Mengapa dalam pemasaran kita perlu mempelajari perilaku konsumen?

1. Mengapa dalam pemasaran kita perlu mempelajari perilaku konsumen?

2. Motivation

3. Consumer Decision Model MARKETING STRATEGY • INDIVIDUAL • DIFFERENCES • Motivation • Personality • Information • Processing & • Perception • 4. Learning Process • 5. Knowledge • 6. Attitude DECISION PROCESS Problem Identification Information Search Alternative Evaluation Purchasing & Satisfaction • ENVIRONMENTAL • FACTORS • Culture • Social-Economy • Family & • Household • Reference Group • Situation IMPLICATION

4. Pertanyaan • Mengapa Anda mengambil S1? • Mengapa memilih kuliah di STIE Perbanas? • Apa yang ingin Anda capai selama kuliah di STIE Perbanas? • Setelah kuliah selama ini, apakah sesuai dengan harapan Anda?

5. Model of the Motivation Process Learning Unfulfilled needs and wants Tension Drive Behavior Goal or need fulfillment Cognitive processes Tension reduction

6. Motivation • It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services. Blackwell • Solomon definition: “the processes that lead people to behave as they do.” It occurs when a need is aroused that a consumer wants to satisfy. • Utilitarian needs. • Desire to achieve a functional or practical benefit. • Hedonic needs. • Desire to obtain experiential or emotional benefits.

7. Needs are created by a discrepancy between to mental states. • The actual state, which is where we are now. • The desired state, which is where we would like to be.

8. Innate Needs Physiological needs for food, water, air, clothing, shelter, and sex. Also known as biogenic or primary needs.

9. Acquired Needs Needs that are learned in response to one’s culture or environment (such as the need for esteem, prestige, affection, or power). Also known as psychogenic or secondary needs.

10. Do marketers create needs?

11. Goals • Generic Goals • the general categories of goals that consumers see as a way to fulfill their needs • e.g., “I want to buy a vehicle” • Product-Specific Goals • the specifically branded products or services that consumers select as their goals • e.g., “I want to buy a Mercedes”

12. Table 4.1 Means-End Analysis relax red wine hot tub low sugar low calories diet cola cure headaches pain reliever keep teeth toothbrush cleanliness dishwasher kill germs feel happy flowers good health learn about health television mental health books music instrument start day right breakfast good diet apples chicken

13. Kelompokkan produk-produk di bawah ini sesuai dengan motivnya • Education • Greeting card • Insurance • Medicines • Furniture

14. Maslow’s Motive Hierarchy • The Hierarchy of Needs Approach is predicated on four premises. • All humans acquire a similar set of motives through genetic endowment and social interaction. • Some motives are more basic or critical to others. • The more basic motives must be satisfied to a minimum level before other motives are activated. • As the basic motives become satisfied, more advanced motives come into play.

15. Maslow’s Motive Hierarchy • Self-actualization: This involves the desire for self-fulfillment, to become all that one is capable of becoming. • 4.Esteem: Desires for status, superiority, self-respect, and prestige are examples of esteem needs. These needs relate to the individual’s feelings of usefulness and accomplishment. • Belongingness: Belongingness motives are reflected in a desire for love, friendship, affiliation, and group acceptance. • 2.Safety: Feeling physical safety and security, stability, familiar surroundings, and so forth are manifestations of safety needs. They are aroused after physiological motives are minimally satisfied, and before other motives. • 1.Physiological: Food, water, sleep, and to a limited extent, sex, are physiological motives. Unless they are minimally satisfied, other motives are not activated. Advanced Basic

16. Levels of needs in the Maslow hierarchy

17. Problem with Maslow’s Hierarchy • Simplistic Gardening: • I like the work in the soil • I feel safe in the garden • I can share my produce with others • I can create something of beauty • My garden gives me sense of peace • May not be consistent across culture “Mangan ora mangan asal ngumpul”

18. Mc Clelland Motivation Theory • Need for Achievement The need to experience emotion in connection with evaluated performance • Need for Affiliation The need to be with people • Need for Power Need to have control or influence over another person, group or the world at large Mobile phone? Shopping mall? Personal web? Loud boom boxes radio? Higher education?

19. Purchase Motives • Why do you consume particular products? • Manifest Motives are those that are consciously known and freely admitted. • Latent motives are either unknown or not likely to be admitted by the consumer? • Manifest and Latent motives in prospective Cadillac buyers.

20. Latent and Manifest Motives In a Purchase Situation A large car is more comfortable It will demonstrate that I’m successful Purchase a Cadillac It’s a high-quality car that performs well A number of my friends drive a Cadillac It’s a powerful, sexy car and itwill help make me powerful and sexy The linkage between behavior and motives that are known and freely admitted The linkage between behavior and motives that are either unknown or are such that the consumer is reluctant to admit or reveal them

21. Motivational Research Qualitative research designed to uncover consumers’ subconscious or hidden motivations. The basic premise of motivational research is that consumers are not always aware of, or may not wish to renewal, the basic reasons underlying their actions.

22. Freud’s Theory of Motivation • Freud assumes that real psychological focus shaping people’s behavior are largely unconscious. • He sees the person as repressing many urges in the process of growing up and accepting social rules. • These urge are never eliminated or perfectly controlled, they emerge in dreams, in slips of the tongue, in neurotic behavior.

23. Selected Product Personality Profiles Uncovered by Motivational Research Baking An expression of femininity and motherhood, baking evokes pleasant nostalgic memories of the odors pervading the house when one’s mother was baking. To man, a woman is subconsciously and symbolically going through the act of giving birth when baking a cake, and the most fertile moment occurs when the baked product is pulled out of the oven. Ice Cream Ice cream is associated with love and affection. It derives particular potency from childhood memories, when it was given to a child for being “good” and withheld as an instrument of punishment. people refer to ice cream as something they “love” to eat. Ice cream is a symbol of abundance; people prefer round packaging with an illustration that runs around the box panel because it suggests unlimited quantity.

24. continued Power Tools Power tools are a symbol of manliness. They represent masculine skill and competence and are often bought more for their symbolic value than for active do-it-yourself application. Ownership of a good power tool or circular saw provides a man with feelings of omnipotence. Beer For most people, beer is an active, alive sensuous beverage that provides the drinker with a feeling of security. People generally describe the beer they like as “alive,” “foamy,” and “sparkling,” and disliked brands as “flat,” “dead,” or “stale.”

25. Dichter’s list of Consumption Motives

26. Motivation and Marketing Strategy • Segmenting • Positioning