2 Model of Consumer Behavior by Philip Kotler Marketing. Download ppt 'Model of Consumer Behavior' Presentasi serupa. Tujuan Perkuliahan Menentukan bagaimana faktor budaya, sosial, personal, dan psikologis mempengaruhi perilaku pembelian pelanggan. Menggambarkan bagaimana. Studying consumer behavior is an art in its own way and consists of various factors that determine the way customers react to any product or service. With the help of our Consumer Behavior PowerPoint valuable template, you can easily present various aspects of customer behavior to your audience.

Title: Consumer Behaviour Models 1 Chapter 3 • Consumer Behaviour Models 2 Chapter Objectives • To understand the role consumer behaviour plays in the development and implementation of advertising and promotion programs. • To understand the consumer decision-making process and how it varies for different types of purchase. 3 Chapter Objectives • To understand various internal psychological processes, their influence on consumer decision making, and implication for advertising and promotion.

• To recognize external factors such as culture, social class, group influences, and situational determinants and how they affect consumer behaviour. 4 Consumer Decision Making Process 5 Consumer Decision Process 6 Sources of Need Recognition • Out of stock.

• Purchase decision is routine. • Resolved by choosing familiar brand.

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• Dissatisfaction. • Dissatisfied with current state of product/service. • Advertising is used to help consumers recognize need for new product. 7 Sources of Need Recognition • New needs or wants. • Created by life changes. Graduation, employment status, financial situation).

Autocad 2009 64 bit free download full version with cracker. • Wants are desired but not essential. • Related product purchase. • Purchase of a new product will most likely trigger purchase of accessories.

New camera will require film). 8 Sources of Need Recognition • Marketer-induced recognition. • Marketers encourage discontentment with current state or situation.

• Brand switching is encouraged by sales promotion. • New products. • Innovative products may stimulate a need. • Consumers may not see a need for what the marketer is selling. 9 Examining Consumer Motivations • Marketers recognize need recognition will influence the remainder of the decision process. • To better understand consumers reasoning marketers devote considerable attention to motives. • Motives - factors that compel a consumer to take a particular action.

10 Maslows Hierarchy of Needs Physiological needs (hunger, thirst) 11 Market Research Methods • In-depth interviews. • The consumer talks freely in an unstructured interview to obtain insights into his or her motives, ideas or opinions. • Projective techniques. • Methods allowing consumers to project values, motives, attitudes or needs on some external object. 12 Market Research Methods • Association tests. • Consumers respond with the first thing that comes to mind when presented with some verbal or pictorial stimulus. • Focus groups.

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