CONSUMER BEHAVIOR AND

MARKETING STRATEGY
Minggu ke- Silabus
1
Memahami Perilaku Konsumen dan Strategi Pemasaran
2
Memahami variasi lintas budaya dalam perilaku konsumen
3
Memahami pengaruh kelompok pada perilaku konsumen
4
Memahami pengaruh internal: Persepsi.
5
Memahami pengaruh internal: Pembelajaran, memori, dan positioning produk (Learning, memory,
and positiioning)
6
Pengaruh internal: motivasi, kepribadian, dan emosi (Motivation, personality, and emotion)
7
Evaluasi dan presentasi
UTS
8 Pengaruh Internal: Sikap (Attitudes and Influencing Attitudes).
9 Pengaruh Internal: Konsep diri dan Gaya hidup.
10 Proses Keputusan Konsumen: Pengaruh Situasional dan Pengenalan Masalah
11 Proses keputusan konsumen: Pencarian informasi dan evaluasi serta pemilihan alternatif.
12 Proses keputusan konsumen: pemilihan outlet dan pembelian
13 Proses keputusan konsumen: proses pasca pembelian, kepuasan konsumen, dan komitmen
14 Evaluasi dan presentasi
UAS
 Hawkins, Best and Coney – Customer
behavior 13th ed.

Hawkins and Mothersbaugh – Consumer

Behavior

Schiffman and Kanuk, Consumer

Buku Behavior

Kotler and Keller, Marketing

Management 15th ed.

Kotler and Armstrong, Principle of

Marketing 17th ed.
 The study of individuals,
groups, or organizations and
the processes they use to
What is select, secure, use, and
Consumer dispose of products, services,
experiences, or ideas to
Behavior? satisfy needs and the impacts
that these processes have on
the consumer and society.
 Consumer behavior theory provides
the manager with the proper
questions to ask

Why study Marketing practice designed to

influence consumer behavior
consumer influences the firm, the individual,
behavior? and society
All marketing decisions and
regulations are based on assumptions
about consumer behavior
 Marketing • To satisfy target
Strategy consumer needs

Regulatory • To protect consumers

Applications of Policy
Consumer
Behavior Social • To help consumers
Marketing

Informed • To better understand

Individuals how societies function
 • What is Customer Value?

The difference between all the benefits derived from a

total product and all the costs of acquiring those
benefits.

• What is required of a firm to provide superior

Marketing customer value?

Strategy & It must do a better job of anticipating and reacting to

Consumer customer needs than the competition does.

Behavior • What role does consumer behavior play in creating

superior customer value?

An understanding of consumer behavior is the basis

for marketing strategy formulation, and the consumer’s
reaction to this marketing strategy ultimately
determines the firms success or failure.
 .2
5
u re Customer-
perceived value
g
Fi
Total customer Total customer
benefit cost

Determinants Product Monetary

of Customer benefit cost

Services Time
Perceived Value benefit cost

Personal Energy
benefit cost

Image Psychological
benefit cost
New capabilities (Kotler)
• Consumer
1. Internet as powerful information
and purchasing aid
2. Can search, communicate
3. Tap into social media to share
4. Interact with companies
5. Reject marketing
• Company
1. Internet as powerful information
and sales channel
2. Reach customer quickly and
efficiently
3. Improve communications
4. Improve cost efficiency
 .3
e 1 Holistic Marketing Dimensions
u r
Fig
Marketing
Strategy &
Consumer
Behavior
 Identify product-related
need sets
Market Segment: a portion
of a larger market whose
needs differ somewhat
from the larger market.
Group customers with
similar need sets

Market Four steps to

segmentation:
Segmentation Describe each group

Select an attractive
segment(s) to serve
Bases for Geographic

Segmenting Region, City or Metro

Size, Density, Climate
Consumer Demographic
Markets Age, Gender, Family size
and Fife cycle, Race,
Occupation, or Income ...

Psychographic
Lifestyle or
Personality
Behavioral
Occasions, Benefits,
Uses, or Attitudes

17
18
Marketing Mix 4P-
9P

People Planning Product

Place Price Promotion

Partner Presentations Passions

 • How will we provide superior
customer value to our target
market?
• Marketing Mix
Marketing • The Product
Strategy • Communications
• Price
• Distribution
• Service
 • Product positioning
Firm: • Sales
• Customer Satisfaction

• Need Satisfaction
Outcomes Individual: • Injurious Consumption

• Economic
Society: • Physical Environment
• Social Welfare
Creating Satisfied Customers
Consumer Behavior is Product – Person – Situation Specific

Personal
Characteristics

Consumer Marketing
Product
Behavior Strategy
Characteristics

Consumption
Situation
 .1
e 6
r
Fig
u Psychological Factors
 Overall
Model Of
Consumer
Behavior
 • 1. Interview two student from two different
cultures. Determine the extent to which the
following are used in those cultures and the
variations in the values of those cultures
that relate to the use of these product:
a. Feast day
Essay b. Instant noodle
c. Birthday Celebration
d. Music
e. Restaurant
f. Internet
Essay
• 2. Imagine you are a consultant working with your state or province’s tourism
agency. You have been asked to advise the agency of the best promotional
themes to use to attract foreign tourists. What would you recommend if China
and Netherlands were two target markets?