Cb decision process
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CONSUMERS Decision Process
P r e s e n t e d b y S u g i h a r t o
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Having it where you need it
having it when you need it
is when someone does something for another
person
Forms
Task
Time
Place
Possession
is when somebody makes something
having it, being able to use it, or ride it, drink it,
wear it, operating it, work for it etc.
Product Influence
Factors
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Consumers Decision Process
Consumer Behavior Basic Philosophy
Seorang konsumen akan melakukan pilihan
terbaik dengan cara memaksimumkan
kepuasan atau utilitasnya dan kendala yang dihadapinya hanyalah:
Product Price
Personal Earning
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Post purchase
Behaviors
Marketing
stimuli
Other
stimuli
Search of
Information
Problems
recognition
Purchasing
Behaviors
Alternative
Evaluation
4P
Economy
Technology
Political
Cultural
Consumers Decision Process Influencing Behavior
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Product Choice
Brand Choice
Dealer Choice
Purchase Timings
Product Amounts
Consumers Decision Process Purchasing Behavior
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Consumers Decision Process Influencing Factors of Purchasing Behavior
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Consumers Decision Process Influencing Factors of Purchasing Behavior Cultural Factors
Cultural Values
Culture is the most basic cause of a
person’s wants and behavior
Sub - Cultural
groups of people with share values and can
include nationalities, religions, racial
groups, or groups of people sharing the
same geographical location
Social Class
It is measured as a combination of occupation,
income, education, wealth and other variables.
# Any type of cultural can create a substantial and distinctive market segment of its own
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Consumers Decision Process Influencing Factors of Purchasing Behavior Social Factors
such as the groups to which the customer belongs
and social status. In a group, several individuals
may interact to influence the purchase decision.
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Consumers Decision Process Influencing Factors of Purchasing Behavior
Social Factors The typical roles in such a group decision
can be summarized as follows:
Decider
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Ages
Lifestyles
Occupation and Circumstances
Role and Status
Personality and Self Concept
Consumers Decision Process Influencing Factors of Purchasing Behavior
Personal Factors
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Consumers Decision Process Influencing Factors of Purchasing Behavior
Psychological Factors
Learning
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Why People
BUY Still presented by
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Marketers spend millions of dollars trying to
understand why people buy products and services.
WHY People Buy The Reasons
Sometimes it seems
that there is no
reason for a
purchase, but in
reality there is always
a reason
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
WHY People Buy The Reasons Many factors are involved in a
customers' buying decision, any
one of which can become the
deciding factor, such as:
Conspicuous Consumption
For the purpose of
displaying wealth /
social status
Preference for buying
increases with price
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
The Desire to buy something nobody else
has; preference for buying increases with
rarity or scarcity
Snob Effect
WHY People Buy The Reasons
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Desire to buy
something
everybody else is
buying
WHY People Buy The Reasons
Band wagon Effect
Preference for
buying increases
with perceived
popularity.
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
3500
IDR
WHY People Buy The Reasons
To enhance their lifestyle or to fulfill two of Maslow's needs:
physiological (food, shelter) and Safety and Security
Economy
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
This is the study of how
people interact with their
environment, products are
consumed to enhance
their well being
WHY People Buy The Reasons
Psychological
For example air
fresheners, furniture and convection ovens.
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Consumers
purchase products
because they need
them to survive,
such as shoes and
medicine.
WHY People Buy The Reasons
Practical
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Is the opposite of
practical, purchasing products
that are not necessary
impractical WHY People Buy The Reasons
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Purchases are
made with logical, thought out
reasoning.
products are
purchased for foolish or absurd
reasons.
Irrational
Rational
WHY People Buy The Reasons
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Purchasing products
based on researched
reports.
Factual
WHY People Buy The Reasons
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Purchasing products
based on feelings :
Buy to satisfy a need
(for a reason)
Buy to satisfy a want
(for a desire)
Practical
WHY People Buy The Reasons
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
The Application of Consumers Motive
Theories in Marketing Strategy
For Segmenting
For Positioning
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Still presented by Sugiharto, SH. MM
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
For example, a student buying a
favorites hamburger would recognize
the need (hunger) and go right to the
purchase decision, skipping
information search and evaluation
Buying Behaviors Routine Purchase
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Buying Behaviors The Buying Process starts with The Need Recognition
The Buyer Responds to
a Marketing Stimulus
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
An “aroused”
customer then
needs to decide
how much
information (if any)
is required
If The Need is Strong
If the need is strong
and there is a
product or service
that meets the need close to hand
then a Purchase
decision is likely to be
made If Not the process of
information search begins
Buying Behaviors The Buying Process starts with The Need Recognition
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Buying Behaviors The A customer can obtain information from several sources:
The usefulness and influence of these sources of information will vary by product and by customer
Public Sources
The challenge for the marketing team
is to identify which information
sources are most influential in their
target markets.
© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011
Any Question ? THANK YOU
For LISTENING
Consumer Decision Process
Presented by
Sugiharto, SH. MM
Re-programmed
Presentation created by
ugik013 Presentation Pro
Images provided by
Personal collections
Closing theme performed by
F4 ‘Can’t Help Falling in Love’
Lilo and Stitch the movie
E-mail: [email protected]
STIE GICI Business School
© 2011