior

Between brands Buying Behavior


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Suspects

Prospects

First Time

Customers

Repeat

Customers

Cl ients

Members

Advocates

Partners

Inactive or

ex-

customers

Disqualified

prospect


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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 yourorganization by recommending it to others

Stronger form of customersupplier

relationship (create mutual benefit)


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Pengenalan

problem

(kebutuhan)

Mencari

informasi

Pengenalan

problem

(kebutuhan)

Evaluasi

alternatif

Keputusan

membeliPurnabeli

IBM

Apple

Dell

HPToshiba

Compaq

NEC

Sony, dll

IBM

Apple

Dell

HPToshiba

Compaq

IBM

Apple

Dell

?


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Place

Berkaitandengan

lokasi dan

integrasi

antara

masyarakat,budaya dan

alam

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


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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


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Environmental

cognition

SpatialCognition

Cognitive

mapping

Mental Maps

Suatu proses transformasi psikologis yangdiharapkan, disimpan, recallsdan decodes

informationtentang lokasi dan atribut dari satufenomena kejadian kehidupan sehari-hari.

Social Mapping

Sense of Place


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Spatial

Imagination Values

Cognitive Space

Affective Space

Conative

Psychologi

cal

transforma

tion

Cognitive

Affective

Conative

Spatial

Behavior Practices

Spatial arrangement / Tata Ruang


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Lingkungan Situasi Perilkau KonsumenDemografis 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 danperaturan bagi konsumen.

Budaya Ritual, nilai, kebiasaan, dan norma dari sebuah

budaya. Bagaimana konsumen dipengaruhi oleh

budaya tersebut


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Creating Value Through

Quality andCustomer Satisfaction


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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

and reducing costs, raising benefits by morethan the raise in costs, or lowering benefits by

less than the reduction in costs.


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Theory Segue: Buyer Readiness Stages

Purchase

ConvictionPreference

Liking

Knowledge

AwarenessAwareness

Attitude

Behavior

High versus low involvement?


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MarketIntegratedmarketing

Profits throughcustomer

satisfaction

Customerneeds

(b) The marketing concept

FactoryExisting

products

Selling and

promotion

Profits through

sales volume

Startingpoint Focus Means Ends

(a) The selling concept

Customer Delivered Value


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TYPICAL MARKETING

EXCHANGE PROCESS

CompanyConsumer

Product Revenue


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Exchange and Transactions

Exchangeinvolves obtaining a desired

product from someone by offering something

in return.

Transactioninvolves at least two things of

value, agreed-upon conditions, a time of

agreement, and a place of agreement.


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Customer Delivered Value

Total Customer

Value

Total Customer

Cost

Product Value

Service Value

Personnel Value

Image value

Monetary cost

Time cost

Energy cost

Psychic 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 businesspurpose:

to create a customer.*

*Peter F. Drucker, The Practice of M anagement(New York: Harper & Row,12954), p. 37.


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Customer Equity How Much Is

A Customer

Worth


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ustomer EquityLifetime Value of a Loyal Customer. Revenue Stream.

Price/unit * Total expected lifetime purchases

Income Stream.

Margins/unit * Total expected lifetime purchases


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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 andplaces 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.

How does an organization create a customer?


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Quality

Quali tyis the

totality of features

and characteristics

of a product orservice that bear on

its ability to satisfy

stated or impliedneeds.

#1

Fi P ibl D fi iti


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Five Possible Definitions

of Quality

Innate Excel lence. (You know it whenyou see it)

Product-Based. (The more, the better) User-Based. (Quality is what the

customer says it is)

Manufactur ing-Based. (Conformance tostandards)

Value-Based. (Excellence for the money)


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Garvins 8 dimensions of quality

Performance Features

Reliability

Conformance (to standards)

Durability

Serviceability Aesthetics

Perceived quality (Image)


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Satisfactionis a persons

feelings of pleasure or

disappointment resulting fromcomparing a products perceived

performance (or outcome) in

relation to his or herexpectations.

CUSTOMER SATISFACTION


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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

M d l f C S i f i


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PerceivedQuality

CustomerExpectations

PerceivedValue CustomerSatisfaction

CustomerComplaints

CustomerLoyalty

Model of Customer Satisfaction


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CustomerExpectations

Word ofMouth

PersonalNeeds

PastExperience

ExternalCommunications

HOW CUSTOMERS FORM EXPECT TIONS


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d


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New Product Acceptance

gp5 behavior

Documents