Consumer Behavior

Marketing Impact and Perception

• Penyampaian informasi lebih cepat,
• Konvergensi teknologi komputer, telepon, televisi, audio, dan jaringan
data memimpin revolusi digital dalam teknologi media massa.
• Orang-orang di mana saja menuntut lebih banyak
• Pertumbuhan ini telah menciptakan permintaan yang belum pernah terjadi
sebelumnya untuk orang-orang dengan keterampilan dan kemampuan
untuk berkomunikasi secara efektif dengan menggunakan kata, gambar,
dan suara.
• Pada saat bersamaan, khalayak menjadi lebih kritis dan menuntut, dan
organisasi media yang gagal memenuhi tuntutan ini menyerah pada
tekanan persaingan yang kuat dari pasar global yang terus berkembang.
 Evolusi Orientasi Bisnis

 Product orientation (1850s-1920s)geared up manufacturing

skills in order to expand production – to make more products
(demand>supply)
 Sales orientation (1930s-1950s) sold more of what the
manufacturing department was able to produce (supply>demand)
 Marketing orientation (1950s-now) orienting on consumers and
their preferences (satisfying consumer at 1st in thinking and
planning of business)
 Market segmentation the process of dividing a market into
subsets of consumers with common needs characteristics
 Market targeting the selection of one or more of the segments
identified for the company tu pursue
 Positioning the development of a distinct image for the product
or service in the mind of the consumers (usually benefits & USP
of product)

Elemen Utama Strategi Marketing

 Perilaku Konsumen
• The process and activities people engage in when searching for,
selecting, purchasing, using, evaluating, and disposing of
products and services (Belch & Belch, 2009)
• The behavior that consumers display in searching for, purchasing, using
evaluating, and disposing of product and services that they expect will
satisfy their needs (Schiffman & Kanuk, 2010)
 APPLICATIONS OF CONSUMER
BEHAVIOR
1. Marketing Strategy : Marketing decisions based on explicit consumer
behavior theory, assumptions, and research are more likely to be
successful than those based on hunches or intuition, and thus create a
competitive advantage
2. Regulatory Policy: Various regulatory bodies exist to develop, interpret,
and/or implement policies designed to protect and aid consumers
3. Social Marketing: Social marketing is the application of marketing
strategies and tactics to alter or create behaviors that have a positive
effect on the targeted individuals or society as a whole.
4. Informed Individuals: It is important that consumers accurately
understand the strategies and tactics being used so they can be more
effective consumers
 The study of consumer behavior is the study of how individuals
make decisions to spend their available resources (time, money,
effort) on consumption related items

 Marketers need to know everything they can about consumers –

what they want, what they think, how they work, and how they
spend their leisure time
Marketing Strategy and Consumer Behavior
 The Impacts of New Media to Marketing Strategies

 Marketer have been able to expand their offering of more products and
services; more options as their distribution; reducing the cost and barriers of
entering many industries
 Marketer can gather more information about consumers more quickly and
easily
 Accelerate the rate at which new competitors enter to the market
 Changing rapidly segmentation, targeting, and positioning approaches
 Consumers have ability seeking out information, opinions, product
availability, price comparison  more POWER
 Customer relationship oriented NOT JUST as a customer transaction!!
 Customer Value, Satisfaction, and Retention
• Customer value is the ratio between customers’ perceived benefits (economic,
functional, and psychological) and the resources (monetary, time, effort,
psychological) they use to obtain those benefits.
• Customer satisfaction refers to customers’ perceptions of the performance of
the product or service in relation to their expectations.
• Customer retention involves turning individual consumer transactions into
long-term customer relationships by making it in the best interests of
customers to stay with the company rather than switch to another firm.
• Researchers have identified two interrelated forms of customer engagement
with marketers: Emotional bonds represent a customer’s high level of personal
commitment and attachment to the company. Transactional bonds are the
mechanics and structures that facilitate exchanges between consumers and
sellers.
 Customer Loyalty and Satisfaction
•Customers who are highly satisfied or delighted keep purchasing the same products and brands,
provide positive and encouraging word-of-mouth to others, and often become “customers for life.” In
contrast, those who are less satisfied or feel neutral either switch to a competitor immediately, or wait
until another marketer offers them a somewhat lower price and then switch.
•A widely quoted study that linked levels of customer satisfaction with customer behavior identified
several types of customers:
1.The Loyalists are completely satisfied customers who keep purchasing. The apostles are loyal
customers whose experiences with the company exceeded their expectations and who provide very
positive word-of-mouth about the company to others.
2.The Defectors, feel neutral or merely satisfied with the company and are likely to switch to another
company that offers them a lower price
3.The Terrorists are customers who have had negative experiences with the company and spread
negative word-of-mouth.
4.The Hostages are unhappy customers who stay with the company because of a monopolistic
environment or low prices; they are difficult and costly to deal with because of their frequent
complaints.
5.The Mercenaries are very satisfied customers who have no real loyalty to the company and may
defect because of a lower price elsewhere or on impulse, defying the satisfaction–loyalty rationale.
PERSEPSI

dalam perilaku
konsumen
 Perception
• Perception is the process by
which sensations are
selected, organized, and
interpreted (Solomon, 2011).
• The process by which an
individual selects, organizes,
and interprets stimuli into
meaningful and coherent
picture of the world
(Schiffman & Kanuk, 2010).
 Sensation

