MARKETING MANAGEMENT

12th edition

Pertemuan 6
Pasar Konsumen dan
Pasar Bisnis

Kotler Keller
Emerging Trends in Consumer Behavior

Metrosexual –
Straight urban man
who enjoys shopping
and using grooming
products

6-2
Apa yang Mempengaruhi Perilaku
Konsumen?

Faktor
Faktor Budaya
Budaya

Fakor
Fakor Sosial
Sosial

Faktor
Faktor Personal
Personal

6-3
Budaya

Determinan dasar dari keinginan dan

perilaku seseorang yang diperoleh
dari proses sosialisasi dengan
keluarga dan institusi kunci lainnya

6-4
Sub budaya

Nasionalitas
Nasionalitas

Agama
Agama

Kelompok
Kelompok Rasial
Rasial

Wilayah
Wilayah Georgrafis
Georgrafis

Minat
Minat Khusus
Khusus
6-5
Kelas Sosial

Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers

6-6
Karakteristik dari Kelas Sosial

• Memiliki perilaku yagn cenderung sama

• Menentukan posisi yagn superior atau
inferior
• Bisa dikategorikan ke dalam suatu
kelompok atau variabel (pekerjaan,
penghasilan, kemakmuran)
• Berubah sepanjang waktu

6-7
Faktor Sosial

Kelompok
Keluarga
Referensi

Peran
Status
Sosial

6-8
Kelompok Referensi

Membership
Membership groups
groups

Primary
Primary groups
groups

Secondary
Secondary groups
groups

Aspirational
Aspirational groups
groups

Dissociative
Dissociative groups
groups
6-9
Keluarga

• Orientasi Keluarga
– Agama
– Politik
– Ekonomi
• Kebiasaan Keluarga
– Perilaku
Pembelian
Harian

6-10
Peran dan Status

Sejauhmana status
seseorang dikaitakan
dengan berbagai pekerjaan
yang berbeda?

6-11
Faktor Personal

Usia
Tahapan
Konsep Siklus Hidup

Gaya Hidup Pekerjaan

Nilai Kemakmuran
Kepribadian

6-12
Model Perilaku Konsumen

6-13
Proses Kunci Psikologis

Motivasi Percepsi

Pembelajaran Memori

6-14
Motivasi

Maslow’s
Hierarchy Herzberg’s
Freud’s
of Needs Two-Factor
Theory
Theory
Perilaku dipacu
Perilaku didorong
oleh kebutuhan Behavior is
oleh motivasi
yang terendah, guided by
dibawah alam
dan tidak satisfiers and
sadar
terpenuhi dissatisfiers

6-15
Maslow’s Hierarchy of Needs

6-16
Herzberg’s Two-Factor Theory

6-17
Perception

Selective Attention

Selective Retention

Selective Distortion

Subliminal Perception
6-18
Figure 6.3 Dole Mental Map

6-19
Encoding Brand Associations

6-20
Figure 6.4 Consumer Buying Process

Problem Recognition

Information Search

Evaluation

Purchase Decision

Postpurchase
Behavior
6-21
Problem Recognition

6-22
Sources of Information

Personal Commercial

Public Experiential

6-23
Figure 6.5 Successive Sets

6-24
Evaluation of Attributes
Table 6.3

6-25
Figure 6.6 Stages between Evaluation of
Alternatives and Purchase

6-26
Non-compensatory Models of Choice

• Conjunctive
– Each brand must meet minimum cutoff
standard on attribute A and attribute B and
attribute C, etc.
• Lexicographic
– Chose brand that has the best performance on
most important criterion.
• Elimination-by-aspects
– Eliminate brands that do not meet minimum
standards of performance.

6-27
Perceived Risk
Functional
Functional

Physical
Physical

Financial
Financial

Social
Social

Psychological
Psychological

Time
Time

6-28
Figure 6.7 How Customers Use and
Dispose of Products

6-29
Other Theories of
Consumer Decision Making

Involvement Decision Heuristics

• Elaboration • Availability
Likelihood Model • Representativenes
• Low-involvement s
marketing • Anchoring and
strategies adjustment
• Variety-seeking
buying behavior
6-30
Mental Accounting
• Consumers tend to…
– Segregate gains
– Integrate losses
– Integrate smaller losses with larger gains
– Segregate small gains from large losses

6-31
Marketing Debate

 Is Target Marketing Ever Bad?

Take a position:
1. Targeting minorities is exploitative.
2. Targeting minorities is a sound
business practice.

6-32
Marketing Discussion

 What are your mental accounts?

Do you have rules you employ in

spending money?
Do you follow Thaler’s four principles
in reacting to gains and losses?

6-33