2 Ringkasan Perilaku Konsumen PDF

Disusun oleh : Muhammad Firman (Akuntansi FE UI 2012)
PERILAKU KONSUMEN
The Marketing Concept
CHAPTER 1 Assumes that to be successful, a company must determine
the needs and wantsof specific target marketsand deliver
INTRODUCTION TO CONSUMER BEHAVIOUR the desired satisfactions better than the competition
Marketing objectives: Profits through customer
satisfaction
Consumer Behaviour Business Leaders Who Understood Consumer Behaviour
The behaviour that consumers display in searching for, - Alfred Sloan, General Motors
purchasing, using, evaluating, and disposing of products - Colonel Sanders, KFC
and services that they expect will satisfy their needs. - Ray Kroc, McDonald‟s
Personal Consumer Implementing the Marketing Concept
The individual who buys goods and services for his or her - Consumer Research
own use, for household use, for the use of a family - Segmentation
member, or for a friend. - Targeting
- Positioning
Development of the Marketing Concept
Segmentation, Targeting, and Positioning
Segmentation: process of dividing the market into subsets
of consumers with common needs or characteristics
Targeting: selecting one ore more of the segments to
pursue
Positioning: developing a distinct image for the product in
the mind of the consumer
Successful Positioning
- Communicating the benefits of the product, rather than
its features
The Production Concept - Communicating a Unique Selling Proposition for the
- Assumes that consumers are interested primarily in product
product availability at low prices
The Marketing Mix
Marketing objectives: - Product
–Cheap, efficient production - Price
–Intensive distribution - Place
–Market expansion - Promotion
The Product Concept The Societal Marketing Concept

Assumes that consumers will buy the product that offers - All companies prosper when society prospers.
them the highest quality, the best performance, and the - Companies, as well as individuals, would be better off if
most features social responsibility was an integral component of every
marketing decision.
Marketing objectives: - Requires all marketers adhere to principles of social
–Quality improvement responsibility.
–Addition of features
- Tendency toward Marketing Myopia Digital Revolution in the Marketplace
- Allows customization of products, services, and
The Selling Concept promotional messages like never before
Assumes that consumers are unlikely to buy a product - Enhances relationships with customers more effectively
unless they are aggressively persuaded to do so and efficiently
- Has increased the power of customers and given them
Marketing objectives: Sell, sell, sell access to more information
Lack of concern for customer needs and satisfaction
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- The exchange between consumers and marketers has

become more interactive Public service initiatives have to be based on an
- May affect the way marketing is done understanding of consumer behaviour
–Canada‟s largest advertiser is the federal government
Changes brought on by the digital revolution –Most government initiatives (e.g., antismoking
- Changes in segmentation strategies campaigns) need a knowledge of consumer behaviour to
- Re-evaluation of promotional budgets succeed
- reduced impact of television?
- More internet-based promotion? - Better understanding of our own consumption behaviour
- Integrated marketing becomes critical
- Using off-line promotions to drive consumers to CHAPTER 2
company‟s website (and vice-a-versa)
- Revamping distribution systems
- Direct distribution becomes more of an option CONSUMER RESEARCH
- Pricing methods may need to be re-evaluated
- Comparison shopping made easier
- Consumer research methods may change
- How do you measure web-based promotions? Opening Vignette
Why are older Canadians less willing to switch to online
A Simplified model i consumer behaviour banking?
- Think it requires an advanced knowledge of
technology
- Perceive themselves as lacking in such knowledge
- Telephone surveys, 1200 Canadians, 18+ years of
age
Interpretivism
A postmodernist approach to the study of consumer
behaviour that focuses on the act of consuming rather
than on the act of buying
Positivism
A consumer behaviour research approach that regards the
consumer behaviour discipline as an applied marketing
science.
Quantitative Research
- Descriptive in nature.
- Enables marketers to “predict” consumer behaviour.
- Research methods include experiments, survey
techniques, and observation.
- Findings are descriptive, empirical and generalizable.
Qualitative Research
- Consists of depth interviews, focus groups, metaphor
analysis, collage research, and projective techniques.
- Administered by highly trained interviewer-analysts.
- Findings tend to be subjective.
- Small sample sizes
Comparisons between Positivism and Interpretivism
Why study consumer behaviour?

Understanding consumer behaviour will help you become
better marketers as it is the foundation for
- Segmenting markets
- Positioning products
- Developing an appropriate marketing
- continued
Knowledge of consumer behaviour is essential for non-
profit organizations
–Non profits have different customers to please
–Donors, users, volunteers, general public, government
»continued
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- Primary data: data collected by the researcher for the

purpose of meeting specific objectives
Major Sources of Secondary Data
Government Publications
Periodicals &Books
Internal Sources
Commercial Data
Data Collection Methods
1. Observation
2. Experimentation
3. Surveys
Observational Research
- Helps marketers gain an in-depth understanding of the
relationship between people and products by watching
The Consumer Research Process them buying and using products.
Six steps - Helps researchers gain a better understanding of what
–defining the objectives of the research the product symbolizes.
–collecting and evaluating secondary data - Widely used by interpretivist researchers.
–designing a primary research study
–collecting primary data Experimentation
–analyzing the data - Can be used to test the relative sales appeal of many
–preparing a report on the findings types of variables.
- Only one variable is manipulated at a time, keeping other
The Consumer Research Process elements constant.
- Can be conducted in laboratories or in the field.
Survey Data Collection Methods
1. Personal Interview
2. Mail
3. Telephone
4. Online
Advantages and Disadvanteges comparison
Validity
The degree to which a measurement instrument
accurately reflects what it is designed to measure
Reliability
The degree to which a measurement instrument is
consistent in what it measures
Attitude Scales
Developing Research Objectives - Likert scales: easy for researchers to prepare and
- Defining purposes and objectives helps ensure an interpret, and simple for consumers to answer.
appropriate research design. - Semantic differential scales: relatively easy to construct
- A statement of objectives helps to define the type and and administer.
level of information needed. - Rank-order scales:subjects rank items in order of
preference in
Secondary Versus Primary Data
- Secondary data: data that has been collected for reasons
other than the specific research project at hand
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Example of a Likert Scale Projective Techniques

Please place the number that best indicates how strongly Research procedures designed to identify consumers’
you agree ordisagree with each of the following subconscious feelings and motivations.
statements about shopping online in the space to the left
of the statement. Metaphor Analysis
1 = Agree Strongly Based on belief that metaphors are the most basic method
2 = Agree of thought and communication.
3 = Neither Agree or Disagree
4 = Disagree Zaltman Metaphor Elicitation Technique (ZMET)
5 = Disagree Strongly –combines collage research and metaphor analysis
–to bring to the surface the mental models and the major
_____ a. It is fun to shop online. themes or constructs that drive consumer thinking and
_____ b. Products often cost more online. behaviour.
_____ c. It is a good way to find out about new products.
Customer Satisfaction Data Collection Instruments
Semantic Differential Profiles of Three Pay-Per-Movie - Customer Satisfaction Surveys
Services - Gap Analysis of Expectations versus Experience
- Mystery Shoppers
- Critical Incident Technique
- Customer Complaint Analysis
- Analysis of Customer Defections
Sampling Plan Decisions
1. Whom to survey?
2. How many?
3. How toselect them?
Probability Sampling Designs
Rank-Order Scales
Rank the following computer manufacturers in terms of
hotline help by placing a 1 next to the one who provides
the best telephone help, a 2 next to the second best, until
you have ranked all six.
_____ IBM _____Hewlett Packard
_____ Dell _____ Gateway Non-Probability Sampling Designs
_____ Compaq _____ NEC
Qualitative Data Collection Methods
1. Depth Interviews
2. Projective Techniques
3. FocusGroups
4. Metaphor Analysis
Focus Group
A qualitative research method in which eight to ten
persons participate in an unstructured group interview
about a product or service concept
Example of Discussion guide
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Latent Motives
CHAPTER 3 - Motives that the consumer is unaware of or unwilling to
recognize
MOTIVATION AND INVOLVEMENT –Harder to identify
–Require projective techniques to identify
Manifest Motives
Opening Vignette –Motives that the consumer is aware
Why do people go to boutique hotels?
- Personalized service Goals
- Unique experience Generic Goals
–the general categories of goals that consumers see as a
Also satisfies consumer‟s ego needs way to fulfill their needs
- „as unique as I am‟ –e.g., “I want to get a graduate degree”
What Is Motivation? Product-Specific Goals
The driving force within individuals that impels them to the specifically branded products or services that
action consumers select as their goals
–Produced by a state of tension due to an unfulfilled need
–Which leads to conscious/subconscious attempts to The Selection of Goals
reduce the tension The goals selected by an individual depend on their:
–Personal experiences
Model of The Motivation Process –Physical capacity
–Prevailing cultural norms and values
–Goal‟s accessibility in the physical and social environment
Motivations and Goals
The Dynamic Nature of Motivation

