MARKETING MANAGEMENT

12th edition

6
Analyzing
Consumer Markets

©2002 South-Western
Kotler Keller
 Chapter Questions
 Bagaimana karakteristik pembeli mempengaruhi
perilaku pembeli?
 Proses psikologis utama apa yang mempengaruhi
tanggapan konsumen terhadap program
pemasaran?
 Bagaimana cara pembeli membuat keputusan
pembelian?
 Bagaimana pemasar menganalisis pengambilan
keputusan konsumen?

6-2 ©2002 South-Western

Latar Belakang

 Mengapa perilaku konsumen perlu

dipelajari :
1. Konsumen sebagai titik sentral
perhatian pemasaran
2. Perkembangan pemasaran pada
saat ini menunjukkan bahwa lebih
banyak produk yang ditawarkan
daripada permintaan
©2002 South-Western 3
Emerging Trends in Consumer Behavior

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

6-4 ©2002 South-Western

Model CB (Henry Assael)
Evaluasi
Evaluasi pasca
pasca pembelian
pembelian

Konsumen
Individu

Pengaruh- Keputusan Tanggapan

pengaruh Konsumen Konsumen
Lingkungan

Implikasi
terhadap
Strategi
Pemasaran
Feed
Feed back
back bagi
bagi pemasaran
pemasaran
©2002 South-Western 5
Implikasi Manajerial CB
 Mendefinisikan dan mensegmentasikan
pasar
 Menentukan kebutuhan dan keinginan
dari segmen pasar
 Mengembangkan strategi yang
didasarkan pada kebutuhan, sikap dan
persepsi konsumen
 Mengevaluasi strategi pemasaran
 Menilai perilaku konsumen di masa yang
akan datang
©2002 South-Western 6
 1
Consumer Behavior
Proses yang digunakan
konsumen dalam membuat
keputusan pembelian, seperti
menggunakan dan
menghentikan pembelian barang
atau jasa; termasuk faktor-faktor
yang mempengaruhi keputusan
pembelian dan penggunaan
produk.

©2002 South-Western 7
Model of Consumer Behavior

6-8 ©2002 South-Western

 8
Psychological Influences
Perception
Perception

Motivation
Motivation

Learning
Learning
Psychological
Psychological
Influences
Influences on
on
Buying
Buying Decisions
Decisions Beliefs
Beliefs &
& Attitudes
Attitudes

©2002 South-Western 9
 8
Perception

Perception adalah proses yang digunakan oleh

seorang individu untuk memilih,
mengorganisasi, dan menginterpretasi
masukan-masukan informasi guna menciptakan
gambaran dunia yang memiliki arti

©2002 South-Western 10
 8
Perception

Orang dapat memiliki persepsi

yang berbeda atas objek yang
sama karena tiga proses persepsi

©2002 South-Western 11
 8
Perception

Perhatian
Perhatian Distorsi
Distorsi
Selektif
Selektif Selektif
Selektif

Ingatan
Ingatan
Selektif
Selektif

©2002 South-Western 12
 8
Perception
Konsumen
Konsumen menyaring
menyaring rangsangan
rangsangan (stimuli)
(stimuli)
Perhatian
Perhatian yang
yang masuk
masuk dan
dan mengabaikan
mengabaikan yang
yang lain
lain
Selektif
Selektif (rangsangan
(rangsangan sesuai
sesuai kebutuhan,
kebutuhan, antisipasi,
antisipasi,
deviasi
deviasi besar)
besar)

Distorsi Konsumen
Konsumen cenderung
cenderung menafsirkan
menafsirkan informasi
informasi
Distorsi sesuai
sesuai keyakinan
keyakinan awal
awal mereka
mereka atas
atas merk
merk &
&
Selektif
Selektif produk
produk

Ingatan
Ingatan Konsumen
Konsumen cenderung
cenderung mengingat
mengingat hal2
hal2 baik
baik ttg
ttg
Selektif
Selektif produk
produk (repeat
(repeat advertising)
advertising)

