GP5 Behavior
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Transcript of 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