- Needs are never fully satisfied
- New needs emerge as old needs are satisfied
- A given need may lead totally different goals
- Consumers are more aware of their goals than their
Types of Needs needs
Innate Needs - Consumer values, personality and self-concept influence
–Physiological (or biogenic) needs that are considered consumer goals
primary needs or motives - Consumers have multiple needs, Pre-potent need
- Motives are difficult to infer from behaviour
Acquired needs - Past experiences (success/failure) influence goals,
–Generally psychological (or psychogenic) needs that are Defence Mechanisms
- Motives may conflict with each other
Types of Motives
Rational Motives Three types of motivational conflict
Goals chosen according to objective criteria (e.g., price) Approach-approach: when a consumer is drawn towards
two positive goals
Emotional Motives Approach-avoidance: when the goal object has both
Goals chosen according to personal or subjective criteria positive and negative qualities
(e.g., desire for social status) –You are both drawn toward and away from the object
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Avoidance-avoidance: when the consequences of buying Murray’s List of Psychogenic Needs

an object is unpleasant, but the purchase does not lead to - Needs Associated with Inanimate Objects:
any pleasure Acquisition, Conservancy, Order, Retention, Construction
Motives can be aroused in many ways - Needs Reflecting Ambition, Power, Accomplishment, and
–Physiological arousal Prestige: Superiority, Achievement, Recognition,
Hunger, thirst Exhibition, Infavoidance
–Emotional arousal - Needs Connected with Human Power: Dominance,
daydreaming Deference, Similance, Autonomy, Contrariance
–Cognitive arousal - Sado-Masochistic Needs: Aggression, Abasement
Random thoughts
- Needs Concerned with Affection between People:
–Environmental arousal Affiliation, Rejection, Nurturance, Succorance, Play
Defence Mechanism - Needs Concerned with Social Intercourse: Cognizance,
Methods by which people mentally redefine frustrating Exposition
situations to protect their self-images and their self-
esteem. McClelland‟s Trio of Needs
Power
Types of Defence Mechanisms –individual’s desire to control environment
- Aggression
- Rationalization Affiliation
- Regression –need for friendship, acceptance, and belonging
- Withdrawal
- Projection Achievement
- Autism –need for personal accomplishment
- Identification –closely related to egoistic and self-actualization needs
- Repression
Mid-range Theories of Motivation
Philosophies Concerned With Arousal of Motives Psychological Reactance
Behaviourist School –Motivational arousal due to threat of behavioural
–Behaviour is response to stimulus freedom
–Elements of conscious thoughts are to be ignored
–Consumer does not act, but reacts Opponent Process Theory
–Extreme initial reactions may be followed by extreme
Cognitive School opposite reaction
–Behaviour is directed at goal achievement –Priming
–Need to consider needs, attitudes, beliefs, etc. in - Small amounts of initial stimuli will lead to desire
understanding for more
- extreme amounts of exposure to same stimulus
Maslow’s Hierarchy’s of Needs will lead to withdrawal
- Hedonic Consumption
- Need to gain pleasure through the senses
- Explains attraction to scary rides, adventure tours,
etc
- Optimum Stimulation Level
- Desire to maintain a certain level of stimulation
that the consumer considers to be optimal
Motivational Research
Qualitative research designed to uncover consumers‟
subconscious or hidden motivations. Consumers are not
always aware of, or may not wish to recognize, the basic
reasons underlying their actions.
Projective Techniques
- Metaphor analysis
- Story telling
- Picture drawing
- Photo sorts
- Thematic Apperception Tests
- Word Association
- Sentence Completion
- Third-person technique
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Motivation and Marketing Strategy Theories of Personality

- Identify the needs and goals of the target market Freudian theory
Identify both latent and manifest motives –Unconscious needs or drives are at the heart of human
- Use knowledge of needs to segment the market and to motivation
position the product
Three interacting systems
Consumer Involvement 1. id: primitive and impulsive drives
The level of personal relevance that a consumer sees in a 2. Superego: Individual‟s internal expression of
product society‟s moral and ethical codes of conduct
3. Ego: Individual‟s conscious control
Types of Involvement
Enduring Involvement Neo-Freudian personality theory
–long-lasting involvement that arises out of a sense of high –Social relationships are fundamental to the formation and
personal relevance development of personality
–e.g., CAD theory
Situational involvement
- Short-term involvement in a product of low personal Horney’s CAD Theory
relevance Using the context of child-parent relationships, individuals
can be classified into:
Cognitive Involvement –Compliant individuals
–Rational level involvement in products that are –Aggressive individuals
considered to be major purchases –Detached individuals
Affective Involvement CAD theory
–Emotional level involvement in products - Compliant Personality
One who desires to be loved, wanted, and appreciated by
Factors Leading to High Involvement others.
- Level of perceived risk (social, financial or physical)
- Level of personal interest in product category - Aggressive Personality
- Probability of making a mistake or buying the wrong One who moves against others (e.g., competes with
product others, desires to excel and win admiration).
- Extent of pleasure in buying and using a product
- Number and similarity of competitive brands available - Detached Personality
One who moves away from others (e.g., who desires
Measures of Involvement independence, self-sufficiency, and freedom from
- Brand involvement obligations).
- Ego involvement
- Importance of purchase Cognitive Theories of Personality
- Product involvement Personality as differences in cognitive processes (how
- Situational Vs Enduring Vs Response involvement consumers process and react to information)
- Involvement Profile
Need for Cognition (NC)
Involvement and Marketing Strategy A person‟s craving for enjoyment of thinking
- Choose media according to level of involvement
1. Print media for high involvement High NC consumers are likely to:
2. Television for low involvement –Relate better to written messages
- Choose messages according to level of involvement –Want product-related information
- Find ways to raise level of involvement –Spend more time processing print ads
–Enjoy using the internet to get information
CHAPTER 4
Visualizers Vs Verbalizers
- A person‟s preference for information presented visually
PERSONALITY,SELF-IMAGE,AND LIFE STYLE or verbally
- Visualizers require strong visual elements in ads
- Verbalizers prefer written information, print ads,
question-answer format
What Is Personality?
The inner psychological characteristics that both determine Trait theory
and reflect how a person responds to his or her –Quantitative approach to personality as a set of
environment. psychological traits
–Single-trait or multiple-trait theories
The Nature of Personality
- Personality reflects individual differences
- Personality is consistent and enduring
- Personality can change
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Sample Items to Measure Compulsive Buying

1. When I have money, I cannot help but spend part or the
whole of it.
2. I am often impulsive in my buying behaviour.
3. As soon as I enter a shopping center, I have an
irresistible urge to go into a shop to buy something.
4. I am one of those people who often responds to direct
mail offers.
5. I have often bought a product that I did not need, while
knowing I had very little money left.
Consumer materialism Brand Personality
The extent to which a person is considered “materialistic” Personality-like traits associated with brands
- Volvo -safety
Fixed consumption behaviour - Perdue -freshness
Consumers fixated on certain products or categories of - Nike -the athlete
products - BMW -performance
- Levi‟s 501 -dependable and rugged
Compulsive consumption behaviour
“Addicted” or “out-of-control” consumers Brand Personality Framework
Consumer Innovativeness
The degree to which consumers are receptive to new
products, new services or new practices.
Consumer innovators are likely to:
–Score lower on dogmatism
–Score higher on need for uniqueness
–Have higher optimum stimulation levels
–Have higher need for sensation seeking and variety
seeking behaviours
Consumer Materialism
Possessions seen as for one’s identity
Materialistic People
–Value acquiring and showing-off possessions
–Are particularly self-centered and selfish
–Seek lifestyles full of possessions
–Have many possessions that do not lead to greater
happiness
Clolurs and their associations
Consumer Ethnocentrism
- Ethnocentric consumers feel it is wrong to purchase
foreign-made products
- They can be targeted by stressing nationalistic themes
Research Insight: From Consumer Materialism to
Compulsive Consumption
- Consumer materialism
The extent to which a person is considered “materialistic”
- Fixed consumption behaviour
Consumers fixated on certain products or categories of
products
- Compulsive consumption behaviour
–“Addicted” or “out-of-control” consumers
Fixated Consumption Behaviour
Consumers have
–a deep interest in a particular object or product category
–a willingness to go to considerable lengths to secure
items in the category of interest
–the dedication of a considerable amount of discretionary
time and money to searching out the product
Examples: collectors, hobbyists
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Personality and Marketing Strategy - Virtual personalities may result in different purchase
- Identify relevant personality traits behaviour
- Target consumers with the relevant personality traits
- Develop promotional messages that appeal to consumers Self Concept and Marketing Strategy
with specific personality traits - Use self-concept for segmentation and positioning
- Develop a personality for the brand - Market to consumers‟ actual or ideal self-images,
Depends on the nature of the product
Self and Self-Image - Promote products as ways of altering or extending self-
- Self-image: A person‟s perceptions of his/her self image
- People have multiple selves ,Different selves in different
situations Life Style and Psychographics
- Psychographic Segmentation , Segmenting consumers on
Different Self-Images the basis of their activities, interests and opinions
- Psychographic-demographic profiles
- Geodemographic segmentation
- Use life styles for segmentation and positioning
- Develop media campaigns based on consumer life styles
CHAPTER 5
CONSUMER PERCEPTION
Perception
The process by which an individual selects, organizes, and
- Actual Self-Image : How you see your self interprets stimuli into a meaningful and coherent picture
- Ideal Self-Image : How you would like to see yourself of the world . How we see the world around us
- Social Self-Image : How you think others see you
- Ideal Social Self-Image : How you would like others to see Elements of Perception
you - Elements of Perception
- Expected Self-Image : How you expect to be in the future - Absolute threshold
- “Ought-to” Self : The qualities that you think you should - Differential threshold
possess - Differential threshold
Possessions Act as Self-Extensions Sensation
- By allowing the person to do things that otherwise would - The immediate and direct response of the sensory organs
be very difficult to stimuli.
- By making a person feel better - A perfectly unchanging environment provides little to no
- By conferring status or rank sensation at all!
- By bestowing feelings of immortality
Differential Threshold or j.n.d
Sample of extended survey - The minimal difference that can be detected between
two similar stimuli
Weber’s Law
- the stronger the initial stimulus, the greater the
additional intensity needed for the second stimulus to be
perceived as different
Marketing Applications of the JND
Need to determine the relevant j.n.d. for their products
–so that negative changes are not readily discernible to the
public
–so that product improvements are very apparent to
consumers
Altering Self Images
- If actual and ideal self-images are different, consumers Subliminal Perception
may use products to alter their selves - Perception of very weak or rapid stimuli received below
- Personality vanity: self interest or admiration for one‟s the level of conscious awareness
own appearance/achievements http://www.thoughtscan.com/
Internet Insight: Virtual Self - 1957: Drive-In Movie Theater
- Online individuals have an opportunity to try on different - 1974: Publication of Subliminal Seduction
personalities - 1990s: Allegations against Disney
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http://www.snopes.com/business/hidden/popcorn.htm - Perceived Quality

