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Consumer Behaviour A n I n t r o d u c t i o n

Consumer Behaviour Producer / SellerBuyerPrinciple ofMarketingConsumerBehaviourLearn about behaviour, attitude, style, characteristics, life style, and purchasing power of your consumer ; how to match / adjust / re-new your marketing strategy with your consumer behaviour

The CB Grading Policy Group presentation 1 40 %

- Group presentation 250 %

Mid test10 %

Class Schedule for CB Session #01: IntroductionSession #02: Consumer life style Session #03: Consumer trend Session #04: Matching strategy with CBSession #05: Group presentation task #1Session #06: Group presentation task #1Session #08: Consumer online behaviour Session #09 - 13: Group presentation task #2

Requirements for CBMastering your skills on :

Principle of Management Principles of Marketing

Customers vs Consumers CUSTOMERS

People that spend their money TO BUY your productCONSUMERS

people who did not buy the product, but going to enjoy itThe buying Roles The buying Roles

The buying Roles when you fully understand the roles of the customer buying, then you can set :

4P & STP Your ads layout & its placement Name / brand of your product

The Advanced SegmentationE ClassD ClassC ClassBC ClassB ClassAB ClassA Class

The Advanced SegmentationEvery company define its own characteristics of the class chosen.Example : Our target market is B ClassExplanation : B Class is male / female, age 20 35 years old, have income 5 10 million IDR / month, go to the mall once a week & spend IDR 500.000, hi-tech, etc.The Advanced SegmentationE ClassD ClassC ClassBC ClassB ClassAB ClassA Class Choose the lowest price Focus on function Dont care for brand / quality Choose the best from low to middle price Aware about brand Looking for the best Dont like to be imitated Price is not a problem Brand is priority Wanna to be number one Choose the best from middle to high price Brand is more important than function

The Advanced SegmentationThere are no fixed rules about segmentation. It means, For one product, customer stay in one class, for another product, they can move to other classes. The Advanced Segmentation

The Advanced Segmentation

kampus.okezone.com/read/2011/07/30/373/486189/inilah-kampus-swasta-termahal-di-indonesia E ClassD ClassC ClassBC ClassB ClassAB ClassA ClassFunctionSocial ImageQualityPriceSegmentation measurementThe Advanced BrandE ClassD ClassC ClassBC ClassB ClassAB ClassA ClassUse traditional method, orUse commodity / product with no brandAny brand that cheap, and match with their budget.Top rated brand, that used by few people.( Use English as your brand is a must )

Popular Brand that used by many people.( Use English or Indonesia as your brand )The Advanced BrandE ClassD ClassC ClassBC ClassB ClassAB ClassA Class

Case : Telecommunication

The Advanced BrandCase : When D & E class forced to use brand with copycat

The Advanced BrandCase : When D & E class forced to use brand with copycat

Selling

Marketing

Branding

VSVSProfit

CustomerSatisfactionCustomerSatisfactionProfit

CustomerLoyaltyProfit

The ComparisonFive human senses

Which do you use to influence your customers?Five human senses Sight

Five human senses touch

Five human senses hearing

Five human senses Taste

Five human senses Smell

Individual AssignmentChoose a product, then analyze it on :

Advanced segmentationAdvanced brand (comparison)Products promotion based on five human senses