Mata Kuliah Geografi Pemasaran (GP-5) Triarko nurlambang 2007

The aim of marketing is to meet and satisfy target customers needs and wants. 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. Understanding consumer behavior and knowing customers are never simple. (Kotler, 2000, p.160)

Sebagai tindakan yang langsung terlibat dalam mendapatkan, mengkonsumsi, dan menghabiskan produk dan jasa, termasuk proses keputusan yang mendahului dan mengikuti tindakan ini. (Engel, 1992)

The study of the buying units and the exchange processes involved in acquiring, consuming and disposing of goods. (Moven and Minor, 2000)

Definition of Consumer Behavior

The study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires Process Exchange Players

1. Perilaku konsumen adalah pondasi bagi manajemen pemasaran. Dapat dimanfaatkan untuk:
a. Merancang marketing mix b. Merumuskan segment marketplace c. Merumuskan analisa lingkungan d. Mengembangkan riset pasar tingkat lanjut

2. Dapat dikembangkan sebagai bahan penting bagi penetapan kebijakan publik 3. Pemahaman akan perilaku konsumen akan memberi peluang untuk dapat lebih memantapkan penanganan konsumen 4. Analisa konsumen memberikan pengetahuan bagi pemahaman akan perilaku konsumen secara keseluruhan 5. Pemahaman perilaku konsumen akan memberikan 3 jenis informasi:
a. Orientasi konsumen b. Fakta seputar tingkah laku manusia c. Teori yang dapt membimbing seseorang fokus pada proses berpikir

 Perspektif Pengambilan Keputusan Perspektif Eksperiental

Perspektif Pengaruh Perilaku

Interdisciplinary Influences on Consumer Behavior

The Wheel of Consumer Behavior

CUSTOMER VALUE HIERARCHY MODEL

Desired Customer Value
Customer Satisfaction With Received Value Goal-based satisfaction

Customer goals And purposes

Implementation Through legislation

Consequence-based satisfaction

Desired policy Attributes and manifesto Promises

Attribute-based satisfaction

Hierarchy of Effects Model

Related Behaviors dimensions Movement Toward purchase Example of type of Promotion or advertising Relevant to various steps
Point-of-purchase Retail store ads deals last chance" offers price appeals Testimonial Competitive ads argumentative copy Image copy Status glamour appeals Liking Knowledge Cognitive: the realm of thoughts. Ads provide information and facts. Awareness Announcements Descriptive copy Classified ads Slogans Jingles Skywriting Teaser campaigns

Co native: the realm of motives. Ads stimulate or direct desires

Purchases

Conviction Preference

Affective: the realm of emotion Ads change attitudes and feelings

Robert J. Lavidge and Gary A. Steiner, journal of Marketing (October 1961):51

Mendorong Pelanggan Untuk Memilih (Model Hipotesis)

Tahap

Model AIDA

Model Hirarki Efek

Kesadaran

Model Inovasi Adopsi

Model Komunikasi
Keterbukaan

Tahap kognitif

Perhatian Pengetahuan Kesukaan Minat

Kesadaran

Penerimaan

Respon kognitif Minat Sikap

Tahap Pengaruh/ Sikap

Keinginan

Preferensi Evaluasi Maksud

Keyakinan

Tahap perilaku

Percobaan Tindakan Pembelian Adopsi

Perilaku Pelanggan

Consumer Evolution
Question Is there a new economy? Whats really changed? Who do customers think they are?
Your products must help people do things better

What is today s business cycle?

Business is cycle

Whos in control?

Whats your REAL value proposition

Commodities arent sustainable proportions

Topic

Use of technology changes our psychology

Our perception of time and space has changed

Everything is global

Theme

Basic business rules still apply

We are in a period of concentration

You cant separate yourself from your customer

Your business must operate in tune with your customers cycles

Scalable business cant survive in niche markets

Dont sell products, sell something that meets a need

Old psychology

The future is predictable

Unlimited growth was the goal of business

Producers controlled product development

Business cycles were a few years long

Your could survive in inches

Market competitiveness is based primarily on price

New psychology

We live in an uncertain world

We cant waste resources and we must be future oriented

Customers need products which make them more effective

There are several cycles of change running simultaneously

To be sustainable you must be global

Customers demand products which are effective when they use them Find a universal need; not a fad.