- Price-Quality Relationship
Is Subliminal Persuasion Effective? - Perceived Risk
- Extensive research has shown no evidence that
subliminal advertising can cause behaviour changes How consumers block messages from marketeers
- Some evidence that subliminal stimuli may influence
affective reactions
Aspects of Perception
Perceptual Selection
- Conscious and unconscious screening of stimuli
Depends on three major factors
–Consumer‟s previous experience
–Consumer‟s motives
–Nature of the stimulus
Concepts Concerning Selective Perception
- Selective exposure : Consumers actively choose stimuli

that they want to see
- Selective attention : Consumers decide how much
attention they will pay to a stimulus
- Perceptual defence : –Consumers screen out
psychologically threatening stimuli
- Perceptual blocking : „tuning out‟ of stimuli
Principles of Perceptual Organization
- Figure and ground : Definition of figure depends on the Positioning
background - Establishing a specific image for a brand in relation to
- Grouping : Information is organized into chunks competing brands
- Closure : Incomplete stimuli create tension
Positioning Techniques
Influences of Perceptual Distortion - Umbrella Positioning
- Physical Appearances - Positioning Against Competition
- Stereotypes - Positioning Based on a Specific Benefit
- First Impressions - Conveying a Product Benefit
- Jumping to Conclusions - Taking an Un-owned Position
- Halo Effect - Positioning for Several Positions
- Repositioning
Issues In Consumer Imagery
- Product Positioning and Repositioning
- Perceived Price
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Perceptual Mapping Tensile and Objective Price Claims

- A research technique that enables marketers to plot - Evaluations least favorable for ads stating the minimum
graphically consumers‟ perceptions concerning product discount level
attributes of specific brands.
Research Insight
Attribute-based approach
–Identify attributes that consumers use
–Rate brands on these attributes
–Identify ideal level of these attributes - Ads stating maximum discount levels are better than
stating a range
Perceived Quality
Perceived Quality of Products
–Intrinsic vs. Extrinsic Cues
- Perceived Quality of Services
- Price/Quality Relationship
Price/Quality Relationship
The perception of price as an indicator of product quality
(e.g., the higher the price, the higher the perceived quality
of the product).
Conceptual Model of the effects of price,Brand name,and
Store name on Perceived Value
Internet Insight
- Non-attribute-based approach
–List all brands; identify all pairs
–Arrange pairs in order of similarity
–Identify underlying dimensions
Research Insight
Pricing Strategies Focused on Perceived Value

- Satisfaction-based Pricing
- Relationship Pricing
- Efficiency Pricing
Issues in Perceived Price
Reference prices
–Internal
–External
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Perceived Risk Learning Theories

- The degree of uncertainty perceived by the - Behavioural Theories: Theories based on the premise
consumer as to the consequences (outcomes) of a specific that learning takes place as the result of observable
purchase decision responses to external stimuli. Also known as stimulus
response theory.
- High-risk perceivers are narrow categorizers
Limit their choices to safe alternatives - Cognitive Theories: A theory of learning based on mental
information processing, often in response to problem
- Low-risk perceivers are broad categorizers solving.
Wide range of alternatives preferred
Elements of Learning Theories
Types of Risk - Motivation
- Functional Risk - Cues
- Physical Risk - Response
- Financial Risk - Reinforcement
- Psychological Risk
- Time Risk Reinforcement
A positive or negative outcome that influences the
How Consumers Handle Risk likelihood that a specific behaviour will be repeated in the
- Seek Information future in response to a particular cue or stimulus.
- Stay Brand Loyal
- Select by Brand Image Behavioural Learning Theories
- Rely on Store Image - Classical Conditioning
- Buy the Most Expensive Model - Instrumental Conditioning
- Seek Reassurance - Modeling or Observational Learning
Perception and Marketing Strategy Classical Conditioning
Make perceptual selection work in your favour Pairing a stimulus with another stimulus that elicits a
–Increase accidental exposure known response to produce the same response when used
–Use the j.n.d alone.
–Draw attention to your ad using contrast and other http://almaz.com/nobel/medicine/1904a.html
principles
–Find creative ways to reduce blocking Instrumental (Operant) Conditioning
- Ensure that consumers organize and interpret messages - learning based on a trial-and-error process, with habits
correctly forced as the result of positive experiences (reinforcement)
- Develop suitable consumer imagery
- Find ways to reduce perceived risk Pavlon Model of Classical Conditioning
CHAPTER 6
CONSUMER LEARNING
Consumer Learning
A processby which individuals acquire thepurchase and
consumption knowledgeand experiencethat they apply to
future related behaviour.
Learning Processes
Intentional : learning acquired as a result of a careful
search for information
Incidental : learning acquired by accident or without much
effort
Importance of Learning
Marketers must teach consumers:
–where to buy
–how to use - Classical conditioning is the learning of associations
–how to maintain among events that allows us to anticipate and represent
–how to dispose of products ourenvironment.
- From this viewpoint, classical conditioning is not reflexive
action, but rather the acquisition of new knowledge
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Analogous Model of Classical Conditioning - Use stimulus generalization effectively

Classical Conditioning and Marketing Strategy
- Distinguish the product through effective use of stimulus
discrimination
Model of Instrumental Conditioning
Neo-Pavlovian Conditioning
- Forward Conditioning (CS Precedes US)
- Repeated Pairings of CS and US
- A CS and US that Logically Belong to Each Other
- A CS that is Novel and Unfamiliar
- A US that is Biologically or Symbolically Salient
Strategic Applications of Classical Conditioning
- Repetition
- Stimulus Generalization
The inability to perceive differences between slightly Instrumental Conditioning
dissimilar stimuli. - Consumers learn by means of trial and error process in
- Stimulus Discrimination which some purchase behaviours result in more favorable
outcomes (rewards) than other purchase behaviours.
Repetition - A favorable experience is instrumental in teaching the
- Repetition increases strength of associations and slows individual to repeat a specific behaviour.
forgetting
- but over time may result in advertising wearout. Reinforcement
- Cosmetic variations reduce satiation. - Positive Reinforcement: Positive outcomes that
strengthen the likelihood of a specific response
Three-Hit Theory Example: Ad showing beautiful hair as a reinforcement to
- Repetition is the basis for the idea that three exposures buy shampoo
to an ad are necessary for the ad to be effective
- The number of actual repetitions to equal three - Negative Reinforcement:Unpleasant or negative
exposures is in question. outcomes that serve to encourage a specific behaviour
Example: Ad showing wrinkled skin as reinforcement to
Stimulus Generalization buy skin cream
- The inability to perceive differences between slightly
dissimilar stimuli. Other Concepts in Reinforcement
Punishment
Marketing applications –Choose reinforcement rather than punishment
–Product Line, Form and Category Extensions
–Family Branding Extinction
–Licensing –Combat with consumer satisfaction
–Generalizing Usage Situations
Forgetting
Stimulus Discrimination –Combat with repetition
- The ability to select a specific stimulus from among
similar stimuli because of perceived differences. Instrumental Conditioning and Marketing
- Make the product the ultimate reward
Classical Conditioning and Marketing Strategy - Provide samples and free trials
Identify and pair product with a known, well-liked stimulus - Provide non-product rewards
–More attention - Practice relationship marketing
–More favourable attitudes - Reinforcement Schedules ( Shaping )
–Greater intention to buy the product - Massed versus Distributed Learning
–Learning of key attributes
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Cognitive Learning Theory –uninvolved consumers can be attracted through

Learning through problem solving, which enables peripheral advertising cues such as the model or the
individuals to gain some control over their environment. setting (the peripheral route).
Three types: Elaboration Likelihood Model (ELM)
–Observational learning - a person‟s level of involvement during message
–Rote Learning processingdetermines which route to persuasion is likely to
–Reasoning be effective
Observational Learning The Elaboration Likelihood Model
- individuals learn by observing the behaviour of others,
and consequences of such behaviour.
- Also known as modeling or vicarious learning.
Iconic Rote Learning
- Learning concepts through simple repetition
–Repeated ads teach consumers about a product‟s
attributes
Reasoning
- Highest level of cognitive learning
- Involves creative thinking
- Depends on how information is processed and stored
Information Processing and Memory Stores
Cognitive Learning and Marketing Strategy

- Use rote learning to teach consumers about the brand
- Use reasoning or problem solving for complex or high-
involvement products
- Use modelling to extinguish negative behaviour
- Use knowledge of information processing to help
consumers store, retain and retrieve messages.
Measures of Consumer Learning
- Recognition and Recall Measures , Aided and Unaided
Retention Recall
Information is stored in long-term memory - Cognitive Responses to Advertising
–Episodically: by the order in which it is acquired - Copy-testing Measures
–Semantically: according to significant concepts - Attitudinal and Behavioural Measures of Brand Loyalty
CHAPTER 7
CONSUMER ATTITUDE FORMATION AND CHANGE
Attitudes
- A learned predisposition to behave in a consistently
favorable or unfavorable manner with respect to a given
object
- A positive attitude is generally a necessary, but not
sufficient, condition for purchase
- Mercedes seen as „top of class‟ but intention to
purchase was low
Information processing and Involvement Theory Characteristics of Attitudes

