Universitas Sriwijaya

Magister Manajemen 2019-2020

MARKETING MANAGEMENT

Consumer Behavior

Muchsin Shihab, MBA, Ph.D.

 Consumer Behavior
• Consumer buyer behavior refers to the buying
behavior of final consumers—individuals and
households who buy goods and services for personal
consumption
• Consumer behavior is the study of how individuals,
groups, and organizations select, buy, use, and
dispose of goods, services, ideas, or experiences
to satisfy their needs and wants.
• Why do marketers need to study CB?
Model of Consumer Behavior
 What influences Consumer Behavior?
the learned values, •Buyer’s culture
perceptions, wants,
and behavior from Cultural
Cultural Factors
Factors •Buyer’s subculture
•Buyer’s social class
family and other
important institution

•Reference groups
•Family
Social
Social Factors
Factors
•Roles and status

•Age & life-cycle stage

•Occupation
•Economic situation
Personal
Personal Factors
Factors
•Lifestyle
•Personality & self-concept
 VALS TYPOLOGY

• The VALS typology classifies the population into

8 distinctive segments based on consumer
responses to attitudinal and demographic
questions.
• The system identifies three primary motivations:
the ideals motivated, the achievement
motivated, and the self-expression motivated.
Each of these three major self-motivations
represents distinct attitudes, lifestyles, and
decision-making styles.
VALS
 Personality
Brand personality is the specific mix of human traits that may be attributed to a
particular brand (Aaker).

Sincerity
Sincerity
(down-to-earth,
(down-to-earth,honest)
honest)

Excitement
Excitement
(daring,
(daring,up-to-date)
up-to-date)

Competence
Competence
(reliable,
(reliable,successful)
successful)

Sophistication
Sophistication
(Upper
(UpperClass)
Class)

Ruggedness
Ruggedness
(outdoorsy,
(outdoorsy,tough)
tough)
 Key Psychological Processes

Model of Consumer Behavior

 Consumer Motivation
• Consumers do not buy products; instead they buy motive satisfaction
or problem solutions.
solutions
• Motivation is the driving force within individuals that impels them
to action.
• Force that induces consumption and through consumption experiences,
learning
• Motivation:
• It is the reason for behavior;
• an unobservable inner force that stimulates and compels a behavioral response
and provides specific direction to that response.
• Managers must discover the motives to satisfy
• Think about a product/ service you consumed this past weekend – what and why
did you purchase/consume?
• Freudian Theory
• Maslow
• Herzberg’ Two factor theory
 Freudian Theory
• Behavior is guided by subconscious Motivations
• people cannot fully understand their motivation.
• When a person examines specific brands, he or she
will react not only to their stated capabilities, but also
to other, less conscious cues
 Motivation - Maslow’s Hierarchy of
Needs
To explain why people are driven by
particular needs at particular times.
Behavior is driven by the lowest,
unmet need

How does it help to marketers?

Motivation - Herzberg’s Two-Factor Theory
Behavior is guided by motivating and hygiene factors (Two-factor theory)
that distinguishes dissatisfiers (factors that cause dissatisfaction)
from satisfiers (factors that cause satisfaction).

How does it help to marketers?

 Perception
Refers to how people gather and interpret information from the world around them.
Determines What Consumers See and Feel
Why are marketers very much interested in the processes Perception?

is the tendency for people to

Selective
Selective
screen out most of the
information to which they are
Attention/percepti
Attention/percepti
exposed on
on

the tendency to remember good the tendency for people to

points made about a brand they interpret information in a way
favor and to forget good points that will support what they
about competing brands ….. already believe
repetition in sending messages

Selective
Selective
Selective
Selective Distortion/exposu
Distortion/exposu
Retention
Retention re
re
Learning
• The process by which individuals acquire the purchase
and consumption knowledge and experience that they
apply to future related behavior:
• Learning may be intentional or incidental.
• Learning is the changes in an individual’s behavior
arising from experience and occurs through interplay of:
• Cues (stimuli that give direction that determine when, where, and how a person
responds ; must be consistent, not upset the expectations) How do give cues?)
• Response (How individuals reacts to a cue); How do consumers
respond?
• Reinforcement (likelihood that a specific response will occur in the
future as a result of cues or stimuli)
• Two approaches to learning: classical conditioning
and operant (instrumental) conditioning