• Sensation is the immediate response of our sensory

receptors (eyes, ears, nose, mouth, and fingers) to basic
stimuli (light, color, sound, odor, and texture) (Solomon,
2011).
• the immediate and direct response of sensory organs to
stimuli (Schiffman & Kanuk, 2010).
2-19
We receive external
stimuli through
our five senses
 Sensory System
 Marketers use impact of sensations on consumers’ product
experiences.
 Advertisements, product packages, radio and TV commercials,
billboards provide sensations.
• Researchers estimate that as much as 80% of what we receive from
environment is from vision
• Color provokes emotion
• Reactions to color are biological and cultural
• Trade dress: colors associated with specific companies
• Creative use of color bu manufactures is important, particularly in the area of
product design and packaging
• https://www.youtube.com/watch?v=QzppfCSJodY
• https://www.youtube.com/watch?v=xrp2ofdIh98
• Contoh2 ilusi optis yang
dimanfaatkan pemasar.
 Scents

 Odors can stir emotions, mood, elicit memories, produce hunger, induce relaxation, or even repel
us.
 Responses to scents are culturally based. They result from prior associations between the scent
and occasions or emotions that surrounded the presence of the scent.
 Marketers use scents:
• Inside products
• In promotions (e.g., scratch ‘n sniff)
• Sound affects people’s feelings and
behaviors
• In commercials, the choice of background
music is a sensitive issue, because music
can be used to set a desired mood, stir
Sound
relevant emotions, of influence liking for the
message.
• Stores and restaurants often play certain
kinds of music to create a certain mood.
– High tempo = more stimulation
– Slower tempo = more relaxing
Contoh :
https://www.youtube.com/watch?
v=UO3N_PRIgX0
• “touch”—is the most
basic of senses; we Touch
learn this before
vision and smell
• “touch” senses affect
product experience
and judgment
• Recent research
found that
participants who
simply touch an item
for 30 seconds or
less had a greater
level of attachment
with the product
 Ta st
e

• Most scientists consider the sense of taste to be inseparable from the sense of
smell. Receptors that reside on the tongue and palate combine with smell to produce
familiar taste sensations such as, saltiness, sweetness, bitterness, and sourness.
• Our taste receptors contribute to our experience of many products.
• Cultural changes determine desirable tastes
 Exposure

• Exposure occurs when a stimulus comes within range of

someone’s sensory receptors
• We can concentrate, ignore, or completely miss stimuli
 Differential
Threshold
• The ability of a sensory system to
detect changes or differences
between two stimuli
• Attention is the extent to which processing
activity is devoted to a particular stimulus
• We live in an information society
• Consumers are often in a state of sensory
overload
• Sensory overload means consumers are
exposed to far more information than they
can process.
• So… Marketers need to break through the
clutter
 Stimulus Selection Factors
• We are more likely to notice stimuli that differ
from others around them
• So, marketers can create “contrast” through:

Size Color Position Novelty

Creating Contrast with Size
Creating Contrast with Color
 PERSONAL SELECTION FACTORS
Perceptual vigilance means that
Perceptual vigilance consumers are more likely to be
aware of stimuli that relate to their
current needs.

Perceptual defense means that

people see what they want to see
Perceptual defense and don’t see what they don’t
want to see.

Adaptation is the degree to which

consumers continue to notice a
Adaptation stimulus over time. The process of
adaptation occurs when consumers
no longer pay attention to a stimulus
because it is so familiar.
 Interpretation
• Interpretation refers to the meaning we assign
to sensory stimuli, which is based on a schema
Semiotics
 For assistance in understanding how consumers interpret the meanings
of symbols, some marketers are turning to a field of study known as
semiotics.
 Semiotics: correspondence between signs and symbols and their role
in the assignment of meaning
 Marketing messages have three basic components:
 Object: product that is the focus of the message
 Sign: sensory image that represents the intended meanings of the object
 Interpretant: meaning derived
Semiotic Relationships
Semiotic Relationships
Hyperreality
 Modern advertising creates a condition known as hyperreality.
 Hyperreality refers to the process of making real what is
initially simulation or “hype”.
 Advertisers create new relationships between objects and
interpretants by inventing new connections between products
and benefits.
 Example: Augmented Reality
 https://www.youtube.com/watch?v=xC6t2eEPkPc
 https://www.youtube.com/watch?v=oH_LfXnklRw
Perceptual
Positioning
 Perceptions of a brand comprise
both its functional attributes (e.g.
its features, price) and its
symbolic attributes (its image, and
what we think it says about us
when we use it).
 Perceptual map: map of where
brands are perceived in
consumers’ minds
 Used to determine how
brands are currently
perceived to determine future
positioning
 Summary

• Perception is a three-stage process that translates

raw stimuli into meaning (selected, organized, and
interpreted )
• Products and messages may appeal to our senses.
• The design of a product affects our perception of it.
• Marketers use symbols to create meaning.
 Tugas Kelompok
• Diskusikan dengan anggota kelompok yang telah dibuat di minggu
sebelumnya
• Tentukan 2 kategorisasi produk (dengan dua merek beda) yang
pernah dikonsumsi dan narasikan proses konsumsi berbasis pada
sensory receptor (eyes, ears, nose, mouth, skin).
• Jelaskan elemen-elemen yang mempengaruhi dalam
mempersepsikan produk tersebut dari awal hingga melakukan
pembelian.
• Faktor apa saja yang membuat kepercayaan untuk membeli
terjadi? (Urutkan dari yang paling dominan)
• Apa perbedaan yang menonjol dalam proses memperoleh stimuli
hingga pembelian tersebut?
• Dibuat PPT. Dipresentasikan minggu
depan