r 5

te
p
a
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Analyzing Consumer
Markets
Discussion Questions
1. How do consumer characteristics
influence buying behavior?
2. What major psychological processes
influence consumer responses to the
marketing program?
3. How do consumers make purchasing
decisions?
4. In what ways do consumers stray from
a deliberative, rational decision
process?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 2 of 31
 ed
fin
De Consumer Behavior
The study of how individuals, groups,
and organizations select, buy, use, and
dispose of goods, services, ideas, or
experiences to satisfy their needs or
wants.

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Studi tentang bagaimana individu, kelompok, dan organisasi memilih, membeli,
menggunakan, dan membuang barang, layanan, ide, atau pengalaman untuk
memenuhi kebutuhan atau keinginan mereka.
 Consumer Behavior
Personal Factors

Cultural Factors

Social Factors
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Cultural Factors
Social Class

Culture

Subculture
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 Average U.S. Outlays IN 2007

38.5% 15.5% 11.4% 8.5% 6.1%

4.8% 4.2% 3.3% 2.1%

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Social Factors
Reference Groups

Family

Role and Status

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 Personal Factors

Personality

Age

Life Cycle Stage

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Personal Factors
Occupation Values

Lifestyle
Economic situation
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 5.1
re
gu Psychological Factors
Fi

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Motivation
Freud

Maslow

Herzberg
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 5.2
re Maslow’s Hierarchy of Needs
gu
Fi

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Perception
Selective Attention

Selective Retention

Subliminal Perception Selective Distortion

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Learning
Driver

Cues

Discrimination
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Emotions

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 Memory
Memory Processes

Mental Maps

Encoding Association Association

Association
Retreival Association
Association

Brand Associations Brand

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 5.3
re Hypothetical State Farm
gu
Fi
Mental Map

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 5.4
re The Buying Decision Process
gu
Fi

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Buying Decision Process

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Problem Recognition

“I’m Hungry”

Stimulus
•Internal
•External
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 Information Search
Commercial Public

Personal Experiential
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 5.5
re
gu Successive Sets Involved in
Fi
Consumer Decision
Making

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Evaluation of Alternatives
Beliefs

Attitudes
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Expectancy-Value Model

Attribute
Memory Graphics Size and
Price
Capacity Capacity Weight
Model Weight: 40% Weight: 31% Weight: 20% Weight: 10%
A 8 9 6 9
B 7 7 7 7
C 10 4 3 2
D 5 3 8 5

Model A = 0.4 (8) + 0.3(9) + 0.2(6) + 0.1(9) = 8.0

Model B = 0.4 (7) + 0.3(7) + 0.2(7) + 0.1(7) = 7.0
Model C = 0.4(10) + 0.3(4) + 0.2(3) + 0.1(2) = 6.0
Model D = 0.4 (5) + 0.3(3) + 0.2(8) + 0.1(5) = 8.0

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 .6
re
5 Steps between Evaluation of
gu
Fi Alternatives and
Purchase
Decision

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 Purchase Decision
Noncompensatory Models
Choice Heuristics:
A B •Conjective
•Lexicographic
•Elimination-by-aspect

Brand

Dealer
Purchase
Quantity
subdecisions
Timing

Payment method
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 Postpurchase Behavior
Postpurchase Satisfaction Delighted

Satisfied

Dissatisfied

Loyal

Stay or Go

Defect Postpurchase Actions

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 5.7
re
Figu How Customers
Use or Dispose of Products

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Moderating Effects
Low-involvement

Variety seeking

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 Behavioral Decision Theory
Decision Framing

Decision Heuristics

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