- Attitudes have an“object”
Central and Peripheral Routes to Persuasion - Attitudes are learned
–highly involved consumers are best reached through ads - –Can „unlearn‟
that focus on the specific attributes of the product (the - Attitudes have behavioural, evaluative and affective
central route) components
- Predisposition to act
- Overall evaluation
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- Positive or negative feelings Examples

–Attitude-toward-object Model
Characteristics of Attitudes –Attitude-toward-behaviour Model
- Attitudes have consistency –Theory-of-Reasoned-Action Model
- Attitudes have direction, degree, strength and centrality
1. Positive or negative Attitude-toward-object model
2. Extent of positive or negative feelings Attitude is function of evaluation of product-specific
3. Strength of feelings beliefs and evaluations
4. Closeness to core cultural values
- Attitudes occur within a situation
Four Basic Functions of Attitudes
- The Utilitarian Function : How well it performs
- The Ego-defensive Function : To protect one‟s self-
concept
- The Value-expressive Function : To convey one‟s values Where:
and lifestyles Ao= Attitude towards the object O
- The Knowledge Function : A way to gain knowledge Wi= importance of attribute i
Xib= belief that brand b has a certain level of attribute I
How are attitudes learned?
- Classical conditioning -through past associations Theory of Reasoned Action
- Operant conditioning -through trial and reinforcement A comprehensive theory of the interrelationship among
- Cognitive learning –through information processing attitudes,intentions, and behaviour
1. Cognitive dissonance theory
2. Attribution theory Simplified version of the Theory of Reasoned Action
Attitude Models
Structural Models of Attitudes
–Tri-component Attitude Model
–Multi-attribute Attitude Model
–Both assume a rational model of human behaviour
Other models of attitude formation
–Cognitive dissonance model
–Attribution theory
The Tri-component Model
Cognitive Component
–knowledge and perceptions acquired
–through direct experience and information from various
sources.
Affective component
–Emotions and feelings about the object
Conative or Behavioural Component
–Action tendencies toward the object
Attitude-Toward-Behaviour Model
A consumer‟s attitude toward a specific behaviour is a
function of how strongly he or she believes that the action
will lead to a specific outcome (either favorable or
unfavorable).
Cognitive Dissonance Theory
Multi-attribute Attitude Models Holds that discomfort or dissonance occurs when a
Attitude models that examine the composition of consumer holds conflicting thoughts about a belief or an
consumer attitudes in terms of selected product attributes attitude object.
or beliefs.
-
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Post-purchase Dissonance
Cognitive dissonance that occurs after a consumer has CHAPTER 8
made a purchase commitment
COMMUNICATION AND CONSUMER BEHAVIOUR
Why Might Behaviour Precede Attitude Formation?
What is Communication?
The transmission of a message from a sender to a receiver
via a medium of transmission.
Elements of the Communications Process
- The Message Initiator (the Source)
- The Sender
- The Receiver
- The Medium
- The Message
- The Target Audience (the Receivers)
- Feedback -the Receiver‟s Response
Medium can be:
- Cognitive Dissonance Theory –Impersonal (mass media)
- Attribution Theory –Interpersonal (with salesperson or a friend)
–Interactive (direct feedback possibility exists)
Attribution Theory
Examines how people assign casualty to events and form Communication Model
or alter their attitudes as an outcome of assessing their
own or other people‟s behaviour.
Examples
–Self-perception Theory
–Attribution toward others
Self-Perception Theory
- Attitudes developed by reflecting on their own behaviour
- Judgments about own behaviour
- Internal and external attributions
- Consumers are likely to accept credit for successful Factors That Affect The Communication Process
outcomes (internal attribution) and to blame other - Characteristics of the source
persons or products for failure (external attribution). - Message characteristics
- Foot-In-The-Door Technique - Characteristics of the receiver
- Characteristics of the medium
How We Test Our Attributions
- Distinctiveness Issues in Credibility
- Consistency over time - Credibility of Informal Sources , Opinion leaders
- Consistency over modality - Credibility of Impersonal, Neutral Sources
- Consensus - Credibility of Marketer-Related Sources
- Credibility of Spokespersons and Endorsers
Attitudes and Marketing Strategy - Sleeper Effect
- Appeal to motivational functions of attitudes
- Associate product with a special group, cause or event Endorser CredibilityIs High When
- Resolve conflicts among attitudes - Match exists between product attributes and endorser
- Influence consumer attributions attributes
- Alter components of the attitude - Match exists between demographic characteristics of
a. Change relative evaluation of attributes target audienceand endorser
b. Change brand beliefs - The product lies within the competence of the endorser
c. Add an attribute - Endorser credibility is not a substitute for corporate
d. Change overall brand evaluation credibility
- Change beliefs about competitors‟ brands - Is important when message comprehension is low
- Change affect first through classical conditioning
- Change behaviour first through operant conditioning Sleeper Effect
- The idea that both positive and negative credibility
effects tend to disappear after a period of time.
- Differential decay: memory of negative cues disappear
faster than the message itself
- Source is forgotten before the message
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Message Characteristics - High pass along rate

Message Credibility - Long lead time
–Reputation of the retailer - High clutter
–Consumer‟s previous experience with product - Delayed and indirect feedback
–Reputation of the medium - Rates vary based on circulation and selectivity
Message Structure and Presentation Characteristics of the Medium -Television
–Resonance or wordplay - Large audiences possible
–Message Framing: positive or negative - Appeals to many senses
–One-sided versus Two-sided Messages - Emotion and attention possible
–Comparative Advertising - Demonstration possible
- Very high costs overall
Advertising Appeal Used - Low costs per contact
–Factual or Emotional - Long lead time
- High clutter
Types of Emotional Appeals - Short message life
–Fear - Viewers can avoid exposure with zapping, etc.
–Humor - Day-after recall tests for feedback
–Abrasive advertising
–Sex in advertising Characteristics of the Medium -Radio
- High geographic and demographic selectivity
Impact of Humour in Ads - Short lead time
- Relatively inexpensive
- Good local coverage
- Short exposure time
- Audio only
- High clutter
- Zapping possible
- Delayed feedback through day-after recall tests
Characteristics of the Medium -Internet
- Potential for audience selectivity
- Customized tracking possible and other feedback tools
possible
- Useful for branding and reinforcement of messages
- Demographic skew to audience
- Very high clutter
- Zapping possible
- Great variation in pricing
- Privacy concerns
Characteristics of the Target Market
- Demographic Characteristics Characteristics of the Medium –Direct Mail
- Involvement and Congruency - High audience selectivity
- central route to persuasion for high involvement - Personalization possible
products - Novel, interesting stimuli possible
- peripheral route to persuasion for low involvement - Low clutter
products - Perception of junk mail
- Mood - Feedback possible through response
- High cost per contact
Characteristics of the Medium -Newspaper
- Access to large audiences Characteristics of the Medium –Direct Marketing
- Effective for local reach - Development of databases
- Flexible - High audience selectivity
- Fast - Relatively free of clutter
- Feedback possible through coupon redemption, etc. - Privacy concerns
- Not selective - Measurable responses
- Short message life - Cost per inquiry, cost per sale, revenue per ad can be
- Clutter calculated
- Cost varies based on ad size and vehicle circulation
Barriers to Communication
Characteristics of the Medium -Magazines Selective Perception
- Highly selective –Wandering, Zapping, Zipping, and Channel Surfing
- Selective binding possible –Combat with Roadblocking
- High quality production
- High credibility
- Long message life
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Psychological Noise
–Combat with repeated exposures, contrast in the copy, CHAPTER 9
and teasers
THE INFLUENCE OF CULTURE ON CONSUMER
Comprehensive Communication model BEHAVIOUR
Culture
- The sum total of learned beliefs, values, and customs
that serve to regulate the consumer behaviour of members
of a particular society.
Key Characteristics of Culture
- The Impact of culture is hard to identify
- Culture is dynamic
- Culture is shared
- Culture is learned through enculturation and
acculturation
- Culture offers order, direction, and guidance
in all phases of human problemsolving
-e.g. When to eat, Where to eat
Forms of Cultural Learning
The Movement of Cultural Meaning
Communication and Marketing Strategy

