Konsumen
Dasar
Learning material presentation
Biodata
NAMA : Raden Fibrian Satya Putera
NIP : 8912681-ZY
Umur : 32 Tahun
Pendidikan : S1 – Teknik Elektro / Sub Jurusan Informatika & Komputer
Riwayat Kerja : - MB NIAGA & SAR (PLN UP3 Palembang) – 2020 sd Now
- MB TEL (PLN UP3 Muara Bungo) – 2019 sd 2020
- MULP Rivai (PLN UP3 Palembang) – 2018 sd 2019
- MULP Kayuagung (PLN UP3 Palembang) – 2016 sd 2018
- Spv IT & Telkom (PLN UP2D S2JB) – 2015 sd 2016
- AE IT & Telkom (PLN UP2D S2JB) – 2013 sd 2015
- AE SCADATEL (PLN UP3 Palembang) – 2012 sd 2013
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CONSUMER BEHAVIOR:
AN INTRODUCTION
1
CONSUMER BEHAVIOR
Definition:
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CONSUMER BEHAVIOR
Term of consumer:
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CONSUMER BEHAVIOR
Objectives:
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CONSUMER BEHAVIOR
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CONSUMER BEHAVIOR
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CONSUMER BEHAVIOR
Purchase activity:
PROBLEM
RECOGNITION
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CONSUMER BEHAVIOR
Use/Consumption Activities:
WHO BUY IT? WHERE SHE BUY IT? HOW SHE RESPOND?
Produk susu bayi dibeli oleh Millennials mom membeli Millennials mom membagikan
ibu, bukan bayi. produk susu di online. pengalaman mereka di social
media.
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CONSUMER BEHAVIOR
Disposal Activities:
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CONSUMER BEHAVIOR
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CONSUMER BEHAVIOR
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CONSUMER BEHAVIOR
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CONSUMER BEHAVIOR
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STP MARKETING
Overview:
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SEGMENTATION
Definition:
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DATA SOURCE FOR SEGMENTATION
Internal source:
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DATA SOURCE FOR SEGMENTATION
External source:
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TARGETING
Goals:
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TARGETING
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TARGETING
DEMOGRAPHIC
• High income
• Professional, manager, executive
PSYCHOGRAPHIC
• Pencari kesuksesan
• Punya status sosial tinggi
BEHAVIOURAL
• Digital savvy
• Loyal customer in Apple ecosystem
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POSITIONING
Definition:
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POSITIONING
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POSITIONING
Based on price
& quality:
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POSITIONING
Based on use &
application:
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QUIZ TIME!
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POSITIONING
xxx
xxx xxx
xxx
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CUSTOMER DECISION MAKING PROCESS
Definition:
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CUSTOMER DECISION MAKING PROCESS
The initiator The influencer The decider The purchaser The user
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CUSTOMER DECISION MAKING PROCESS
The Initiator
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CUSTOMER DECISION MAKING PROCESS
The Influencer
Seseorang yang
merekomendasikan merek/produk
tertentu.
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CUSTOMER DECISION MAKING PROCESS
The Decider
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CUSTOMER DECISION MAKING PROCESS
The Purchaser
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CUSTOMER DECISION MAKING PROCESS
The User
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QUIZ TIME!
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QUIZ TIME!
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CUSTOMER DECISION MAKING PROCESS
1. Inherent and Learned Buying Motives, adalah motif yang muncul dari kebutuhan
dasar konsumen seperti rasa lapar, kenyamanan, dan keamanan
2. Emotional and Rational Buying Motives, adalah motif yang dipengaruhi oleh
perasaan hati. Motif-motif tersebut adalah ego, gengsi, kenyamanan, kesenangan,
cinta dan kasih sayang dll
3. Psychological and Social Buying Motives, Yang berkaitan dengan kelompok sosial.
Ini mengasumsikan bahwa perilaku pembelian seorang individu dipengaruhi oleh
lingkungan sosialnya dan dia selalu ingin menyesuaikan diri dengan standar
lingkungannya.