Business strategy

Dont bet on tomorrow

Retreat to your core competency

Redo your brand

Get your cycles in sync with cultural change

Define a global market

Sumber: Grantham dan Judith, 2002

Karakteristik Simulasi Simulasi

Proses Pengambilan

Pembeli
Budaya Sosial Personal Psikologi

keputusan Pembeli
Masalah pengenalan Mencari Informasi Alternatif Evolusi Pengambilan keputusan Membeli Purnabeli

Pengambilan Keputusan Pembeli

Pilihan Produk Pilihan merk

Pemasaran
Produk Harga Tempat Promosi

Lainnya
Ekonomi Teknologi Politik Budaya

Pilihan pemasok
Pilihan waktu pembelian Pilihan jumlah harga

Budaya Sosial Personal Psikologi Budaya Kelompok Acuan

Umur dan gaya hidup Motivasi Persepsi Belajar

Sub-Budaya Keluarga Klas Sosial

Situasi ekonomi dan pekerjaan

Kepercayaan dan sikap

Kebiasaan membeli yang kompleks

Ada tiga tahapan proses, yaitu pertama membangun keyakinan akan produk, kedua membangun sikap terhadap produk yang bersangkutan dan terakhir menentukan pilihan secara seksama. MIsalnya membeli barang mahal dan bermerk (branded item) Kebiasaan belanja sehari-hari (Habitual Buying Behavior) Tidak membutuhkan kajian khusus dan tidak terlalu terpengaruh oleh merk, misalnya belanja rempah-rempah, garam.

Dissonance- Reducing Buyer Behavior

Membutuhkan kajian/perhatian yang seksama walaupun tidak/ sedikit

sekali ditentukan oleh merk, misalnya membeli karpet.

Kebiasaan belanja yang dipengaruhi oleh merk (Variety- Seeking Buy Behav)

Tidak membutuhkan kajian khusus tetapi sangat dipengaruhi oleh merk, misalnya membeli alat kosmetik, barang-barang fashion.

High Involvement Significant Differences between brands Few Differences Between brands Complex Buying Behav.

Low Involvement Variety- seeking Buying Behav.

Dissonance-reducing Buying Behavior

Habitual Buying Behavior

Suspects

Prospects

Disqualified prospect

First Time Customers Repeat Customers

Clients

Inactive or excustomers

Members

Advocates

Partners

Partners
Clients who actively support your organization by recommending it to others

Stronger form of customer supplier relationship (create mutual benefit)

Advocates Clients Customers Prospects Suspects

Includes all buyers of the product/ service (anaware of your organization A repeat customers who have positive feelings of loyality of your organization

Profit Starts here

A one-off purchase of your product who has no feelings of your company

Potential customers who attraction on your organization

Pengenalan problem (kebutuhan)

Mencari informasi

Evaluasi alternatif

Keputusan membeli

Purnabeli

IBM Apple Dell HP

IBM Apple Dell HP

IBM Apple Dell

Toshiba
Compaq NEC Sony, dll

Toshiba
Compaq

Setiap manusia (normalsense) memiliki sense of place Perkembangan sense of place seseorang:
Fisik
Jenis kelamin, umur, kesehatan, kemampuan finansial

Place Berkaitan
dengan lokasi dan integrasi antara masyarakat, budaya dan alam

Psikologis

Nilai/kepercayaan, keturunan, keperibadian

Pengalaman/ pengetahuan

Tingkat pendidikan, sosialisasi

Declarative component:
pengetahuan akan makna obyek dan tempatnya

Relational and configurational

hubungan keruangan (spatial relationship) diantara pengembangan obyek dan tempatnya

Procedural knowledge
menggambarkan proses perkembangan perubahan obyek dalam konteks keruangan

Sense of Place
Environmental cognition

Spatial Cognition

Cognitive mapping

Mental Maps

Social Mapping

Suatu proses transformasi psikologis yang diharapkan, disimpan, recalls dan decodes information tentang lokasi dan atribut dari satu fenomena kejadian kehidupan sehari-hari.

