Mata Kuliah Geografi Pemasaran GP5 Triarko nurlambang 2007

Mata Kuliah Geografi Pemasaran (GP-5) Triarko nurlambang 2007

The aim of marketing is to meet and satisfy target customers’ needs and wants. The field of consumer behavior studies how individuals, groups, and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Understanding consumer behavior and “knowing customers” are never simple. (Kotler, 2000, p. 160)

Sebagai tindakan yang langsung terlibat dalam mendapatkan, mengkonsumsi, dan menghabiskan produk dan jasa, termasuk proses keputusan yang mendahului dan mengikuti tindakan ini. (Engel, 1992) The study of the buying units and the exchange processes involved in acquiring, consuming and disposing of goods. (Moven and Minor, 2000)

Definition of Consumer Behavior The study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires q Process q Exchange q Players

1. Perilaku konsumen adalah pondasi bagi manajemen pemasaran. Dapat dimanfaatkan untuk: a. Merancang marketing mix b. Merumuskan segment marketplace c. Merumuskan analisa lingkungan d. Mengembangkan riset pasar tingkat lanjut 2. Dapat dikembangkan sebagai bahan penting bagi penetapan kebijakan publik 3. Pemahaman akan perilaku konsumen akan memberi peluang untuk dapat lebih memantapkan penanganan konsumen 4. Analisa konsumen memberikan pengetahuan bagi pemahaman akan perilaku konsumen secara keseluruhan 5. Pemahaman perilaku konsumen akan memberikan 3 jenis informasi: a. Orientasi konsumen b. Fakta seputar tingkah laku manusia c. Teori yang dapt membimbing seseorang fokus pada proses berpikir

• Perspektif Pengambilan Keputusan • Perspektif Eksperiental • Perspektif Pengaruh Perilaku

Interdisciplinary Influences on Consumer Behavior

The Wheel of Consumer Behavior

CUSTOMER VALUE HIERARCHY MODEL Desired Customer Value Customer Satisfaction With Received Value Customer goals And purposes Goal-based satisfaction Implementation Through legislation Consequence-based satisfaction Desired policy Attributes and manifesto Promises Attribute-based satisfaction

Hierarchy of Effects Model Related Behaviors dimensions Movement Toward purchase Co native: the realm of motives. Ads stimulate or direct desires Purchases Conviction Affective: the realm of emotion Ads change attitudes and feelings Example of type of Promotion or advertising Relevant to various steps Point-of-purchase Retail store ads deals “last chance" offers price appeals Testimonial Competitive ads argumentative copy Preference “Image” copy Status glamour appeals Liking Knowledge Announcements Descriptive copy Classified ads Slogans Jingles Skywriting Awareness Teaser campaigns Cognitive: the realm of thoughts. Ads provide information and facts. Robert J. Lavidge and Gary A. Steiner, journal of Marketing (October 1961): 51

Mendorong Pelanggan Untuk Memilih (Model Hipotesis) Tahap Model AIDA Model Hirarki Efek Model Inovasi Adopsi Keterbukaan Kesadaran Tahap kognitif Perhatian Kesadaran Pengetahuan Kesukaan Minat Tahap Pengaruh/ Sikap Penerimaan Respon kognitif Minat Sikap Evaluasi Maksud Preferensi Keinginan Keyakinan Tahap perilaku Model Komunikasi Percobaan Tindakan Pembelian Adopsi Perilaku Pelanggan

Consumer Evolution Question Is there a new economy? What’s really changed? Who do customers think they are? What is today ‘s business cycle? Who’s in control? What’s your REAL value proposition Topic Use of technology changes our psychology Our perception of time and space has changed Your products must help people do things better Business is cycle Everything is global Commodities aren’t sustainable proportions Theme Basic business rules still apply We are in a period of concentration You can’t separate yourself from your customer Your business must operate in tune with your customers cycles Scalable business can’t survive in niche markets Don’t sell products, sell something that meets a need Old psychology The future is predictable Unlimited growth was the goal of business Producers controlled product development Business cycles were a few years long Your could survive in inches Market competitiveness is based primarily on price New psychology We live in an uncertain world We can’t waste resources and we must be future oriented Customers need products which make them more effective There are several cycles of change running simultaneously To be sustainable you must be global Customers demand products which are effective when they use them Business strategy Don’t bet on tomorrow Retreat to your core competency Redo your brand Get your cycles in sync with cultural change Define a global market Find a universal need; not a fad. Sumber: Grantham dan Judith, 2002

Karakteristik Proses Pengambilan Keputusan Pembeli Simulasi Pembeli keputusan Pembeli Pemasaran Lainnya Budaya Masalah pengenalan Produk Ekonomi Sosial Mencari Informasi Pilihan merk Harga Teknologi Personal Alternatif Evolusi Tempat Politik Psikologi Pengambilan Pilihan pemasok Promosi Budaya keputusan Membeli Purnabeli Pilihan Produk Pilihan waktu pembelian Pilihan jumlah harga

Budaya Sosial Budaya Kelompok Acuan Umur dan gaya hidup Psikologi Motivasi Persepsi Belajar Sub-Budaya Keluarga Klas Sosial Personal Situasi ekonomi dan pekerjaan Kepercayaan dan sikap

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.

Customer Delivered Value Total Customer Cost Product Value Monetary cost Service Value Time cost Personnel Value Energy cost Image value Psychic Cost

If we want to know what a business is, we have to start with its purpose. And its purpose must lie outside the business itself. In fact, it must lie in society since a business enterprise is an organ of society. There is one valid definition of business purpose: to create a customer. * Peter F. Drucker, The Practice of Management (New York: Harper & * Row, 12954), p. 37.

Customer Equity • How Much Is A Customer Worth

Customer Equity Lifetime Value of a Loyal Customer. • Revenue Stream. Price/unit * Total expected lifetime purchases • Income Stream. Margins/unit * Total expected lifetime purchases

How does an organization create a customer? • Identifying customer needs • Designing goods and services that meet those needs • Communicating information about those goods and services to prospective buyers • Making the goods or services available at times and places that meet customers’ needs • Pricing goods and services to reflect costs, competition, and customers’ ability to buy • Providing for the necessary service and follow-up to ensure customer satisfaction after the purchase* *Joseph P. Guiltianan and Gordon W. Paul, Marketing Management, 6 th ed. (New York: Mc. Graw-Hill, 1996), pp. 3 -4.

Quality #1 • Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.

Five Possible Definitions of Quality • Innate Excellence. (You know it when you see it) • Product-Based. (The more, the better) • User-Based. (Quality is what the customer says it is) • Manufacturing-Based. (Conformance to standards) • Value-Based. (Excellence for the money)

Garvin’s 8 dimensions of quality • • Performance Features Reliability Conformance (to standards) Durability Serviceability Aesthetics Perceived quality (Image)

CUSTOMER SATISFACTION Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations.

Service Quality Dimensions • Tangibles : The physical facilities, equipment, and appearance of personnel. • Reliability : Ability to perform the promised service dependably and accurately. • Responsiveness : Willingness to help customers and provide prompt service. • Assurance : Knowledge and courtesy of employees and their ability to inspire trust and confidence. • Empathy: Caring, individualized attention the firm provides its customers.

Satisfied Customers: • • Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) • Offer feedback • Reduce transaction costs