PERILAKU

KONSUMEN
• We are always consuming something.
(like the clothes we are wearing or the bed we are sleeping on)

We are sometimes planning future consumption

We are sometimes enjoying the memory of past
consumption
Q. Can you think of any moments when you are
NOT being a Consumer?

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Mengapa perlu memahami
konsumen?

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 “
 Persaingan
 Konsumen bebas memilih produk
 Personal taste
 Keputusan pembelian ada ditangan
konsumen

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 Perilaku konsumen?
Semua kegiatan, tindakan, serta proses
psikologis yang mendorong tindakan
tersebut pada saat sebelum membeli,
ketika membeli, menggunakan,
menghabiskan produk dan jasa setelah
melakukan hal-hal diatas atau kegiatan
mengevaluasi.
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Studi Perilaku Konsumen Meliputi:

◎ What?
◎ Why?
◎ When?
◎ How?
◎ How often?

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 Two Consumer Entities
Personal Consumer
• The individual who
buys goods and
services for his or
her own use, for
household use, for
the use of a family
member, or for a
friend.
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
Organizational
Consumer
• A business,
government agency,
or other institution
(profit or nonprofit)
that buys the goods,
services, and/or
equipment necessary
for the organization
to function.
Chapter One Slide
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 Development of the
Marketing Concept

Productio
Sales
n Marketing
Orientatio
Orientatio Concept
n
n

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter One Slide
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 Production Orientation
◎ From the 1850s to the late 1920s
◎ Companies focus on production capabilities
◎ Consumer demand exceeded supply

Production Sales Marketing

Orientation Orientation Concept

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter One Slide
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 Sales Orientation
◎ From the 1930s to the mid 1950s
◎ Focus on selling
◎ Supply exceeded customer demand

Production Sales Marketing

Orientation Orientation Concept

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter One Slide
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 Marketing Concept
◎ 1950s to current - Focus on the customer!
◎ Determine the needs and wants of specific target markets
◎ Deliver satisfaction better than competition

Production Sales Marketing

Orientation Orientation Concept

Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall Chapter One Slide
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Pentingnya Mempelajari Perilaku Konsumen

Pemasar dapat memperkirakan

bagaimana kecenderungan konsumen
untuk tetap bereaksi terhadap informasi
yang diterimanya, sehingga pemasar
dapat menyusun strategi pemasaran
yang sesuai

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Pentingnya Mempelajari Perilaku Konsumen

Dengan memahami perilaku konsumen,

pemasar akan mampu mempengaruhi
perilaku tersebut sehengga sesuai
dengan apa yang diinginkan pemasar

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Faktor yang mempengaruhi konsumen

◎ Demografi
◎ Psikologis
◎ Budaya
◎ Sosial

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Faktor lain:

◎ Marketing Mix
◎ Brand
◎ Green behavior
◎ Technology

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 Thanks!

Any questions?
You can find me at @widya_nbp & widya.nbp@untirta.ac.id

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