manajemen pemasaran_chapter 6.ppt

8/14/2019 Manajemen Pemasaran_Chapter 6.ppt

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ANALYZING CONSUMER MARKETS

Presented bySony Kusumasondjaja, SE., MCom.


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What Influences Consumer Behavior?

CULTURAL FACTORS

SOCIAL FACTORS

PERSONAL FACTORS


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CULTURAL FACTORS

CULTURE

fundamental determinant of a persons wants andbehavior

SUBCULTURE

more specific identification and socialization(nationality, religion, racial groups, geographicregions)

SOCIAL CLASSrelatively homogenous and enduring divisions in asociety and whose members share similar values,interests, and behavior


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Characteristics of Social Classes

Those within each class tend to behave morealike than persons from different classes

Persons are perceived as occupying inferior orsuperior positions according to social class

Social class is indicated by a cluster ofvariables (occupation, income, education, value

orientation) rather by any single ones Individuals can move up or down the social-

class ladder during their lifetimes


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SOCIAL FACTORS

REFERENCE GROUP

FAMILY

SOCIAL ROLES & STATUS


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REFERENCE GROUPS

RG consists of all the groups that have a director indirect influence on his/her attitudes orbehavior

Membership Groups (Primary & Secondary)

Aspirational & Dissociative Groups

Opinion Leader


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PERSONAL FACTORS

AGE & STAGE IN LIFE-CYCLE

OCCUPATION & ECONOMICCIRCUMSTANCES

PERSONALITY & SELF-CONCEPT

LIFESTYLE & VALUES


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KEY PSYCHOLOGICAL FACTORS

MOTIVATION

PERCEPTION

LEARNING MEMORY


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MOTIVATION


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PERCEPTION

The process by which an individual selects,organizes, and interprets information inputs to

create a meaningful picture of the world Perceptions can vary widely among individuals

exposed to the same reality

In marketing, perceptions are more importantthan the reality


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LEARNING

Learning involves changes in an individualsbehavior arising from experience


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THE BUYING DECISION PROCESS


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Level of Consumer Involvement

HIGH INVOLVEMENT PRODUCT

LOW INVOLVEMENT PRODUCT


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Low Involvement Marketing Strategy

Link the product to some involving issues

Link the product to some personal situation

Design advertising to trigger strong emotionsrelated to personal values

Add an important feature


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VARIETY-SEEKING BEHAVIOR

Low involvement but significant branddifferences

It is not because of dissatisfaction Solutions:

Dominating the shelf space (Market Leader)

Offering low price or discounts (Challenger)

manajemen pemasaran_chapter 6.ppt

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