TKI 334 Marketing Management:

Analyzing Consumer Markets and Buyer Behavior

Ronald Sukwadi, ST,MM

Jurusan Teknik Industri

Universitas Katolik Indonesia Atma Jaya

Consumer Behavior
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.

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Buyer Behaviour

Buyer Behaviour Model

Rangsangan Pemasaran Rangsangan lain Karakteristik Proses Keputusan Pembeli Pembeli -Budaya -Pengenalan mslh -Sosial -Pencarian inf. -Pribadi -Evaluasi -Psikologis -Keputusan -Perilaku pasca beli

Keputusan Pembeli -Pilihan produk -Pilihan merk -Pilihan penyalur -Waktu pembelian -Jumlah Pembelian

-Produk -Ekonomi -Harga -Teknologi -Tempat -Politik -Promosi -Budaya

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Buyer Behaviour

How and Why Consumers Buy

Buying behavior is influenced by:

Cultural factors Social factors Personal factors Psychological factors

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Buyer Behaviour

How and Why Consumers Buy

Influence Factors

Cultural Social Personal Psychological

Exert broadest and deepest influence Culture Subculture Social classes

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Buyer Behaviour

How and Why Consumers Buy

Influence Factors

Reference groups

Membership

Primary vs. secondary

Cultural Social Personal Psychological

Aspirational vs. dissociative

Family Social roles and statuses

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Buyer Behaviour

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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Buyer Behaviour

How and Why Consumers Buy

Influence Factors

Cultural Social Personal Psychological

Motivation Perception Learning Beliefs Attitudes

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Buyer Behaviour

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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Buyer Behaviour

Consumer Buying Decision Process

Understand

Buying roles Buying behavior Buying decision process

Initiator Influencer Decider Buyer User

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Buyer Behaviour

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Consumer Buying Decision Process

Understand

Buying roles Buying behavior Buying decision process

Complex buying behavior Dissonance-reducing buying behavior Habitual buying behavior Variety-seeking buying behavior

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Buyer Behaviour

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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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Buyer Behaviour

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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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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

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