You are on page 1of 28

Consumer Behaviour

An

Introduction

Consumer Behaviour

Producer / Seller

Buyer

Principle of
Marketing

Consumer
Behaviour

Learn about behaviour, attitude, style, characteristics, life style,


and purchasing power of your consumer ; how to match / adjust /
re-new your marketing strategy with your consumer behaviour

The CB Grading Policy

- Group presentation 1

40 %

- Group presentation 2

50 %

- Mid test

10 %

Class Schedule for CB


Session #01

: Introduction

Session #02

: Consumer life style

Session #03

: Consumer trend

Session #04

: Matching strategy with CB

Session #05

: Group presentation task #1

Session #06

: Group presentation task #1

Session #08

: Consumer online behaviour

Session #09 - 13

: Group presentation task #2

Requirements for CB

Mastering your skills on :


- Principle of Management
- Principles of Marketing

Customers vs Consumers
CUSTOMERS
People that spend their
money TO BUY your product

CONSUMERS
people who did not buy the
product, but going to enjoy it

The buying Roles


Initiator

User

Influencer

Buyer

Decider

The buying Roles

The buying Roles


when you fully understand the
roles of the customer buying,
then you can set :
- 4P & STP
-

Your

ads

layout

&

its

placement
- Name / brand of your product

The Advanced Segmentation

A Class
AB Class
B Class
BC Class
C Class
D Class
E Class

The Advanced Segmentation


Every company define its own
characteristics of the class chosen.
Example :
Our target market is B Class
Explanation :
B Class is male / female, age 20
35 years old, have income 5 10
million IDR / month, go to the mall
once a week & spend IDR 500.000,
hi-tech, etc.

The Advanced Segmentation

A Class
AB Class
B Class
BC Class
C Class
D Class
E Class

- Looking for the best


- Dont like to be imitated
- Price is not a problem
- Brand is priority
- Wanna to be number one
- Choose the best from
middle to high price
- Brand is more important
than function
-Choose the best from low to
middle price
- Aware about brand
- Choose the lowest price
- Focus on function
- Dont care for brand / quality

The Advanced Segmentation


There are no fixed rules
about segmentation. It means,
For one product, customer
stay in one class, for another
product, they can move to
other classes.

The Advanced Segmentation

The Advanced Segmentation

kampus.okezone.com/read/2011/07/30/373/486189/inilah-kampus-swasta-termahal-di-indonesia

Segmentation measurement
Social Image

Quality

A Class
AB Class
B Class
BC Class
C Class
D Class
E Class

Function

Price

The Advanced Brand

A Class
AB Class
B Class
BC Class
C Class
D Class
E Class

Top rated brand, that used by


few people.
( Use English as your brand
is a must )
Popular Brand that used by
many people.
( Use English or Indonesia as
your brand )

Any brand that cheap, and


match with their budget.
Use traditional method, or
Use commodity / product
with no brand

The Advanced Brand


Case : Telecommunication

A Class
AB Class
B Class
BC Class
C Class
D Class
E Class

The Advanced Brand


Case : When D & E class forced to use brand with copycat

The Advanced Brand


Case : When D & E class forced to use brand with copycat

The Comparison
Selling

Profit

VS

Marketing

VS Branding

Customer
Satisfaction

Customer
Satisfaction

Profit

Customer
Loyalty
Profit

Five human senses

Which do you use to influence your customers?

Five human senses


Sight

Five human senses


touch

Five human senses


hearing

Five human senses


Taste

Five human senses


Smell

Individual Assignment
Choose a product, then analyze it on :
1. Advanced segmentation
2. Advanced brand (comparison)
3. Products promotion based on
five human senses

You might also like