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Bina Nusantara University 4
What is market research?
is the process of systematically gathering, recording and analyzing data and information about customers, competitors and the market. Market research allows companies to learn more about past, current and potential customers, including their specific likes and dislikes.
Bina Nusantara University 5
•What is happening in the market?
•What are the trends?
•Who are the competitors?
•How do consumers talk about the products in the market?
•Which needs are important?
•Are the needs being met by current products?
Bina Nusantara University 6
Cara pencarian data
•Questioner
•Conduct an FGD
•Sampling
•Wawancara (via telepon)
•Market visit
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What is competion?a rivalry between individuals, groups, nations, or animals, for territory or resources. It arises whenever two or more parties strive for a goal which cannot be shared.
What is competitor?Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service. Ex: Coca-Cola vs Pepsi, Mc Donalds vs Burger King
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Direct Competitorwhere products which perform the same function compete against each other. Ex: Honda-Yamaha-Suzuki (kategori sepeda motor). Provider GSM, Indosat, XL dan telkomsel
Indirect Competitorwhere products which are close substitutes for one another compete. Ex: di Indonesia ---> Mc Donalds vs KFC, Coca-Cola vs The Botol, Produk susu dengan milkuat/biskuat
Bina Nusantara University 10
Consumer Behaviour
Mengenali tentang perilaku/karakteristik konsumen: Yaitu bagaimana, apa, kapan dan mengapa mereka membeli suatu barang/produk.
Belch and Belch mendefinisikan sebagai:
'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'.
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Stage Brief description Relevant internal psychological process
Problem recognition The consumer perceives a need and
becomes motivated to solve a problem. Motivation
Information search The consumer searches for information required to make a purchase decision
Perception
Alternative evaluation The consumer compares various brands
and products Attitude formation
Purchase decision The consumer decides which brand to
purchase Integration
Post- purchase evaluation
The consumer evaluates their purchase decision
Learning
Basic of consumer decision making
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QuickTime™ and aYUV420 codec decompressor
are needed to see this picture.