- Establish communication objectives
- Select target audience
- Choose the best media
- Develop suitable message strategies
1. Match message with audience characteristics
2. Develop suitable message structure, presentation
3. Develop suitable message appeals
- Reduce barriers to effective communication
- Measure effectiveness of marketing communications
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How Culture is Communicated - Canadians are less likely to say that religion is important
- Language and symbols to them
- Ritual - There are more agnostics, atheists and secular humanists
- Sharing of Culture in Canada than in the US
- Canadians value the influence of immigrants more than
Culture and Advertising Americans
- Is it the role of advertising to socialize readers on how to - Canadians are more „liberal‟ in their values at every
dress, decorate their homes, choose wines and food for agethan Americans
parties, etc?
– Vanity Fair The Measurement of Culture
– Martha Stewart Living - Content Analysis
– Wine Spectator - Consumer Fieldwork
- Value Measurement Instruments
Criteria for Value Selection
- The value must be pervasive. Content Analysis
- The value must be enduring. - A method for systematically analyzing the content of
- The value must be consumer-related. verbal and/or pictorial communication.
- Frequently used to determine prevailing social values of
Canadian Core Values a society.
- Achievement and success
- Activity Field Observation
- Efficiency and practicality A measurement technique that takes place within a natural
- Progress environment that focuses on observing behaviour
- Material comfort (sometimes without the subjects‟ awareness).
- Individualism
- Freedom - Takes place within a natural environment
- External conformity - Performed sometimes without the subject‟s awareness
- Humanitarianism - Focuses on observation of behaviour
- Youthfulness
- Fitness and health Participant-Observers
Researchers who participate in the environment that they
Canadian Versus American Core Values are studying without notifying those who are being
- Core values are not a Canadian phenomenon observed
- Differences between Canadian and American values stem
from differences in founding values, experiences and Value Measurement Survey Instruments
institutions Rokeach Value Survey (RVS)
- Are Canadian and American values diverging? –A self-administered inventory consisting of eighteen
“terminal” values (i.e., personal goals) and eighteen
Comparison of Canadian and American Values “instrumental” values (i.e., ways of reaching personal
goals).
List of Values (LOV)
–A value measurement instrument that asks consumers to
identify their two most important values from a nine-value
list that is based on the terminal values of the Rokeach
Value Survey
The Rokeach value survey instrument
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French Canadians
- 4 668 410 French Canadians in 2001
- 15.75% of total Canadian population
- Nearly 50% (2 111 570) live in Quebec
- 54% of Quebeckers speak only French
Are French Canadians Different From English Canadians?
Compared to English Canadians, French Canadians are:
–more individualistic
–more liberal
–more idealistic
–more autonomy-seeking
–value work-life balance more
Have different attitudes toward food
Culture and Marketing Strategy More likely to cook meals from scratch
- Identify key cultural values that affect the consumption Less likely to eat reheated, refrigerated food
of the product Try to include organic food more often
- Ensure the marketing mix appeals to these values More likely to have breakfast every day
- Examine changes in cultural values and adapt the Drink more coffee but less tea
marketing mix if needed More likely to have had at least one
- Modify marketing mix to subcultures if the culture is
heterogeneous Have different attitudes toward healthy eating and
- Be aware of symbols and ritual exercising
Less likely to be trying to maintain their weight
CHAPTER 10 But more admit to having been on a diet in the past year
Less aware of „good carbs‟ and „bad carbs‟
Nearly half admit to taking fewer than
SUBCULTURES AND CONSUMER BEHAVIOUR
–more likely to read non-fiction
–more likely to start another book before finishing the first
one
Subculture
A distinct cultural group that exists as an identifiable Why do such differences exist?
segment within a larger, more complex society –No firm answers
–Perhaps due socio-economic differences
Realtionship between culture and subculture
Marketing to French Canadians
Differences in media usage
–More likely to watch local programs
–Less influenced by U.S. television
–More likely to watch television
Chinese Canadians
- Largest visible minority population
- 3.7% of total Canadian population
- Chinese (Mandarin & Cantonese combined) is the third
most spoken language in Canada
- Chinese Canadians are a diverse group
- Concentrated in five cities
–Toronto, Vancouver, Montreal,
Examples of Subcultural categories Marketing to Chinese Canadians

- Have significant buying power , Spent $12.2 billion in
Toronto alone
- Value high-status luxury goods
- Value brand names
- Brand-name products and luxury goods seen as a way of
gaining status
- Value education
- Above-average owners of cell phones, home computers
- Respond well to ethnic media
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- Consumer Behaviour is directly affected by religion in

terms of products that are symbolically and ritualistically
associated with the celebration of religious holidays
- Food habits are different
- Regional differences are less pronounced in Canada
compared to the U.S.
- Quebec is the most post-modern province
- B.C. residents are more health-conscious and nature-
loving
- Ontarians are in the centre of the Canadian value
spectrum
The Region of North America on the Socio-Cultural Map
South Asians
- South Asians are Canada‟s second-largest visible
minority
- There are 850 000 South Asians or 3% of the Canadian
population
- Most (over 80%) are from India; others are from
Pakistan, Sri Lanka or Bangla Desh
- Punjabi (the language of Punjab, an Indian state) is the
6thmost often spoken language in Canada
- Concentrated in Vancouver and Toronto; Calgary,
Edmonton and Montreal also have big South Asian
populations
Marketing to South Asians
- Have buying power -$ 12.6 billion in Toronto alone
- Are brand-conscious
- Like to shop around for the best deal
- Spend a large amount of their income on food and
recreation
- Can reach through English ads
- Strong ethnic media
African Canadians
- Long history in Canada; arrived over 400 years ago
- Constitute less than 1% of the Canadian population
(662 000)
- Diverse group
–48% are from the Carribean Regional Subcultures
–45%+ are from Africa - Atlantic Canadians and those from the Prairies are
- 47% live in Toronto; 7% of Toronto‟s population slightly more traditional than others, Value „social
- Montreal has 140 000 or over 26% of the black intimacy‟, „civic engagement‟ and „everyday ethics‟ more
population of Canada than others
- Constitute over 5% of the population of Halifax; 90% of - Canadians from Alberta, Manitoba and Saskatchewan
African Nova Scotians were born in the province believe in „traditional family‟, „traditional
- Contradictions exist
Marketing to African Canadians - Atlantic Canadians also have a strong egalitarian
- Not enough research on this group streak
- Due to low numbers or low buying power - Score higher than the average on „gender parity‟,
- Likely to shop at stores with black employees „hierarchy‟ and „rejection of order‟.
- Consumption differences exist
Religious Subcultures
- Major religious groups Major Age Subcultures
–Catholics (43%)
–Protestants (35%)
–Growing Muslim, Hindu and Sikh groups (all less than
1.5% each)
- Influence of minority religions is felt in Toronto,
Vancouver, Montreal and other large centres
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Generation Y either higher or lower status than members of other

Born between 1977 and 1994; also called echo classes.
boomersand millennium generation
Characteristics of Social Class
3 Sub-segments of Gen Y - Is hierarchical
–Gen Y Adults - Is a natural form of segmentation
–Gen Y Teens - Provides a frame of reference for consumer behaviour
–Gen Y Tweens - Reflects a person‟s relative social status
- In Canada, individuals can up or down the social class
Generation X hierarchy
Born between 1965 and 1979; post baby boomer segment
(also referred to as Xersor busters). Social Class and Social Status
Status is frequently thought of as the relative rankings of
Baby Boomers members of each social class
Individuals born between 1946 and 1964 (approximately –wealth
45% of the adult population). –power
–prestige
- The largest age category alive today
- Frequently make important consumer purchase decisions Social Comparison Theory
- Include a small subsegment of trendsetting consumers states that individuals compare theirown possessions
(yuppies) who influence consumer tastes of other age against those of others to determine their relative social
segments standing.
Older Consumers Status Consumption
- Consists of people born in 1945 or earlier The process by which consumers actively increase their
social standing through conspicuous consumption or
Three Senior Subsegments possessions
–The Young-Old (60-74)
–The Old (75-84) Social Class Measurement
–The Old-Old (85 and older) - Subjective Measures: individuals are asked to estimate
their ownsocial-class positions
- „New-age‟ elderly Vs „Traditional‟ elderly - Reputational Measures: informants make judgments
concerning the social-class membership ofotherswithin the
Sex as a Subculture community
- Sex Roles and Consumer Behaviour - Objective Measures: individuals answer specific
Masculine vs. Feminine Traits socioeconomic questions and then are categorized
according to answers
The Working Woman
–Segmentation Issues Objective Measures
–Shopping Patterns Single-variable indexes
–Occupation
Segmenting the Female Market –Education
Four Segments: –Income
–Stay-at-Home Housewives –Other Variables
–Plan-to-Work Housewives
–Just-a-Job Working Women Composite-variable indexes
–Career-Oriented Working Women –Index of Status Characteristics
–Socioeconomic Status Score
Subcultures and Marketing Strategy
- Segment the market using subcultures Index of Status Characteristics (ISC)
- Adapt marketing mix to suit subculture‟s needs A composite measure of social
- Use ethnic media to reach racio-ethnic subcultures class that combines occupation, source of income (not
- Incorporate members of subcultures in ads amount), house type / dwelling area into a single weighted
- Be aware of segments within each index of social class standing.
CHAPTER 11
Socioeconomic Status Score (SES)
A multivariable social class measure used by the United
States Bureau of the Census that combines occupational
SOCIAL CLASS AND CONSUMER status, family income, and educational attainment into a
single measure of social class standing.
What is Middle Class?
Social Class - The “middle” 50% of household incomes Households
The division of members of a society into a hierarchy of made up of college-educated adults who use computers,
distinct status classes, so that members of each class have and are involved in children‟s education
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- Lower-middle to middle-middle based on income,

education, and occupation (this view does NOT include
upper-middle which is considered affluent)
Socioeconomic Profile of Maclean’s Readers
What is Working Class?

