Cb decision process

CONSUMERS Decision Process

P r e s e n t e d b y S u g i h a r t o

© Created by SUGIHARTO, SH.MM 2011 Consumers Behaviors Class 2011

Having it where you need it

having it when you need it

is when someone does something for another

person

Forms

Task

Time

Place

Possession

is when somebody makes something

having it, being able to use it, or ride it, drink it,

wear it, operating it, work for it etc.

Product Influence

Factors


Consumers Decision Process

Consumer Behavior Basic Philosophy

Seorang konsumen akan melakukan pilihan

terbaik dengan cara memaksimumkan

kepuasan atau utilitasnya dan kendala yang dihadapinya hanyalah:

Product Price

Personal Earning


Post purchase

Behaviors

Marketing

stimuli

Other

stimuli

Search of

Information

Problems

recognition

Purchasing

Behaviors

Alternative

Evaluation

4P

Economy

Technology

Political

Cultural

Consumers Decision Process Influencing Behavior


Product Choice

Brand Choice

Dealer Choice

Purchase Timings

Product Amounts

Consumers Decision Process Purchasing Behavior


Consumers Decision Process Influencing Factors of Purchasing Behavior


Consumers Decision Process Influencing Factors of Purchasing Behavior Cultural Factors

Cultural Values

Culture is the most basic cause of a

person’s wants and behavior

Sub - Cultural

groups of people with share values and can

include nationalities, religions, racial

groups, or groups of people sharing the

same geographical location

Social Class

It is measured as a combination of occupation,

income, education, wealth and other variables.

# Any type of cultural can create a substantial and distinctive market segment of its own


Consumers Decision Process Influencing Factors of Purchasing Behavior Social Factors

such as the groups to which the customer belongs

and social status. In a group, several individuals

may interact to influence the purchase decision.



Social Factors The typical roles in such a group decision

can be summarized as follows:

Decider


Ages

Lifestyles

Occupation and Circumstances

Role and Status

Personality and Self Concept


Personal Factors



Psychological Factors

Learning


Why People

BUY Still presented by


Marketers spend millions of dollars trying to

understand why people buy products and services.

WHY People Buy The Reasons

Sometimes it seems

that there is no

reason for a

purchase, but in

reality there is always

a reason


WHY People Buy The Reasons Many factors are involved in a

customers' buying decision, any

one of which can become the

deciding factor, such as:

Conspicuous Consumption

For the purpose of

displaying wealth /

social status

Preference for buying

increases with price


The Desire to buy something nobody else

has; preference for buying increases with

rarity or scarcity

Snob Effect



Desire to buy

something

everybody else is

buying


Band wagon Effect

Preference for

buying increases

with perceived

popularity.


3500

IDR


To enhance their lifestyle or to fulfill two of Maslow's needs:

physiological (food, shelter) and Safety and Security

Economy


This is the study of how

people interact with their

environment, products are

consumed to enhance

their well being


Psychological

For example air

fresheners, furniture and convection ovens.


Consumers

purchase products

because they need

them to survive,

such as shoes and

medicine.


Practical


Is the opposite of

practical, purchasing products

that are not necessary

impractical WHY People Buy The Reasons


Purchases are

made with logical, thought out

reasoning.

products are

purchased for foolish or absurd

reasons.

Irrational

Rational



Purchasing products

based on researched

reports.

Factual



Purchasing products

based on feelings :

Buy to satisfy a need

(for a reason)

Buy to satisfy a want

(for a desire)

Practical



The Application of Consumers Motive

Theories in Marketing Strategy

For Segmenting

For Positioning


Still presented by Sugiharto, SH. MM


For example, a student buying a

favorites hamburger would recognize

the need (hunger) and go right to the

purchase decision, skipping

information search and evaluation

Buying Behaviors Routine Purchase


Buying Behaviors The Buying Process starts with The Need Recognition

The Buyer Responds to

a Marketing Stimulus


An “aroused”

customer then

needs to decide

how much

information (if any)

is required

If The Need is Strong

If the need is strong

and there is a

product or service

that meets the need close to hand

then a Purchase

decision is likely to be

made If Not the process of

information search begins

Buying Behaviors The Buying Process starts with The Need Recognition


Buying Behaviors The A customer can obtain information from several sources:

The usefulness and influence of these sources of information will vary by product and by customer

Public Sources

The challenge for the marketing team

is to identify which information

sources are most influential in their

target markets.


Any Question ? THANK YOU

For LISTENING

Consumer Decision Process

Presented by

Sugiharto, SH. MM

Re-programmed

Presentation created by

ugik013 Presentation Pro

Images provided by

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Closing theme performed by

F4 ‘Can’t Help Falling in Love’

Lilo and Stitch the movie

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© 2011

Education

Cb decision process