Chapter 6: Consumer Markets and Consumer Buying .Pemasaran Produk Harga Tempat Promosi. Factors Influencing

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Text of Chapter 6: Consumer Markets and Consumer Buying .Pemasaran Produk Harga Tempat Promosi. Factors...

Consumer Markets

and Consumer Buying Behavior

Dewi Pancawati N.,M.M.

Nov education 1

Consumer Buying Behavior berhubungan

dengan perilaku pembelian oleh konsumen

akhir(individu&rumah tangga) yang membeli

barang &jasa pada untuk pemakaian secara

personal

The central question for marketers is:

Bagaimana konsumen merespon berbagai

usaha pemasaran yang digunakanperusahaan?

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc.

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 2

Consumer Buying Behavior

Model Respon Sederhana

StimulusPengorgani

sasianRespon

Model of Buyer Behavior

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc.

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 6

Marketing and Other Stimuli

MarketingProductPricePlacePromotion

OtherEconomicTechnologicalPoliticalCultural

Buyers Black Box

Buyer CharacteristicsBuyer Decision Process

Buyer Responses

Product ChoiceBrand Choice

Purchase TimingPurchase Amount

Model Perilaku Pembelian

Proses KeputusanMembeli

Pemahaman masalahPencarian InformasiEvaluasiKeputusanPerilaku pasca-Pembelian

StimulusLain

EkonomiTeknologiPolitikBudaya

KarakteristikPembeli

BudayaSosialPribadiPsikologis

Keputusan Membeli

Memilih ProdukMemilih MerekMemilih TokoMemilih waktuMemilih jumlah

StimulusPemasaran

ProdukHargaTempatPromosi

Factors Influencing

Consumer Behavior

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc.

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 8

Social

Referencegroups

Family

Rolesand

status

Personal

Age andlife-cycle

Occupation

Economicsituation

Lifestyle

Personalityand

self-concept

Psycho-logical

MotivationPerceptionLearning

Beliefs andattitudes

Buyer

Culture

Sub-culture

Socialclass

Cultural

Maslows Hierarchy of Needs

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc.

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 9

Physiological Needs(hunger, thirst)

Safety Needs(security, protection)

Social Needs (sense of belonging, love)

Esteem Needs (self-esteem)

Self Actualization

Buyer Decision Process

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc.

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 10

PostpurchaseBehavior

PurchaseDecision

InformationSearch

Need Recognition

Evaluationof Alternatives

Consumer Behavior and Services

Marketing for Hospitality and Tourism, 3e 2003 Pearson Education, Inc.

Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458 11

Search qualities

Experience qualities

Credence qualities

Bagaimana PelangganMenggunakan atau Membuang Produk

Produk

Singkirkan sementara

SingkirkanSelamanya

Pertahankan

Meminjamkan

Menyewakan

Simpan

Tujuanbaru

GunakanTujuansemula

Berikan

Tukarkan

Jual

Buang

LangsungKonsumen

MelaluiMakelar

MelaluiPedagang

UntukDipakai

Untuk

Dijual

kembali