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CUSTOMER DECISION MAKING PROCESS
POST-
NEED INFORMATION EVALUATION OF PURCHASE
PURCHASE
RECOGNITION SEARCH ALTERNATIVES DECISION
EVALUATION
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CUSTOMER DECISION MAKING PROCESS
1. Need recognition
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CUSTOMER DECISION MAKING PROCESS
2. Information search
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CUSTOMER DECISION MAKING PROCESS
3. Evaluation of alternatives
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CUSTOMER DECISION MAKING PROCESS
4. Purchase decision
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CUSTOMER DECISION MAKING PROCESS
4. Purchase decision
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CUSTOMER DECISION MAKING PROCESS
4. Purchase decision
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CUSTOMER DECISION MAKING PROCESS
4. Purchase decision
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CUSTOMER DECISION MAKING PROCESS
4. Purchase decision
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Keputusan jumlah produk, yaitu keadaan ketika pelanggan merasa nyaman dengan penjual yang memiliki
CUSTOMER DECISION MAKING PROCESS
5. Post-purchase evaluation
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QUIZ TIME!
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DEMOGRAPHIC, PSYCHOGRAPHIC,
BEHAVIOR ANALYSIS
2
TYPES OF SEGMENTATION
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TYPES OF SEGMENTATION
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TYPES OF SEGMENTATION
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TYPES OF SEGMENTATION
Demographics vs
Psychographics
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TYPES OF SEGMENTATION
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BEST PRACTICE OF SEGMENTATION
Segmentation of
solar panel based
on demographic
& behavioral:
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BEST PRACTICE OF SEGMENTATION
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QUIZ TIME!
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BEST PRACTICE OF SEGMENTATION
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CUSTOMER CONSUMPTION
& USAGE
3
CONSUMPTION
Definition:
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TYPES OF CONSUMPTION
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DIFFERENTIATION
Definition:
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DIFFERENTIATION DIMENSIONS
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DIFFERENTIATION DIMENSIONS
Product differentiation:
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• Durability |
DIFFERENTIATION DIMENSIONS
Services differentiation:
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DIFFERENTIATION DIMENSIONS
Personnel differentiation:
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DIFFERENTIATION DIMENSIONS
Channel differentiation:
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DIFFERENTIATION DIMENSIONS
Image differentiation:
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QUIZ TIME!
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DIFFERENTIATION DIMENSIONS
xxx
xxx
xxx
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CUSTOMER JOURNEY ANALYSIS
(OMNI)
4
OMNICHANNEL
Definition:
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OMNICHANNEL MARKETING
Definition:
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OMNICHANNEL VS MULTICHANNEL
MARKETING
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OMNICHANNEL MARKETING
Best practice in
retail industry:
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CUSTOMER JOURNEY MAPPING
Definition:
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CUSTOMER JOURNEY MAPPING
Best practice:
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5 PHASE TO DESIGN CUSTOMER JOURNEY MAP
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5 PHASE TO DESIGN CUSTOMER JOURNEY MAP
1. Gathering data & set goals
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5 PHASE TO DESIGN CUSTOMER JOURNEY MAP
2. Define customer persona
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5 PHASE TO DESIGN CUSTOMER JOURNEY MAP
3. Set customer journey stages
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5 PHASE TO DESIGN CUSTOMER JOURNEY MAP
4. Define touchpoints
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5 PHASE TO DESIGN CUSTOMER JOURNEY MAP
5. Update & improve all the mapping
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BEST PRACTICE CUSTOMER YOURNEY MAPPING
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QUIZ TIME!
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CUSTOMER YOURNEY MAPPING: PLN MOBILE
PROCESS XXX XXX XXX XXX XXX
TOUCHPOIN
T
Screen • xxx • xxx • xxx • xxx • xxx
Very
Happy
FEELINGS Satisfied
Unhappy
Pain
xxx xxx xxx xxx xxx
Point
CUSTOMER
PERSONA
Possibiliti
es xxx xxx xxx xxx xxx
Solution
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RESEARCH ON CONSUMER
BEHAVIOR
5
CONSUMER RESEARCH
Definition:
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TYPES OF DATA
Definition:
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CONSUMER RESEARCH
QUANTITATIVE QUALITATIVE
RESEAECH RESEAECH
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QUANTITATIVE VS QUALITATIVE
RESEARCH
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QUANTITATIVE RESEARCH
Purpose:
• Bersifat deskriptif
• Memungkinkan pemasar untuk “memprediksi”
perilaku konsumen
• Metode penelitian meliputi eksperimen, teknik
survei, dan observasi
• Temuan bersifat deskriptif, empiris, dan dapat
digeneralisasikan untuk populasi yang lebih besar.
• Bertujuan untuk mengeneralisasi fenomena yang
ada di pasar.
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QUANTITATIVE RESEARCH
Example:
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QUALITATIVE RESEARCH
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IN-DEPTH-INTERVIEW
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FOCUS GROUP DISCUSSION
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CONSUMER RESEARCH
Purpose of analysis:
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QUIZ TIME!
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Thank You