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Analyzing Consumer Markets

and Buyer Behavior

TKI 334 Marketing Management:

Ronald Sukwadi, ST,MM

Jurusan Teknik IndustriUniversitas Katolik Indonesia Atma Jaya

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RoNaLd$ Buyer Behaviour 2

Consumer BehaviorThe field ofConsumer Behavior:

studies how individuals, groups, and

organizations select, buy, use, and disposeof goods, services, ideas, or experiences to

satisfy their needs and desires.

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RoNaLd$ Buyer Behaviour 3

Buyer Behaviour Model

Rangsangan

Pemasaran

-Produk

-Harga

-Tempat

-Promosi

Rangsangan

lain

-Ekonomi

-Teknologi

-Politik

-Budaya

Karakteristik

Pembeli-Budaya

-Sosial

-Pribadi

-Psikologis

Proses Keputusan Pembeli

-Pengenalan mslh

-Pencarian inf.

-Evaluasi

-Keputusan

-Perilaku pasca beli

Keputusan Pembeli

-Pilihan produk

-Pilihan merk

-Pilihan penyalur

-Waktu pembelian

-Jumlah Pembelian

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RoNaLd$ Buyer Behaviour 4

How and Why Consumers BuyBuying behavior is influenced by:

Cultural factors

Social factors

Personal factors

Psychological factors

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RoNaLd$ Buyer Behaviour 5

How and Why Consumers BuyInfluence Factors

Cultural Social

Personal

Psychological

Exert broadest and

deepest influence

Culture Subculture

Social classes

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RoNaLd$ Buyer Behaviour 6

How and Why Consumers BuyInfluence Factors

Cultural Social

Personal

Psychological

Reference groups

Membership

Primary vs. secondary

Aspirational vs. dissociative Family

Social roles and statuses

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RoNaLd$ Buyer Behaviour 7

How and Why Consumers Buy

Influence Factors

Cultural Social

Personal

Psychological

Age

Stage in life cycle

Occupation

Economic circumstances

Lifestyle

Personality

Self-concept

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RoNaLd$ Buyer Behaviour 8

How and Why Consumers Buy

Influence Factors

Cultural Social

Personal

Psychological

Motivation

Perception

Learning

Beliefs

Attitudes

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RoNaLd$ Buyer Behaviour 9

Consumer Buying Decision Process

In addition to understanding how these factors

influence consumers, marketers must identify

and understand: Who makes the buying decision

The types of buying decisions

The stages in the buying process

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RoNaLd$ Buyer Behaviour 10

Consumer Buying Decision Process

Understand

Buying roles Buying behavior

Buying decision

process

Initiator

Influencer

Decider

Buyer

User

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RoNaLd$ Buyer Behaviour 11

Consumer Buying Decision Process

Understand

Buying roles Buying behavior

Buying decision

process

Complex buying behavior

Dissonance-reducingbuying behavior

Habitual buying behavior

Variety-seeking buyingbehavior

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RoNaLd$ Buyer Behaviour 12

Consumer Buying Decision Process

Understand

Buying roles Buying behavior

Buying decision

process

Problem recognition

Information search

Evaluation of alternatives Purchase decision

Postpurchase behavior

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RoNaLd$ Buyer Behaviour 13

Consumer Buying Decision Process

Postpurchase Behavior:

Consumers expectations are compared to

performance Postpurchase satisfaction influences future

behavior

Purchasing behavior

Word-of-mouth communications

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RoNaLd$ Buyer Behaviour 14

Consumer Buying Decision Process

Marketers should attempt to influence and

monitor postpurchase behavior

Postpurchase communications reduce dissonance,returns, and order cancellations

Talk with customers to discover new uses for existing

products

Investigate methods of product disposal