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Kuliah I Consumer Behavior; An Overview

Kuliah I Consumer Behavior; An Overview. Michael R. Solomon 8 th edition. Consumer behavior is a process.

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Kuliah I Consumer Behavior; An Overview

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  1. Kuliah IConsumer Behavior;An Overview Michael R. Solomon 8th edition

  2. Consumer behavior is a process • Consumer behavior is the study of the processes involved when individuals or groupsselect, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. •  Discuss each highlighted word

  3. Stages in the consumption process Consumers’ Perspective Marketer’s Perspective

  4. Segmenting Consumers • Demographic Dimensions • Age • Gender • Family Structure • Social Class and Income • Race and Ethnicity • Geography • Beyond Demographics : Lifestyles

  5. Demographic Segmentation • Age • Sex/gender • Income/Expenditure • Education • Occupation • + cohort segmentation • Ethnic group • Religion • Family lifecycle Market Segmentation Categories • Geographic Segmentation • Region : Provinces • City size : Kota ibukota, kotamadya, desa • Density : Urban, Sub-urban, Rural • Climate : hot, cool, mountain, coastland

  6. AN OVERVIEW OF THE FAMILY LIFE CYCLE AND BUYING BEHAVIOR

  7. Behavior Segmentation Use-related • Usage level/rate/volume • Awareness status • Brand loyalty • Product user • Location • Person • Situation Benefit segmentation • Convenience • Social acceptance • Economy • Quality • Psychographic Segmentation Lifestyle segmentation : Lifestyle dimensions • A-I-O + D • Activities • Interests • Opinions • Demographics

  8. The Meaning of Consumption • People buy products for • What they do • What they mean • Relationships between consumers and product: • Self concept attachment : the product helps to establish user’s identity • Nostalgic attachment: the product links with past self • Interdependence : the product is a part of the user’s daily routine • Love : the product elicits emotional bonds of warmth , passion or other strong emotions.

  9. The Global Consumer • Growing urban centers • Global consumer culture : unite people all over the world by common devotion to brand names, movie stars, celebrities, leisure activities, multinational companies. • Virtual consumption and the power of crowds/communities

  10. Do Marketers Manipulate Consumers? • Do marketers create needs? -Needs and wants • Are advertising and marketing necessary? • Do marketers create miracles?

  11. Two Issues of Consumer Behavior BRIGHT ISSUES • Consumerism • Consumer Research • Social Marketing • Green Marketing DARK ISSUES • Consumer Terrorism • Addictive Consumption • Compulsive Consumption • Consumed Consumers • Prostitutes • Organ, blood, hair donors • Babies for sale • Illegal Activities • Consumer theft and fraud • Anticonsumption : deliberately deface or mutilate products.

  12. Interdisciplinary Influences on the Study of Consumer Behavior Disciplinary Focus Product role Perception, learning, and memory process Psychological adjustment Allocation of individual and family resources Behavior of individuals as members of social groups Social institutions and group relationships Consumers’ relations with the marketplace Verbal and visual communication of meaning Measurable characteristics of a population Societal changes over time Society’s beliefs and practices • Experimental Psychology • Clinical Psychology • Microeconomics • Social Psychology • Sociology • Macroeconomics • Semiotics • Demography • History • Cultural Anthropology

  13. Reading Assignment : Chapter 2 • Review Questions : no. 4, 5, 8, 13 • Discuss : no. 1, 3 • Apply : 7, 8

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