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 8
A Consumer’s Selective Exposure
Exposure
Exposure to
to over
over 250
250
advertisement
advertisement messages
messages per
per day
day

Notices only
11 to 20 ads

©2002 South-Western 14
Marketing Implications of 8
Perception

 Important attributes

 Higher price

 Brand names

 Quality and reliability

 Threshold level of perception

 Product changes
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 8
Motivation
Self-
Maslow’s
Maslow’s Actualization
Hierarchy
Hierarchy of
of
Needs
Needs Esteem

Social

Safety

Physiological
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 8
Learning

Learning adalah perubahan

perilaku seseorang yang
timbul dari pengalaman

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 8
Types of Learning

Types
Types of
of Description
Description
Learning
Learning

Experiential
Experiential An
An experience
experience changes
changes behavior
behavior

Not
Not learned
learned through
through direct
direct
Conceptual
Conceptual experience
experience

©2002 South-Western 18
 8
Beliefs and Attitudes
Belief (keyakinan) adalah gambaran
pemikiran yang dianut seseorang tentang
suatu hal. Dapat membentuk citra produk
& merek, dan orang akan bertindak
berdasarkan citra tersebut. Dapat
Belief berhubungan dengan citra suatu negara

©2002 South-Western 19
 8
Beliefs and Attitudes

Attitude (sikap) adalah evaluasi,

perasaan emosional, dan
kecendrungan tindakan yang
menguntungkan dan bertahan
Attitude lama dari seseorang terhadap
suatu objek atau gagasan.
Berkenaan dengan menyukai
atau tidak terhadap suatu objek.

©2002 South-Western 20
 5
Culture

Culture merupakan penentu

keinginan dan perilaku yang
paling mendasar. Anak-anak
mendapatkan kumpulan
nilai, persepsi, preferensi,
dan perilaku dari
keluarganya serta lembaga-
lembaga penting lain.

©2002 South-Western 21
 5
Subculture

Subculture memiliki banyak

ciri-ciri dan sosialisasi khusus
bagi anggota-anggotanya.
Terdiri dari kebangsaan,
agama, kelompok ras, dan
daerah geografis.

©2002 South-Western 22
 5
Social Class
Social class adalah pembagian
masyarakat yang relatif homogen
dan permanen, yang tersusun
secara hierarkis dan yang
anggotanya menganut nilai-nilai,
minat, dan perilaku yang serupa
(dapat mencerminkan
penghasilan, pekerjaan,
pendidikan, dan tempat tinggal)

©2002 South-Western 23
 6
Social Influences

Social
Social Influences
Influences on
on
Buying
Buying Decisions
Decisions

Reference
Reference Family
Family
Groups
Groups

Peran
Peran &
& Status
Status

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 6
Reference Groups
Primary (keluarga,
teman, tetangga, rekan
kerja)

Direct
Secondary (kelompok
keagamaan, profesi)
Types of
Reference
Groups Aspirational (kelompok
yg ingin dimasuki)

Indirect
Non-aspirational
(kelompok yg nilai/
perilakunya ditolak)

©2002 South-Western 25
 6
Family
 Instigators

 Influencers
Purchase
Purchase Roles
Roles  Decision-Makers
in
in the
the Family
Family
 Purchasers
 Consumers
Children
Influence
Purchase
Decisions
©2002 South-Western 26
Hubungan Pemb & Konsumen dlm Keluarga
Pengambil
Pengambil Keputusan
Keputusan Pembelian
Pembelian
Hanya Orang Hanya Anak- Bbrp/ Semua
tua anak anggt keluarg

KK Orang Tua Golf klub Kartu ultah ibu Hadiah natal

Kosmetik Minivan
OO
Anggur
NN
Anak-anak Popok Permen Sepeda
SS Sarapan Mainan anak2
UU Cereal
Bbrp anggt Video Film anak2 Komputer
MM keluarga Telp jrk jauh Acara OR
EE
NN Semua Pakaian Restoran fast- Anggt klub
anggota Asuransi jiwa food berenang
keluarga Liburan
©2002 South-Western 27
Sumber
Sumber::Lamb,
Lamb,Hair,
Hair,McDaniel,
McDaniel,2000;
2000;218
218
Peran & Status
Peran meliputi kegiatan
yang diharapkan akan
dilakukan oleh seseorang.
Masing-masing peran
menghasilkan status.
Orang-orang memilih
produk yang dapat
mengkomunikasikan
peran & status mereka di
masyarakat.

