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8/9/2019 Dasar-dasar Marketing

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DASAR2 PEMASA Minggu 04

Chapter 6Chapter 6

onsu er Markets an"onsu er Markets an"onsu er Bu&ing Beha ioronsu er Bu&ing Beha ior


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onsu er Bu&ing Beha ioronsu er Bu&ing Beha ior re/ers to the)u&ing )eha ior o/ 0na# onsu ers-in"i i"ua#s 2 househo#"s 3ho )u& goo"san" ser i es /or 'ersona# onsu 'tion.A## these onsu ers ake u' theonsu er arket.+he entra# 4uestion /or arketers is:

56o3 "o onsu ers res'on" to ariousarketing e7orts the o 'an& ightuse89


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Mo"e# o/ Bu&er Beha ior %ig.*.1;

Marketingan"


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%a tors In?uen ing

onsu er Beha ior%ig. *.!;

So ia#

Re/eren egrou's

%a i#&

Ro#esan"

status

So ia#

Re/eren egrou's

%a i#&

Ro#esan"

status

Persona#

Age an"#i/e- & #e

< u'ationE ono isituation

@i/estePersona#it&

an"se#/- on e't

Persona#Age an"#i/e- & #e

< u'ationE ono isituation

@i/estePersona#it&an"

se#/- on e't

Ps& ho-#ogi a#

Moti ationPer e'tion

@earning

Be#ie/s an"attitu"es

Ps& ho-#ogi a#

Moti ationPer e'tion

@earning


Bu&er

Bu&er

u#ture

Su)-u#ture

So ia##ass

u#ture

Su)-u#ture

So ia##ass

u#tura#


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%a tors A7e ting

onsu er Beha ior:u#ture

Su) u#ture

Grou' o/ 'eo'#e 3ith share" a#ue s&ste s)ase" on o on #i/e e>'erien es.

u#ture is the set o/ )asi a#ues 'er e'tions3ants an" )eha iors #earne" #o& ae )er o/ so iet& /ro /a i#& 2other i 'ortant institutions


7/19DASAR2 PEMASA Minggu 04

%a tors A7e ting onsu er

Beha ior: u#ture Social ClassSocial Class So iet&=s re#ati e#& 'er anent

2 or"ere" "i isions 3hosee )ers share si i#ar a#uesinterests an" )eha iors.

Measure" )&: < u'ationIn o e E"u ation ea#th an"



Grou's Me )ershi' Re/eren e

Grou's Me )ershi' Re/eren e

%a i#& ost i 'ortant;

6us)an" 3i/e ki"s In?uen er )u&er user

%a i#& ost i 'ortant;

6us)an" 3i/e ki"s In?uen er )u&er user

Ro#es an" StatusRo#es an" Status

So ia# %a torsSo ia# %a tors

%a tors A7e tingonsu er Beha ior:So ia#



Persona# In?uen esPersona# In?uen es

Age an" @i/e& #e Stage

Age an" @i/e& #e Stage < u'ation< u'ation

Persona#it& 2 Se#/-on e't

Persona#it& 2 Se#/-on e't

E ono iSituation

E ono iSituation

A ti itiesA ti ities InterestsInterests

@i/este I"enti0 ation@i/este I"enti0 ation



Vals Life StyleVals Life StyleClassi cationsClassi cations

%u#0##e"s A hie ers E>'erien ers

Stri ersBe#ie ers Makers

Prin i'#e




@earning

Moti asi

Per e'tion

Ps& ho#ogia#

%a torsA7e ting

Bu&ers

hoi es

%a tors A7e ting onsu erBeha ior: Ps& ho#ogi a#



Maslows Hierarchy ofMaslows Hierarchy ofneedsneeds

Pisio#ogi a# Nee"sPisio#ogi a# Nee"shunger thrist;hunger thrist;

Sa/et& nee"sSa/et& nee"sse urit& 'rote tion;se urit& 'rote tion;

So ia# nee"sSo ia# nee"ssense o/ )e#ongingsense o/ )e#onging

#o e;#o e;

Esteen nee"sEsteen nee"sse#/-esteen re ognitionse#/-esteen re ognitionstatus;status;

Se#/-Se#/-a tua#iCationa tua#iCation

nee"snee"sse#/-"e e#o' entse#/-"e e#o' entan" rea#iCation;an" rea#iCation;



Bu&er De ision Pro essBu&er De ision Pro ess%ig. *. ;%ig. *. ;

Post'ur has

eBeha ior

Pur haseDe ision

In/or ationSear h

Nee"Re ognition

E a#uationo/A#ternati es



Bu&er De ision Pro essSte' 1. Nee" Re ognition

Bu&er De ision Pro essSte' 1. Nee" Re ognition

Bu&erRe ogniCes a'ro)#e or a

Nee"

State herethe Bu&er=sNee"s are%u#0##e" an" the

Bu&er isSatis0e".

Nee"s Arising%ro :Interna#Sti u#i Hunger

E>terna#Sti u#i-Friends



%a i#& /rien"s neigh)ors Most e7e ti e sour e o/ in/or ation A" ertising sa#es'eo'#e Re ei es ost

in/or ation /ro thesesour es

Mass Me"ia onsu er-rating grou's

6an"#ing the 'ro"u t E>a ining the 'ro"u t Using the 'ro"u t

Persona# Sour esPersona# Sour es

o er ia# Sour eso er ia# Sour es

Pu)#i Sour esPu)#i Sour es

E>'erientia# Sour esE>'erientia# Sour es

+he Bu&er De ision Pro ess

Ste' !. In/or ation Sear h



onsu er Ma& Use are/u#a# u#ations 2 @ogi a# +hinking

onsu er Ma& Use are/u#a# u#ations 2 @ogi a# +hinking

onsu ers Ma& Bu& on I 'u#se an"Re#& on Intuition

onsu ers Ma& Bu& on I 'u#se an"Re#& on Intuition

onsu ers Ma& Make Bu&ing De isionson +heir



Pur hase IntentionDesire to )u& the ost 're/erre" )ran"

Pur hase IntentionDesire to )u& the ost 're/erre" )ran"

Pur hase De isionPur hase De ision

Une>'e te"Situationa#

%a tors

Attitu"es o/



+he Bu&er De ision Pro essSte' . Post'ur hase Beha ior

onsu er=sE>'e tations o/ Pro"u t=s Per/or an e.

Pro"u t=s Per ei e"Per/or an e.

Dissatis0e" usto er

Satis0e" usto erF

- o g n

i t i . e

D i s s o n a n 1 e

- o g n

i t i . e

D i s s o n a n 1 e



6ighIn o# e ent

Signi0 ant"i7eren es

)et3een)ran"s

%e3"i7eren es

)et3een)ran"s

@o3In o# e ent

ypes of !uying "ecisionypes of !uying "ecision!eha&ior (Fig. ).)*!eha&ior (Fig. ).)*

o '#e>

Bu&ingBeha ior

Variet&-

SeekingBeha ior

Dissonan e-Re"u ing Bu&ing

Beha ior

6a)itua#Bu&ing

Beha ior

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