PART I

Chapter 2 Consumer Research
15 Februari 2008

CONSUMER BEHAVIOR
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TIPE RISET
Tujuan Koleksi Data Sampel

KUANTITATIF Mendeskripsi pasar. Closed-ended questionaires.
Besar, probability. Hasil merepresentasikan universalitas.

KUALITATIF Eksplorasi ide baru. Open-ended questionaires.
Kecil, non-probability. Hasil tidak merepresentasikan universalitas.

Analisis Data

Metode statistik obyektif.
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Subyektif.
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PROSES RISET
Merumuskan tujuan riset Mengumpulkan dan mengevaluasi data sekunder Mendesain riset Mengumpulkan data primer Analsis data Laporan hasil riset
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Tujuan Riset Mengamati fenomena Melakukan eksplorasi Merumuskan masalah Menentukan tujuan

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Data Sekunder
Data internal dari dalam perusahaan
Laporan penjualan Transaksi pembelian Surat dari konsumen Data konsumen Keuntungan yang dihasilkan oleh penjualan kepada setiap konsumen Biaya untuk menjaga relasi dengan konsumen
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Data Sekunder
Data eksternal dari luar perusahaan
Demografi konsumen Hasil-hasil penelitian sebelumnya (jurnal) Data komersial hasil riset pemasar

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DESAIN RISET KUANTITATIF
Desain riset
observasi Eksperimen (field dan lab) survei

Metode pengumpulan data Instrumen yang digunakan (closed-ended)
Kuesioner, skala pengukuran

Sampel (probability-besar) Analisis data
Validitas dan reliabilitas

Uji hipotesis
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PROBABILITY SAMPLE
Simple random-setiap anggota populasi telah diketahui dan memiliki kesempatan yang sama untuk dipilih. Systematic random-anggota populasi dipilih secara random dan setiap sampel yang ke “n” dipilih. Stratified random-populasi di bagi menjadi kelompok mutually exclusive (level) dan sampel random dipilih dari setiap kelompok.
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DESAIN RISET KUALITATIF
Desain riset
Eksploratori

Metode pengumpulan data
Focus group (menggali konsep) Projectives techniques (menggali motif) Metaphor analysis (non verbal data)

Instrumen (open-ended questionairs) Sampel (non-probability, kecil) Analisis data (subyektif) Validitas
Credibility, transferability, dependability dan confirmability
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NON-PROBABILITY SAMPLE
Convenience-peneliti memilih anggota populasi yang paling dapat diakses dan memberikan informasi yang dibutuhkan. Judgment-peneliti menggunakan penilaiannya untuk memilih anggota populasi yang dianggap dapat memberikan informasi yang akurat. Quota-peneliti mewawancara sejumlah orang setiap kategori dari beberapa kategori.
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CREDIBILITY

studi dilakukan pada kondisi yang senyatanya, merepresentasikan konstruksi kehidupan nyata yang dapat dipercaya.
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TRANSFERABILITY
Hipotesis dapat diterapkan pada konteks yang lain, pada basis penilaian yang sama antara dua konteks yang berbeda. Langkah-langkah riset disusun sedetil mungkin, termasuk waktu, tempat dan metode, sehingga bisa ditransfer kepada periset lain yang ingin melakukan riset yang sama.
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DEPENDABILITY
Pemahaman fenomena yang di riset sifatnya kolektif, dari sumber-sumber dan latar belakang yang berbeda. Interpretasi hasil dikonstruksikan dengan menjaga fenomena sosial yang terjadi apa adanya.

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CONFIRMABILITY
Memiliki kemampuan untuk melacak kembali konstruksi interpretasi periset, dengan menggunakan catatan-catatan. Ada catatan atau transkrip yang bisa digunakan untuk melacak interpretasi peneliti.

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PART I
Chapter 3 Market Segmentation
15 Februari 2008

CONSUMER BEHAVIOR
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DEFINITION
Market segmentation is a process of deviding a market into distinct subset of consumers with common needs or characteristics and selecting one or more segments to target with a distinct marketing mix (4Ps).

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SEGMENTASI PASAR
PRODUCT PRICE PLACE PROMOTION

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FUNGSI SEGMENTASI PASAR
Menemukan kebutuhan dan keinginan kelompok konsumen yang spesifik, sehingga produk dan jasa dapat dikembangkan dan di promosikan untuk memuaskan kelompok konsumen tersebut.
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SEGMEN PASAR FOSSIL
Kategori gender pemakai (priawanita) Usia pemakai (anak, dewasa) Fungsi atau lifestyle (ponsel, bisnis, sport) Harga (kurang dari $100, $100$200, lebih dari $200)
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CHEVROLET
Sporty styling Minimal rear seat Young singles

C O B A L T
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COBALT

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HILTON HOTEL

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HILTON FAMILY HOTEL
HILTON-Stylish and sophisticated hotels for business and vacation/travelers. DOUBLETREE-Contemporary, upscale accomodations. HAMPTON INNS-Price conscious travelers. HOMEWOOD SUITES-appartment like accomodation for extended stays.
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UNICEF
Fund raising effort for “heavy givers”

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DASAR SEGMENTASI
Geografi Demografi
Usia Gender Status perkawinan Penghasilan Pendidikan Pekerjaan

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DASAR SEGMENTASI
Psikologikal (Part II)
Motivasi Kepribadian Persepsi Involment Sikap

Psikografik (lifestyle) Sosio budaya (Chapter 14)
Budaya Agama
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DASAR SEGMENTASI
Kegunaan
Level pengguna Kepedulian Loyalitas terhadap merk

Kegunaan (situasional)
Waktu Tujuan Lokasi Personal
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DASAR SEGMENTASI
Manfaat
Convenience Long lasting Economy

Hibrid
Demografi/psikografi Geodemografi VALS http://www.sric-bi.com/VALS/presurvey.shtml

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VALS
Value And LifeStyle

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VALS

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VALS ONLINE SURVEY

http://www.sric-bi.com/VALS/presurvey.shtml
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VALS Questionaires 1-7
I am often interested in theories. I like outrageous people and things. I like a lot of variety in my life. I love to make things I can use everyday. I follow the latest trends and fashions. Just as the Bible says, the world literally was created in six days. I like being in charge of a group.
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VALS Questionaires 8-14
I like to learn about art, culture, and history. I often crave excitement. I am really interested only in a few things. I would rather make something than buy it. I dress more fashionably than most people. The federal government should encourage prayers in public schools. I have more ability than most people.
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VALS Questionaires 15-21
I consider myself an intellectual. I must admit that I like to show off. I like trying new things. I am very interested in how mechanical things, such as engines, work. I like to dress in the latest fashions. There is too much sex on television today. I like to lead others.

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VALS Questionaires 22-28
I would like to spend a year or more in a foreign country. I like a lot of excitement in my life. I must admit that my interests are somewhat narrow and limited. I like making things of wood, metal, or other such material. I want to be considered fashionable. A woman's life is fulfilled only if she can provide a happy home for her family. I like the challenge of doing something I have never done before.
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VALS Questionaires 29-35
I like to learn about things even if they may never be of any use to me. I like to make things with my hands. I am always looking for a thrill. I like doing things that are new and different. I like to look through hardware or automotive stores. I would like to understand more about how the universe works. I like my life to be pretty much the same from week to week.
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HASIL

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STARBUCKS

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POND COSMETICS

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POND’S

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COCA COLA

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COCA COLA

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PART II
Chapter 4 Consumer Motivation
K1-teori, KUIS
22 Februari 2008

CONSUMER BEHAVIOR
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