- Households with lower earnings; control more than 30%
of the total income in the U.S.
- These consumers tend to be more brand loyal than
wealthier consumers
Social-class profiles Social Class and Marketing Strategy
Clothing, Fashion, and Shopping
–Where one shops
–External point of identification
The Pursuit of Leisure
–Type of leisure activities differ
Social Class and Marketing Strategy
- Saving, Spending, and Credit
Level of immediate gratification sought varies
Responses to marketingcommunication
–Upper classes have a broader and more general view of
the world
–Regional variations in language rise as we move down the
social ladder
–Exposure to media varies by social
Limitations of Social Class
- Social class is more difficult to measure than income
- Many purchase behaviours are related more to income
than social class
- Consumers often use expected social class for their
consumption patterns
- Dual incomes have changed consumption patterns
- Individual dimensions of social class are sometimes
better predictors of consumer behaviour
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CHAPTER 13
CONSUMER INFLUENCE AND THE DIFFUSION OF

INNOVATIONS
Opinion Leadership
The process by which one person (the opinion leader)
informally influences the consumption actions or attitudes
of others who may be opinion seekersor opinion recipients
What is Opinion Leadership?
Market Maven
Individuals whose influence stems from a general
knowledge or market expertise that leads to an early
Special Issues awareness of new products and services.
- Opinion leaders are four times more likely to be asked
about political issues, three times more likely to be asked Motivations Behind Opinion Leadership
about computers or investments, and twice as likely to be The Needs of Opinion Leaders
asked about restaurants –To reduce their own post-purchase dissonance
- Information seekers seek a “strong-tie” source when –For tangential personal benefits
they know little about a topic, and “weak-tie” sources –Because of high levels of product involvement
when they have some –Because of message involvement
Purchase Pals and Surrogate Buyers Motivations of Opinion Seekers

- Purchase Pals : Information sources who accompany a –To obtain new product or new usage information
consumer on a shopping trip –To reduce their risk by getting knowledge
- Surrogate Buyers : Professional buyers who help –To reduce search time
consumers with their purchases –To receive the approval of the opinion leader
Differences between Opinion Leaders and Surrogate Reasons for the Effectiveness of Opinion Leadership
Buyers - Credibility
- Positive and Negative Product Information
- Information and Advice
- Opinion Leadership Is Category-Specific
- Opinion Leadership Is a Two-way
Factors Leading to a Positive Word-of-Mouth Behaviour
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Word of mouth survey (Business Week) Multi-step of communication
Measuring Opinion Leadership
Profile of Opinion Leaders
The Interpersonal Flow of Communication

Two-Step Flow
–A communication model that portrays opinion leaders as
direct receivers of information from mass media sources
who, in turn, interpret and transmit this information.
Multi-step Flow
–A revision of the traditional two-step theory that shows
multiple Opinion Leadership and Marketing Strategy
- Identify and provide samples to opinion leaders
Two-step flow of communication theory - Design programs to stimulate opinion leadership
- Develop ads simulating opinion leadership
- Create opinion leaders
- Control negative word-of-mouth communication
Diffusion Process
- The process by which the acceptance of an innovation is
spread by communication to members of social system
over a period of time.
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Adoption Process Sequence and Propotion of Adopter categories among

- The stages through which an individual consumer passes population that eventually adpots
in arriving at a decision to try (or not to try), to continue
using (or discontinue using) a new product.
Defining Innovations
- Firm-oriented definitions
- Product-oriented definitions
- Market-oriented definitions
- Consumer-oriented definitions
Product-Oriented Definitions
Innovators: Description
2.5% of population
Venturesome
Very eager to try new ideas
Acceptable if risk is daring
More cosmopolite social relationships
Communicates with other innovators
Early Adopters: Description
Factors That Affect the Diffusion of Innovations 13.5% of population
- The Innovation Respected
- The Channels of Communication More integrated into the local social system
- The Social System The persons to check with before adopting a new idea
- Time Category contains greatest number of opinion leaders
Are role models
Product Characteristics That Influence Diffusion
- Relative Advantage Early Majority: Description
- Compatibility 34% of population
- Complexity Deliberate
- Trialability Adopt new ideas just prior to the average time
- Observability Seldom hold leadership positions
- Felt Need Deliberate for some time before adopting
- Risk
Late Majority: Description
Social System and Diffusion 34% of population
Does the target market have: Skeptical
–A positive attitude towards change? Adopt new ideas just after the average time
–Technological skill? Adopting may be both an economic necessity and a
–A general respect for education and science? reaction to peer pressures
–A focus on rational and ordered social relationship? Innovations approached cautiously
–An outreach perspective?
–The ability to accept different roles? Laggards: Description
16% of population
Time and Diffusion Traditional
- Purchase Time The last people to adopt an innovation
- Adopter Categories Most “localite” in outlook
- Rate of Adoption Oriented to the past
Suspicious of the new
Adopter Categories
A sequence of categories that describes how early (or late)
a consumer adopts a new product in relation to other
adopters.
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An Enhanced Adoption Process Model - Move consumers from awareness to adoption

- Make effective use of word-of-mouth communications
CHAPTER 14
CONSUMER DECISION MAKING I : THE PROCESS
Levels of Consumer Decision Making
Relative Importance of Different types of Information

sources in the adoption process
Factors That Affect the Type of Decision Making Process

Used
- Importance of the decision
- Extent of previous experience
- Existence of well-established decision criteria
- Amount of information at hand about each alternative
- The number of alternatives available
- Model of consumption being
Consumer decision making
The Profile of aConsumer Innovator

- Interest in the Product Category
- The Innovator Is an Opinion Leader
- Personality Traits
- Purchase and consumption characteristics
- Media Habits
- Social Characteristics
- Demographic Characteristics
- Are There Generalized Consumer Innovators?
Consumer Decision Making –The Process
Diffusion Process and Marketing Strategy - Need Recognition
- Identify diffusion inhibitors and find ways to compensate - Pre-purchase Search
for these - Evaluation of Alternatives
- Identify innovators and early adopters and cater to them
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Need or Problem Recognition –All alternatives have both positive and negative qualities
- The realization that there is a difference between actual –No agreement among users exists
and desired states .The higher the gap, the stronger the –Conflicting information is available
need (or bigger the problem) –Other considerations exist
Types of Problems Consumer Factors: Higher search when:
Active Versus Inactive problems –Consumers are well-educated, have higher income levels
–Active: those you are aware of and are younger
–Inactive: those that you are not yet aware of (but exist) –Consumers are low in dogmatism and risk perception
–Level of involvement is high
Those that require immediate solutions and those that do –Shopping is seen as an enjoyable
not require immediate solutions
Problem Recognition and Marketing Strategy The Evoked set as a subset of all brands in a product
- Identify existing consumer problems and find solutions category
for these
- Lower the actual state
- Increase the desired state
- Increase the importance of the gap between actual and
desired states
- Convert inactive problems to active problems
- Convert problems into ones requiring an immediate
solution
Pre-Purchase Search
- Types of Information Sources
- Types of Information Sought
- Factors Affecting Extent of Information Search
Types of Information Sources
Evaluation of Alternatives –Types of Consumer Choice

Processes
Affective choices
–More holistic; an overall evaluation
–based on how one feels about a purchase
Types of Information Sought Attribute-based choices

- Brands or alternatives available –Have pre-determined evaluative criteria
- Evaluative criteria to be used, Generally, product –May require both external and
features
- Ratings of brands on evaluative criteria Nature of Evaluative Criteria
- Can be tangible or intangible
Factors that Increase the Level of Pre-purchase Search - Include surrogate indicators, Attributes that are used as
Product Factors: Higher search when indicators of another attribute
–It is a long-lasting or infrequently used product - Are often ranked in order of importance
–There are frequent changes in product styling
–Large volumeis purchased Consumer Decision Rules
–The price is high Procedures used by consumers to facilitate brand or other
consumption-related choices
SituationalFactors: Higher search when:
–Experience is lower Compensatory
–Previous experience was unsatisfactory –Brands evaluated in terms of each relevant criteria and
- Social Acceptability: Higher search when: the best brand (or one with the highest score) is chosen
–Purchase is a gift
Non-compensatory
Value-Related Factors: Higher search when: –Positive evaluations do not compensate for negative
–Purchase is discretionary evaluations
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Non-Compensatory Consumer Decision Rules Alternative Evaluation and Marketing Strategy

- Identify decision rule used by target market and use
Conjunctive Decision Rule suitable promotional messages
–Product attributes are identified - Influence the choice of evaluative criteria
–a minimally acceptable cutoff pointis establishedfor each - Influence the rating of your product on evaluative criteria
attribute used
–brandsthat fall below the cutoff point on any one - Use surrogate indicators effectively
attribute are eliminated from further consideration. - Use „consumption vision‟
»continued
CHAPTER 15
DisjunctiveDecision Rule
–consumers identify product attributes
–establish a minimally acceptable cutoff point for each CONSUMER DECISION MAKING II : THE OUTCOMES
attribute
–accept the brand that meets or exceeds the cutoff for any
oneattribute
»continued Types of Purchases
Lexicographic Decision Rule
–Product attributes are identified
–Productattributes are ranked in terms of importance
–brands are compared in terms of the attribute considered
most important
–Brand that scores highest on the first attribute is chosen
–If there is a tie, the scores on the next attribute are
considered
Hypothetical ratings for ultra-lights laptops
Purchase Behaviour
- Brand choice
- Store choice , Store-first or brand-first?
- Payment option choice
Store-first decisions
When evoked set consists of stores rather than brand
when he/she thinks of a product category
Store-first decisions require:
–Distribution in all relevant stores
–Good point-of-purchase and in-store promotions
–Good shelf space
Issues in Alternative Evaluation Outlet Factors and Purchase
- Lifestyles as a Consumer Decision Strategy Retail store image
- Incomplete Information –Pricing strategies and store image
- Non-comparable Alternatives –Product assortment and store image
- Series of Decisions
- Consumption Vision Retail environment
–Mental picture of the consequences of using a particular –Store layout
product –In-store stimuli
Coping with Missing Information In-store Decisions
- Delay decision until missing information is obtained - Generally planned : Product category decided on prior to
- Ignore missing information and use available information entering the store
- Change the decision strategy to one that better - Substitute purchases : Brands substituted in store due to
accommodates for the missing information promotions
- Infer the missing information - Totally unplanned : Impulse purchases
Information Search and Marketing Strategy Gifting Behaviour
- Get products into consumers‟ evoked set - Gifting is an act of symbolic communication, with explicit
- Limit information search if your brand is the preferred and implicit meanings ranging from congratulations and
brand love, to regret, obligation, and dominance.
- Increase information search if your alternative is not the
preferred brand
- Use point-of-purchase advertising
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Gifting Subdivisions - Entitlement

