Kebiasaan membeli yang kompleks Ada tiga tahapan proses

Kebiasaan membeli yang kompleks Ada tiga tahapan proses, yaitu pertama membangun keyakinan akan produk, kedua membangun sikap terhadap produk yang bersangkutan dan terakhir menentukan pilihan secara seksama. MIsalnya membeli barang mahal dan bermerk (branded item) Kebiasaan belanja sehari-hari (Habitual Buying Behavior) Tidak membutuhkan kajian khusus dan tidak terlalu terpengaruh oleh merk, misalnya belanja rempah-rempah, garam. Few Differences Between brands Membutuhkan kajian/perhatian yang seksama walaupun tidak/ sedikit sekali ditentukan oleh merk, misalnya membeli karpet. Kebiasaan belanja yang dipengaruhi oleh merk (Variety- Seeking Buy Behav) Tidak membutuhkan kajian khusus tetapi sangat dipengaruhi oleh merk, misalnya membeli alat kosmetik, barang-barang fashion. High Involvement Significant Differences between brands Dissonance- Reducing Buyer Behavior Complex Buying Behav. Dissonance-reducing Buying Behavior Low Involvement Variety- seeking Buying Behav. Habitual Buying Behavior

Suspects Prospects Disqualified prospect First Time Customers Repeat Customers Inactive or excustomers Clients Members Advocates Partners

Partners Clients who actively support your organization by recommending it to others Profit Starts here Potential customers who attraction on your organization Stronger form of customer – supplier relationship (create mutual benefit) Advocates Clients Customers A repeat customers who have positive feelings of loyality of your organization A one-off purchase of your product who has no feelings of your company Prospects Suspects Includes all buyers of the product/ service (anaware of your organization

Pengenalan problem (kebutuhan) Mencari informasi Evaluasi alternatif IBM IBM Apple Dell HP HP Toshiba Compaq NEC Sony, dll Keputusan membeli ? Purnabeli

Setiap manusia (normalsense) memiliki sense of place Perkembangan sense of place seseorang: • Fisik Jenis kelamin, umur, kesehatan, kemampuan finansial • Psikologis Nilai/kepercayaan, keturunan, keperibadian • Pengalaman/ pengetahuan Tingkat pendidikan, sosialisasi Place Berkaitan dengan lokasi dan integrasi antara masyarakat, budaya dan alam

Declarative component: pengetahuan akan makna obyek dan tempatnya Relational and configurational hubungan keruangan (spatial relationship) diantara pengembangan obyek dan tempatnya Procedural knowledge menggambarkan proses perkembangan perubahan obyek dalam konteks keruangan

Sense of Place Environmental cognition Spatial Cognition Cognitive mapping Mental Maps Social Mapping Suatu proses transformasi psikologis yang diharapkan, disimpan, recalls dan decodes information tentang lokasi dan atribut dari satu fenomena kejadian kehidupan sehari-hari.

Spatial Imagination Values Cognitive Space Affective Space Conative Spatial Behavior Cognitive Psychologi cal transforma tion Affective Conative Practices Spatial arrangement / Tata Ruang

Lingkungan Situasi Perilkau Konsumen Demografis Perubahan populasi dan nilai-nilai budaya dari variasi kelompok demografis Faktor-faktor yang mempengaruhi sentimen economi konsumen dan pola tabungan serta pengeluaran Reaksi konsumen terhadap perubahan cuaca, bencana alam , dsb. Difusi inovasi teknologi dan reaksi konsumen terhadap perubahan teknologi; misalnya peralatan yang ‘user-friendly’. Dampak penerapan hukum, aturan main dan peraturan bagi konsumen. Ritual, nilai, kebiasaan, dan norma dari sebuah budaya. Bagaimana konsumen dipengaruhi oleh budaya tersebut Ekonomi Alam Teknologi Politik Budaya

Creating Value Through Quality and Customer Satisfaction

Value and Satisfaction What is value? What are five things a marketer can do to increase the value of the offering? Value is a ratio between what the customer gets and what he gives. Raising benefits, reducing costs, raising benefits and reducing costs, raising benefits by more than the raise in costs, or lowering benefits by less than the reduction in costs.

Theory Segue: Buyer Readiness Stages Awareness Knowledge Liking Preference Attitude Conviction Behavior High versus low involvement? Purchase

Customer Delivered Value Starting point Focus Means Ends Factory Existing products Selling and promotion Profits through sales volume (a) The selling concept Market Customer needs Integrated marketing Profits through customer satisfaction (b) The marketing concept

TYPICAL MARKETING EXCHANGE PROCESS Product Company Revenue Consumer

Exchange and Transactions • Exchange involves obtaining a desired product from someone by offering something in return. • Transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement.