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LESSON

6

Perilaku Konsumen



Daftar isi:

6.0 Tujuan

6.1 Pengenalan

6.2 Perilaku Penjual dan Konsumen

6.2.1 Definisi 'Perilaku konsumen'

6.2.2 Karakteristik dari Perilaku konsumen

6.3 Faktor budaya

6.4 Faktor sosial

6.5 Faktor pribadi

6.6 Kepribadian dan konsep pribadi

6.7 Faktor Psikologi

6.8 Ringkasan

6.9 Aktifitas dan pelajaran

6.10 Kata kunci

6.11 Pertanyaan dari diskusi

6.12 Pendapat atau kesimpulan




6.0 Tujuan

Kali ini kami akan membahas tentang aktifitas Konsumen. Setelah membahas ini
kalian akan :

(i) Mengerti perilaku Konsumen dan pembeli dari faktor budaya, sosial, pribadi,
psikologi

(ii) Membicarakan kepribadian dan konsep pribadi.

6.1 Pengenalan

Konsumen atau pembeli, pada kesempatan yg diberikan ini,kami membahas secara
umum diikutin oleh motif bukan sekedar dalam motif . kekuatan dari motif seseorang
mungkin beragam di waktu yg berbeda setiap orang memiliki kebutuhan. Beberapa
dari kebutuhan ini adalah kebutuhan dasar kehidupan seperti halnya udara, air,
makanan, dan lain-lain. Kebutuhan adalah pembelajaran dari kebutuhan yang kita
dapatkan dari hasil perkembangan di dalam budaya dan sosial.
Marketing Management

6.2 Perilaku Pembeli atau Konsumen

Sebuah produk atau jasa pasti memiliki konsumen untuk membelinya. Maka dari itu
sangat penting untuk mempelajari aspek perilaku dari konsumen, pasti ada jawaban
yg tepat untuk pertanyaan berikut :

l Apa yang dibeli konsumen?

l Di manakah dia membeli?

l Kapan dia membeli?

l Berapa banyak dia
membeli?

l Kenapa dia membeli?

Dari awal keempat pertanyaan tersebut dapat dijawab dengan menggunakan data
stastik Though the first four questions can be answered by carrying out statistical data
based market research known as 'retail audit', 'prescription audit', etc., the answer to the
last question is indeed a very difficult one and can be answered by carrying out
'motivational research'. Nevertheless the answer to the 'Why' of consumer behaviour is
the most important factor to any organisation while designing a successful
product/service and its marketing strategy.

6.2.1 Definition of 'Consumer Behaviour'

A consumer is a person who purchases goods and services for his own personal needs.
Consumer Behaviour can be defined as those acts of 'individuals' which are directly
involved in making decisions to spend their available resources (time, money, energy)
in obtaining and using goods and services.

6.2.2 General Characteristics of Consumer Behaviour

The reason for studying consumer behaviour lies in its general characteristics, as it may
affect present day business operation. These characteristics can be described as below:

l The Consumer is the King.

l The Consumer Behaviour can be known.

l The consumer's behaviour can be influenced.

Why Study Consumer Behaviour?

l It will help to segment the market usefully

l It will aid in development of an effective marketing mix

l It will help to assess new market opportunities concept is unlikely to get
discarded for a very long time to come, because there would always be products
and populations of such a nature that some companies would feel.

What influences Consumers' Buying Decision Process?

Consumers' buying behaviour is influenced by cultural, social, personal and
psychological factors. The cultural factors exert the broadest and deepest influence.

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Cultural Factors Social Factors
Culture

Reference

Buying Decision Process

Subculture Groups

Social Class

Family




Roles &



Problem Recognition
status




Information Search




Identification & Evaluation of

Alternatives




Personal Factors Purchase decision Psychological

Age

Factors



Occupation Motivation
Lifestyle
Post Purchase Behaviour
Perception

Personality Learning



Attitude




Figure 6.1: Factors Influencing Consumer Buying Behaviour



Who is buyer?

What is the need to study consumer behaviour?

Explain general characteristics of consumer behaviour.