- Commoditization
- Insecurity
- Time scarcity
Simple model of consumption
Five Givers-receiver subdivisions
Gifting relationship categories
Customer Satisfaction and Dissatisfaction

Dissatisfaction occurs when there is a gap between
expected and actual performance
Types of Performance Expectations
- Instrumental performance : The way a product actually
functions
- Symbolic performance : Style appearance and overall
Circumstances and motivations for self-gift behaviour aesthetics of a product
- Affective performance : How owning the product makes
you feel
Relationship Marketing
Marketing aimed at creating strong, lasting relationships
with a core group of customers by making them feel good
about the company and by giving them some kind of
personal connection with the business.
Characteristics of relational marketing
Consumption Process
- Products have special meaning and memories
- Brand loyalty : Defined in many ways
Consumers Are Less Loyal -Why?
- Abundance of choice
- Availability of information
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Purchase, Post-purchase Processes and Marketing

Strategy
- Encourage trial
- Encourage purchase and repeat purchase
- Increase brand loyalty
- Make efforts to increase customer satisfaction and
decrease dissatisfaction
- Create symbolic meanings for products
- Check if consumers make store-first or brand first
decisions; market accordingly
- Develop good relationship management strategies
Outcomes of Post-purchase Evaluation b. Konsumen bisa terpapar oleh informasi pemasaran
- Actual Performance Matches Expectations : Neutral (exposure to marketing information) secara sengaja
Feeling (intentional) dan/atau tidak sengaja (accidental). Jelaskan
- Actual Performance Exceeds Expectations : Positive dampaknya dan jelaskan faktor-faktor apa yang dapat
Disconfirmation of Expectations mempengaruhi attention dari audience dari produk
- Performance is Below Expectations Samsung Galaxy SIII diatas.
SOAL 4
UTS SEMESTER GANJIL 2012/2013 Pilih salah satu kategori produk yang secara teratur anda
beli (misalnya shampo, pasta gigi, dsb). Kemudian
PERILAKU KONSUMEN menggunakan produk yang anda pilih:
a. Tuliskan minimal 3 salient belief dari produk tersebut.
150 MENIT (CLOSE BOOK) b. Buatkanlah contoh model multi attribute dari A0 kalian
terhadap produk tersebut.
c. Tuliskan contoh Aact kalian dari produk tersebut,
SOAL 1 jelaskan apa perbedaannya dengan A0.
a. Sebutkan dan jelaskan definisi perilaku konsumen, d. Jika anda diminta untuk memperbaiki prediksi behavior
kemudian jelaskan dan beri contoh bagaimana perilaku konsumen terhadap produk yang anda pilih tersebut,
konsumen dapat mempengaruhi strategi pemasaran yang strategi apa yang akan anda buat? (petunjuk: buatkan
digunakan suatu perusahaan. analisis lengkapnya berdasarkan the theory reasoned
action)
b. Jelaskan apa yang dimaksud dengan consumer affect
and cognition, consumer behavior, serta consumer SOAL 5
environment. Jelaskan keterkaitan antara unsur-unsur a. The Behavior Sequence Model adalah sebuah model
tersebut dan bagaimana ketiganya mempengaruhi strategi untuk menjelaskan tahapan perilaku konsumen yang
pemasaran yang digunakan perusahaan. terdiri dari tahap pre-purchase, purchase, dan post-
purchase. Tiap tahap tersebut terdiri juga dari beberapa
SOAL 2 tahap atau komponen. Jelaskan komponen dalam setiap
a. Jelaskan dan beri contoh proses kognitif dalam tahap tersebut disertai contoh masing-masing.
pengambilan keputusan konsumen. Lengkapi penjelasan
Anda dengan gambar model cognitive processes in b. Jelaskan bagaimana involvement dan product
consumer decision making tersebut, dan jelaskan pula knowledge dapat mempengaruhi proses pengambilan
definisi dari istilah-istilah berikut ini: keputusan! (petunjuk: high dan low involvement serta high
 Interpretation process dan low product knowledge dapat menghasilkan tipe
 Integration process proses pengambilan keputusan konsumen yang berbeda)
b. Jelaskan perbedaan dan berikan contohnya masing-

masing dua jenis struktur pengetahuan
berikut: UAS SEMESTER GANJIL 2012/2013
 schemas PERILAKU KONSUMEN
 scripts
SOAL 3 150 MENIT (CLOSE BOOK)
a. Pengetahuan konsumen dapat terbagi menjadi 3 tipe,
yaitu: pengetahuan tentang atribut,manfaat (benefit) dan
konsekuensi dari produk, dan nilai (values) dari produk SOAL 1 (Bobot 35%)
tersebut. Jelaskanlah apa yang dimaksud dengan manfaat Bacalah artikel di bawah ini tentang “Memahami Perilaku
dan konsekuensi dari sebuah produk, serta berikan contoh Pengguna Komputer Tablet”, lalu bayangkan anda adalah
means end chain dari produk Samsung Galaxy SIII dibawah Manajer Pemasaran sebuah merek tablet baru “PAD”.
ini Kemudian jawablah pertanyaan di bawah ini.
a. Berdasarkan Model Behaviour Sequence, ada tiga tahap
utama dalam overt behavior, yaitu tahap pre-purchase,
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purchase, dan post purchase. Jabarkan perilaku pengguna

tablet dalam tiga tahap behavior tersebut.
b. Susun strategi pemasaran PAD, mencakup: Semen dan
Target pasar PAD, Positioning, serta bauran pemasaran
PAD (Product, Price, Place, and Promotion).
Memahami Perilaku Pengguna Komputer Tablet
Fahmi Shadry
Digital Marketer Insight at Strategic Solution Partner
Marketing.co.id - Fantastis, hanya dalam dua tahun lebih,

