5/16/2018

CONSUMER BEHAVIOR
Panduan2018 D esain M edia I nformasi,
Sistem Tanda dan Penunjuk Arah
Buying, using, disposing
Dipublikasikan pada Desember 2013
Lecturer : Berto Mulia Wibawa

mb.its.ac.id
Manajemen Bisnis - ITS

Buying –using –disposing

- Intro -

What is the difference in consumer behavior context, to the product above?

CONCLUSIONS?

Manajemen Bisnis - ITS

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Buying –using –disposing

- Intro -

What is the difference in consumer behavior context, to the product above?

CONCLUSIONS?

Manajemen Bisnis - ITS

Buying –using –disposing

- Intro -

What is the difference in consumer behavior context, to the product above?

CONCLUSIONS?

Manajemen Bisnis - ITS

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Pre-Purchase, purchase, & post-purchase

- Case -

❑ A consumer’s choices are affected by many personal factors…and the sale doesn’t end at
the time of purchase.

❑ Many factors at the time of purchase dramatically influence the consumer’s decision-making
process

Manajemen Bisnis - ITS

Pre-Purchase, purchase, & post-purchase

- Theory -

❑ A consumer’s choices are affected by many personal factors…and the sale doesn’t end at
the time of purchase.

❑ illustrates that many contextual factors affect our choices. These might include mood,
whether we feel time pressure to make a purchase, and the reason we need the product.
Salespeople could play a role in our decisions, too.

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Consumption situation
- Explanation of 10 Factors -

❑ Physical Surroundings ❑ Salesperson

✓ Décor, smells, temperature ✓ Interaction,knowledge
❑ Social Surroundings ❑ Store Image
✓ Presence or absence of ❑ Retailing as Theatre
clientele ❑ In Store Decision Making
❑ Private resort vs. night club
✓ Spontaneous shopping,
❑ Temporal Factors impulse buying, point of
✓ Perceptions of time impact purchase stimuli
decisions ❑ E-commerce
❑ Antecedent States
✓ Mood and psychological states
influence evaluations
❑ Shopping Orientation
✓ Economic, recreational,
apathetic, ethical

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Temporal factors
- Economic Time? When? -

Timestyle

Time Poverty

❑ People’s priorities determine their timestyle.

❑ Your timestyle determines how you spend your time resource.
❑ Some people feel that they are time poor. That means that they simply feel
that they do not have sufficient time to spend their money.

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The shopping experience

- How to get consumer feedback -

❑ Focus groups, in which a small set of consumers comes into a facility to try a new
item while company personnel observe them from behind a mirror.
❑ Total quality management (TQM) is a complex set of management and
engineering procedures that aims to reduce errors and increase quality.
❑ Gemba, which to the Japanese means “the one true source of information.”

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Emotional states
- Dimensions -

PASAR
TRADISIONAL +
BAU TIDAK SEDAP

PIJAT
TRADISIONAL +
DANGDUT

❑ The shopping experience is affected by how pleasant our environment is

perceived and our level of arousal during the consumption experience.

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Sales interaction
- Salespeople Play a Key Role -

❑ A buyer-seller situation is like many dyadic encounters. During the relationship,

the parties establish their own roles in the relationship through identity
negotiation.
❑ Salespeople can be more effective if they have authority and expertise, and even
if they have incidental similarities, such as a shared experience, to the buyer.

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Sales interaction
- Case : Life Insurance -

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Sales interaction
- Case : Life Insurance -

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E-commerce
- Trending today -

• Benefits: good customer service, more options, more convenient

• Limitations: lack of security, fraud, actual shopping experience, shipping
charges
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E-commerce
- Rating and Review -

• The experience of acquiring the good may be quite different off line versus online.
• Electronic marketers can reach people anywhere but there are also issues as well.

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E-commerce
- Rating and Review -

• The experience of acquiring the good may be quite different off line versus online.
• Electronic marketers can reach people anywhere but there are also issues as well.

Manajemen Bisnis - ITS

Consumer satisfaction
- Model -

A consumers feelings of PLEASURE (or disappointment) THAT RESULT from comparing a product’s
perceived performance to (or outcome) to expectations.

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Product disposal
- Kind -

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Product disposal
- Kind -

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Product disposal
- Kind -

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Where Ships Go to Die, Workers Risk Everything - National Geographic

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Product disposal
- Kind -

❑ WHY ON EARTH do we/should we CARE about how or why/when

consumers DISPOSE?
❑ What is the IMPACT to our business? Is there any at all?

Disposal Options:

Dispose Dispose
Keep Item
Permanently Temporarily

Lateral cycling : A process where already-purchased objects are sold to others

or exchanged for other items

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