©2002 South-Western 28
 7
Individual Influences

Usia
Usia&&Tahap
TahapSiklus
Siklus
Hidup
Hidup
Pekerjaan
Pekerjaan &
&
Lingkungan
Lingkungan Gaya
Gaya Hidup
Hidup
Ekonomi
Ekonomi
Kepribadian
Kepribadian &&
Konsep
Konsep Diri
Diri

©2002 South-Western 29
Consumer Decision Making Process - 2
Buying Roles
Yang
Yangpertama
pertamakali
kalimengusulkan
mengusulkangagasan
Initiator
Initiator untuk
untukmembeli
membelisuatu
suatuproduk
gagasan
produkatau
ataujasa
jasa

Seseorang
Seseorangyang
yangpandangan
pandanganatau
atausarannya
Influencer
Influencer Mempengaruhi keputusan
Mempengaruhi keputusan
sarannya

Seseorang
Seseorangyang
yangmengambil
mengambilkeputusan
keputusan::
Decider
Decider Apakah
Apakahmembeli/tdk,
membeli/tdk,bgmn
bgmn&&dimana
dimanamembeli
membeli

Orang
Orangyang
yangmelakukan
melakukanpembelian
Buyer
Buyer sesungguhnya
pembelian
sesungguhnya

Seseorang
Seseorangyang yangmengkonsumsi/
User
User Menggunakan
mengkonsumsi/
Menggunakanproduk/jasa
produk/jasa
©2002 South-Western 30
Consumer Decision-Making 2
Process
Need
Need Recognition
Recognition

Information
Information Search
Search
Cultural,
Cultural, Social,
Social,
Individual
Individual and
and
Psychological Evaluation
Evaluation
Psychological of
Factors
Factors of Alternatives
Alternatives
affect
affect
all
all steps
steps Purchase
Purchase

Postpurchase
Postpurchase
©2002 South-Western
Behavior
Behavior 31
 2
Need Recognition

Result of an imbalance
between actual and
desired states.

©2002 South-Western 32
 2
Need Recognition

Marketing helps Internal Stimuli

consumers
and
recognize an
External Stimuli
imbalance between
present status and
preferred state Preferred State

Present Status

©2002 South-Western 33
 2
Information Searches

Internal Process of recalling past

information stored
in the memory.

External Process of seeking

information in the
outside environment.
©2002 South-Western 34
 2
Information Search
Internal Information Search

 Recall information in memory

External Information search

 Seek information in outside

environment
 Non-marketing controlled
(personal exper., private
sources, public source)
 Marketing controlled
©2002 South-Western 35
 2
External Information Searches
Need Less Need More
Information Information

Less Risk More Risk

More knowledge Less knowledge
More product Less product
experience experience
Low level of interest High level of interest

©2002 South-Western 36
 2
Evaluation of Alternatives
Evoked Set Evaluation of Products

Analyze product attributes

Use cutoff criteria

Rank attributes by
importance

Purchase!
©2002 South-Western 37
 Perilaku Konsumen pada Implementasi
Pembelian

Pengaruh
Pengaruh
orang
orang lain
lain

Identifikasi
Identifikasi Maksud
Maksud Implementasi
Implementasi
Pilihan
Pilihan beli
beli pembelian
pembelian

Pengaruh
Pengaruh
situasional
situasional

Sumber
Sumber :: Dikembangkan
Dikembangkan dari
dari Sheth,
Sheth, Mittal
Mittal && Newman,
Newman, 1999
1999

©2002 South-Western 38
 2
Purchase

To buy
or not to buy... Determines which attributes
are most important
in influencing a
consumer’s choice

©2002 South-Western 39
 3
Postpurchase Behavior

?
Cognitive Dissonance

Can minimize through:

Effective Communication
Did I make a good decision? Follow-up
Guarantees
Did I buy the right product? Warranties

Did I get a good value?