sejak kemunculan iPad dari Apple pada tahun 2010,
demam tablet terus menjangkiti pasar mobile devices Selain orang dewasa, anak-anak pun cukup aktif
dunia. Pangsa pasar tablet terus meningkat dari tahun ke menggunakan tablet yang dimiliki oleh orangtuanya. Dari
tahun. Bahkan persaingan di pasar tablet pun semakin hasil survey Nielsen terhadap pemilik tablet dewasa yang
ketat dengan banyaknya pemain di segmen ini. Lembaga mempunyai anak, diketahui bahwa anak-anak
riset pasar IHS Inc iSuppli merilis data bahwa pengiriman menggunakan tablet terutama untuk hiburan seperti
tablet dari produsen sepanjang tahun 2012 di seluruh online game (77%), hiburan dalam perjalanan (54%),
dunia diperkirakan mencapai 120 juta unit, dan akan terus nonton TV/ film (43%). Selain itu, tablet juga digunakan
meningkat tajam pada tahun ini. Diperkirakan pada tahun untuk sarana pendidikan (55%). Apa Perbedaan
2016 akan mencapai 340 juta unit. Penggunaan Mobile Phone Secara Umum dengan Tablet?
Pengguna tablet di kawasan Amerika, Eropa, dan Cina Sebagai studi kasus, hasil survei Nielsen di Hong Kong pada
meningkat tajam dan bahkan dari hasil survei Nielsen, 1 akhir tahun 2011 menggambarkan secara jelas perbedaan
dari 5 rumah tangga di Amerika memiliki tablet. Bagaimana aktivitas online yang dilakukan melalui mobile phone
dengan Indonesia? Pengguna tablet tumbuh cukup (ponsel) dan tablet di sana. Ponsel terutama digunakan
fantastis di Indonesia dan bahkan pertumbuhannya untuk berkomunikasi dan mencari berbagai informasi,
menjadi salah satu yang paling tinggi di dunia. Menurut sedangkan tablet selain berfungsi untuk dua hal tersebut,
data yang dirilis oleh International Data Corporation (IDC), juga berfungsi untuk e-commerce maupun entertainment.
pada kuartal IV 2012, penjualan tablet sudah mencapai 1,6 Rahasia di balik kesuksesan tablet adalah karena perangkat
juta unit. Pada tahun 2013 diperkirakan tumbuh hingga ini mampu menjembatani gap antara laptop dan
mencapai 3 juta unit. smartphone. Konsumen tertarik menggunakan tablet
karena memiliki power dan screenyang lebih besar dan
Menurut Susan Whiting, Co Chair Nielsen, dalam artikel berbagai aplikasi yang lebih komprehensif. Ini merupakan
yang dimuat di situs economistgroup.com,tablet sudah kombinasi bentuk dan fungsi yang menghasilkan platform
berubah dari early adopter’s “must-have” menjadi alat ideal sehingga memudahkan kita men-deliver maupun
yang sangat dibutuhkan oleh konsumen. Sebagian orang mengonsumsi konten baik di rumah maupun dalam
bahkan tidak bisa membayangkan hidup tanpa tablet. perjalanan.
Mereka biasa membaca berita, menonton TV/video,
mendengarkan musik, menerima dan mengirim email Tablet akan semakin memegang peranan dalam e-
melalui tablet. Selain itu, gadget tersebut memungkinkan commerce di dunia saat ini dan berfungsi saling
mereka mencari berbagai informasi, ide maupun melengkapi dengan smartphone. Hasil studi Nielsen
pengalaman baru. Mereka pun bisa berbagi informasi/ide/ terhadap pengguna smartphone dan tablet dalam aktivitas
pengalaman dengan yang lain. Melalui tablet, interaksi berbelanja di Amerika cukup menarik. Ternyata
dengan keluarga, teman, maupun kolega bisa semakin smartphone cenderung digunakan oleh penggunanya
meningkat. untuk mencari lokasi fisik toko dan untuk keperluan mobile
coupon, sedangkan tablet lebih suka digunakan untuk
melakukan penelitian terhadap produk-produk yang akan
dibeli, sekaligus untuk melakukan pembelian secara online.
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Ke depan, tablet akan berperan sebagai real game changer. tak berguna untuk peningkatan spiritualitas maupun
Tidak hanya terbatas pada penggunaan secara personal, keamanan para peserta festival.
tetapi sudah akan meliputi berbagai aspek komersial, mulai
dari restoran, toko, sekolah, dan rumah sakit. (disarikan dari : Narayan,Adi “Coke, Unilever, Colgate-
Palmolive Seize India’s Biggest Marketing Opportunity”.
SOAL 2 (Bobot 35%) www.businessweek.com. 7 Maret 2013. Dikutip tanggal 9
Bacalah dengan teliti kasus singkat di bawah ini sebelum Juni 2013, 20.00 WIB)
Anda menjawab pertanyaan.
Pertanyaan:
Coca-Cola Mencoba Menangkap Peluang Pemasaran
Terbesar di India a) Kehadiran Coca-Cola dalam festival keagaman besar
seperti Kumbh di India ini ternyata tidak mendapat
India merupakan salah satu negara dengan jumlah sambutan hangat dan justru mengundang kritik dari
penduduk terbesar di dunia. Hasl sensus penduduk India pemuka agama, yang menganggap kehadiran Coca-Cola
yang berlangsung tahun 2011 lalu menunjukkan jumlah hanya menjadi distraction bagi pengunjung festival dan tak
penduduk India kini mencapai sekitar 1,2 miliar jiwa. India berguna. Jika Anda menjadi Manajer Pemasaran Coca-Cola
diperikirakan akan mengambil alih posisi Cina sebagai di India dan Anda punya waktu setahun untuk
negara dengan jumlah penduduk terbesar di dunia dalam memperiapkan kehadiran Coca-Cola dalam festival Kumbh
waktu 20 tahun mendatang (Penduduk India capai 1,2 ini, langkah-langkah apa yang akan Anda lakukan agar
miliar jiwa. BBC Indonesia). Tak heran jika para pemasar kehadiran Coca-Cola dapat diterima dengan baik oleh
internasional berusaha untuk merebut pasar India. Tak pengunjung festival dan para pemuka agama? (Catatan:
hanya memiliki jumlah penduduk yang sangat besar, India Gunakan kerangka “A Model of the Cultural Process” untuk
pun dikenal memiliki budaya yang sangat kuat. Salah satu menjawab pertanyaaan ini).
bentuk kebudayaan khas India tercermin dalam berbagai
upacara keagamaan yang dilangsungkan secara rutin. Salah b) Gerai Coca-Cola yang menjual produk-produknya (Coca-
satu upacara keagamaan terbesar adalah Maha Kumbh Cola, Dasani, Maaza) dengan harga murah ternyata kalah
Mela atau singkatnya biasa disebut Kumbh. Kumbh jauh dari prduk local. Terlepas dari dinginnya udara yang
dilangsungkan sekali setiap 12 tahun di kota Allahabad, menjadi salah satu hambatan, sebenarnya promosi
terletak di India bagian Utara dan merupakan pertemuan penjualan Coca-Cola bisa dirancang dengan lebih baik lagi
antara Sungai Gangga dan Sungai Yamuna. Kumbh untuk mendapat sambutan pengunjung. Tugas Anda:
biasanya dimulai pukul 4 pagi dimana ribuan orang akan Rancanglah paket promosi penjualan Coca-Cola agar dapat
muncul di tepi sungai dan kemudian mandi di tengah bersaing dengan paket promosi yang ditawarkan Ramesh
dinginnya air sungai tersebut untuk membersihkan segala Tea Traders. (Asumsi: Dana yang Anda butuhkan tersedia,
dosa. Puncak acara Kumbh diperkirakan bisa menarik produk yang ditawarkan dalam paket hanya Coca-Cola,
sekitar 100 juta jiwa untuk berkumpul di Allahabad. Jumlah Dasani dan Maaza, harga satuan Dasani dan Maaza lebih
ini tentunya sangat menggiurkan bagi para pemasar. murah dari harga satuan Coca-Cola).
Sekitar 30 perusahaan nasional dan internasional SOAL 3 (Bobot 30%)
membuka gerai-gerai promosi dan memasang berbagai Perhatikan ketiga gambar iklan di bawah ini
billboards di sekitar lokasi puncak Kumbh. DI antara
perusahaan yang berpartisipasi adalah Colgate- Palmolive,
Unilever serta Coca-Cola. Coca-Cola membuka berbagai
kios di sekitar lokasi Kumbh dimana mereka menjual Coca-
Cola seharga 5 Rupee per gelas ukuran 150 ml dan 25
Rupee per botol. Coca-Cola juga memegang hak untuk
mendirikan 12 billboards di dekat lokasi upacara yang
dianggap paling suci. Walaupun demikian, ternyata banyak
rintangan yang harus dihadapi Coca-Cola. Salah satunya
adalah cuaca. Kumbh dilangsungkan di bulan Februari
hingga Maret, di saat cuaca sedang dingin. Minuman
seperti Coca-Cola, air mineral merek Dasani, maupun jus
mangga Maaza tak mampu bersaing dengan produk seperti
Ramesh Tea Traders, yang menjual secangkir the panas
hanya seharga 5 Rupee, lengkap dengan bonus gratis
sebungkus kecil biscuit. Sering kali, gerai Coca-Cola terlihat
kosong melompong sementara di gerai Ramesh Tea
Traders terdapat antrian panjang.
Tak hanya itu saja, kebanyakan billboard Coca-Cola juga
hancur karena angin kencang dan hujan deras. Billboard
yang tidak hancur banyak yang diturunkan oleh para
tukang sapu dan pekerja lain untuk dijadikan tempat
berteduh di bawah jembatan. Kritik tajam pun diterima
Coca-Cola dari beberapa pemuka agama Hindu, yang
menganggap iklan-iklan Coca-Cola dalam festival Kumbh ini
PE1
Ketiga gambar di atas tersebut menunjukkan iklan GAP,

salah satu merek pakaian (outfit) yang telah memasarkan
produk-produknya ke berbagai belahan dunia. Dalam teori
Perilaku Konsumen, dikenal istilah Consumer Socialization.
a. Apakah yang dimaksud dengan Consumer Socialization,
yang terkait dengan pengaruh keluarga terhadap
pengambilan keputusan pembelian dari konsumen?
b. Berdasarkan ketiga gambar iklan di samping ini,
bagaimana Anda dapat menjelaskan Consumer
Socialization dari Merek GAP? Jelaskanlah!
PE1

2 Ringkasan Perilaku Konsumen PDF

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Disusun oleh : Muhammad Firman (Akuntansi FE UI 2012)

The Product Concept The Societal Marketing Concept

- The exchange between consumers and marketers has

Why study consumer behaviour?

- Primary data: data collected by the researcher for the

Example of a Likert Scale Projective Techniques

The Dynamic Nature of Motivation

Avoidance-avoidance: when the consequences of buying Murray’s List of Psychogenic Needs

Motivation and Marketing Strategy Theories of Personality

Sample Items to Measure Compulsive Buying

http://www.snopes.com/business/hidden/popcorn.htm - Perceived Quality

Concepts Concerning Selective Perception

- Selective exposure : Consumers actively choose stimuli

Perceptual Mapping Tensile and Objective Price Claims

Pricing Strategies Focused on Perceived Value

Perceived Risk Learning Theories

Analogous Model of Classical Conditioning - Use stimulus generalization effectively

Cognitive Learning Theory –uninvolved consumers can be attracted through

Cognitive Learning and Marketing Strategy

CONSUMER ATTITUDE FORMATION AND CHANGE

Information processing and Involvement Theory Characteristics of Attitudes

- Positive or negative feelings Examples

Message Characteristics - High pass along rate

The Movement of Cultural Meaning

Communication and Marketing Strategy

Examples of Subcultural categories Marketing to Chinese Canadians

- Consumer Behaviour is directly affected by religion in

Generation Y either higher or lower status than members of other

- Lower-middle to middle-middle based on income,

What is Working Class?

CONSUMER INFLUENCE AND THE DIFFUSION OF

Purchase Pals and Surrogate Buyers Motivations of Opinion Seekers

Word of mouth survey (Business Week) Multi-step of communication

Measuring Opinion Leadership

Profile of Opinion Leaders

The Interpersonal Flow of Communication

Adoption Process Sequence and Propotion of Adopter categories among

An Enhanced Adoption Process Model - Move consumers from awareness to adoption

CONSUMER DECISION MAKING I : THE PROCESS

Levels of Consumer Decision Making

Relative Importance of Different types of Information

Factors That Affect the Type of Decision Making Process

The Profile of aConsumer Innovator

Evaluation of Alternatives –Types of Consumer Choice

Types of Information Sought Attribute-based choices

Non-Compensatory Consumer Decision Rules Alternative Evaluation and Marketing Strategy

Gifting Subdivisions - Entitlement

Five Givers-receiver subdivisions

Gifting relationship categories

Customer Satisfaction and Dissatisfaction

Purchase, Post-purchase Processes and Marketing

b. Jelaskan perbedaan dan berikan contohnya masing-

purchase, dan post purchase. Jabarkan perilaku pengguna

Marketing.co.id - Fantastis, hanya dalam dua tahun lebih,

Ketiga gambar di atas tersebut menunjukkan iklan GAP,

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