Spatial Imagination Cognitive Space

Psychologi cal transforma tion

Values
Cognitive

Affective Space

Affective

Conative Spatial Behavior

Conative

Practices

Spatial arrangement / Tata Ruang

Lingkungan
Demografis Ekonomi Alam Teknologi

Situasi Perilkau Konsumen

Perubahan populasi dan nilai-nilai budaya dari variasi kelompok demografis Faktor-faktor yang mempengaruhi sentimen economi konsumen dan pola tabungan serta pengeluaran Reaksi konsumen terhadap perubahan cuaca, bencana alam , dsb. Difusi inovasi teknologi dan reaksi konsumen terhadap perubahan teknologi; misalnya peralatan yang user-friendly. Dampak penerapan hukum, aturan main dan peraturan bagi konsumen. Ritual, nilai, kebiasaan, dan norma dari sebuah budaya. Bagaimana konsumen dipengaruhi oleh budaya tersebut

Politik Budaya

Creating Value Through Quality and Customer Satisfaction

Value and Satisfaction

What is value? What are five things a marketer can do to increase the value of the offering? Value is a ratio between what the customer gets and what he gives. Raising benefits, reducing costs, raising benefits and reducing costs, raising benefits by more than the raise in costs, or lowering benefits by less than the reduction in costs.

Theory Segue: Buyer Readiness Stages

Awareness
Awareness Knowledge Liking Preference Conviction Purchase

Attitude Behavior

High versus low involvement?

Customer Delivered Value

Starting point
Factory

Focus
Existing products

Means
Selling and promotion

Ends
Profits through sales volume

(a) The selling concept

Market

Customer needs

Integrated marketing

Profits through customer satisfaction

(b) The marketing concept

TYPICAL MARKETING EXCHANGE PROCESS

Product Revenue

Company

Consumer

Exchange and Transactions

Exchange involves obtaining a desired product from someone by offering something in return. Transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement.

Customer Delivered Value

Total Customer Value Product Value

Service Value

Total Customer Cost Monetary cost

Time cost Energy cost Psychic Cost

Personnel Value
Image value

If we want to know what a business is, we have to start with its purpose. And its purpose must lie outside the business itself. In fact, it must lie in society since a business enterprise is an organ of society.

There is one valid definition of business

purpose:

to create a customer.*
*

Peter F. Drucker, The Practice of Management (New York: Harper & Row,
12954), p. 37.

Customer Equity
How Much Is A Customer Worth

Customer Equity
Lifetime Value of a Loyal Customer. Revenue Stream.
Price/unit * Total expected lifetime purchases

Income Stream.
Margins/unit * Total expected lifetime purchases

How does an organization create a customer?

Identifying customer needs Designing goods and services that meet those needs Communicating information about those goods and services to prospective buyers Making the goods or services available at times and places that meet customers needs Pricing goods and services to reflect costs, competition, and customers ability to buy Providing for the necessary service and follow-up to ensure customer satisfaction after the purchase*
*Joseph P. Guiltianan and Gordon W. Paul, Marketing Management, 6th ed. (New York: McGraw-Hill, 1996), pp. 3-4.

Quality

#1

Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.

Five Possible Definitions of Quality

Innate Excellence. (You know it when
you see it)

Product-Based. (The more, the better) User-Based. (Quality is what the

customer says it is)

Manufacturing-Based. (Conformance to
standards)

Value-Based. (Excellence for the money)

Garvins 8 dimensions of quality

Performance Features Reliability Conformance (to standards) Durability Serviceability Aesthetics Perceived quality (Image)

CUSTOMER SATISFACTION
Satisfaction is a persons

feelings of pleasure or disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations.

Service Quality Dimensions

Tangibles :
The physical facilities, equipment, and appearance of personnel. Ability to perform the promised service dependably and accurately. Willingness to help customers and provide prompt service. Knowledge and courtesy of employees and their ability to inspire trust and confidence. Caring, individualized attention the firm provides its customers.

Reliability :

Responsiveness : Assurance : Empathy:

Satisfied Customers:
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) Offer feedback Reduce transaction costs

Model of Customer Satisfaction

Perceived Quality Customer Complaints

Perceived Value

Customer Satisfaction

Customer Expectations

Customer Loyalty

HOW CUSTOMERS FORM EXPECTATIONS Personal Needs Word of Mouth Past Experience
External Communications

Customer Expectations

New Product Acceptance