©2002 South-Western 40
 Keterlibatan & Tipe Perilaku Konsumen (Hawkins et al)

Less More
Involvement Involvement
Routine
Routine Response
Response Limited
Limited Decision
Decision Extensive
Extensive Decision
Decision
Behavior
Behavior Making
Making Making
Making
Kesadaran
Kesadaran Kebutuhan
Kebutuhan Kesadaran
Kesadaran kebutuhan
kebutuhan
Kesadaran
Kesadaran kebutuhan
kebutuhan Generik
Generik Generik
Generik
Selektif
Selektif
Pencarian
Pencarian informasi
informasi Pencarian
Pencarian informasi
informasi
Internal
Internal Internal
Internal Eksternal
Eksternal
Pencarian
Pencarian Informasi
Informasi Eksternal
Internal Eksternal terbatas
terbatas
Internal terbatas
terbatas
Evaluasi
Evaluasi alternatif
alternatif Evaluasi
Evaluasi alternatif
alternatif
No
No choice
choice Sedikit
Sedikit atribut
atribut Banyak
Banyak atribut
atribut
Single
Single Commodity Aturan
brand Commodity Aturan kep sederhn
kep sederhn Aturan
Aturan kep kompleks
kep kompleks
brand Loyal
Loyal Sedikit
Sedikit alternatif
alternatif Banyak
Banyak alternatif
alternatif
Pembelian
Pembelian Pembelian
Pembelian Pembelian
Pembelian

Purna
Purna Pembelian
Pembelian Purna
Purna pembelian
pembelian Purna
Purna pembelian
pembelian
Tidak
Tidak ada
ada dissonance
dissonance Tidak
Tidak ada
ada dissonans
dissonans Dissonans
Dissonans
Evaluasi
Evaluasi sangat
sangat terbatas
terbatas Evaluasi
©2002 terbatas
Evaluasi terbatas
South-Western Evaluasi
Evaluasi kompleks
kompleks
41
Tipe Perilaku Konsumen (Henry Assael)

INVOLVEMENT
INVOLVEMENT

High
High Low
Low
B
B Complex Buying Variety Seeking
R
R More
More Behavior Buying Behavior

A
A
Dissonance Habitual Buying
N
N
Little Reducing Buying Behavior
Little
D
D Behavior

©2002 South-Western 42
 4
Level of Involvement
Previous
Previous
Experience
Experience Interest
Interest

Factors
Factors Perceived
Perceived Risk
Risk of
of
Determining
Determining Negative
Negative
Level
Level of
of Consequences
Consequences
Involvement
Involvement
Situation
Situation
Social
Social Visibility
Visibility
©2002 South-Western 43
 Types of Consumer Buying 4
Decisions

Routine
Routine Limited
Limited Extensive
Extensive
Response
Response Decision
Decision Decision
Decision
Behavior
Behavior Making
Making Making
Making

Less More
Involvement Involvement

©2002 South-Western 44
 4
Routine Response Behavior

 Little involvement in selection process

 Frequently purchased low cost goods

 May stick with one brand
 Buy first/evaluate later
 Quick decision

©2002 South-Western 45
 4
Limited Decision Making

 Low levels of involvement

 Low to moderate cost goods

 Evaluation of a few alternative

brands

 Short to moderate time to decide

©2002 South-Western 46
 4
Extensive Decision Making
 High levels of involvement

 High cost goods

 Evaluation of many brands

 Long time to decide

 May experience cognitive dissonance

©2002 South-Western 47
Marketing Implications of 4
Involvement

High-involvement Low-involvement
purchases require: purchases require:
extensive promotion in-store promotion
to target market and and eye-catching
package design
good advertisement

©2002 South-Western 48