CHAPTER 5

CONSUMERS AND THEIR BUYING BEHAVIOR

I.

II.

5) Improvement
earnings

INFLUENCES ON
CONSUMER BEHAVIOUR
a. Economic needs
b. Psychological variables
c. Social influences
d. Purchase situation

e. Consumers appreciate the firm

that offers them improved
value. It can be in form of:
1) Place
Tempat yang mudah
dijangkau
2) Product
Mudah digunakan dan
bekerja dengan baik
3) Promotion
Memberikan
informasi mengenai
garansi, dll.
4) Price
Harga yang lebih
murah

Economic Needs
a. Consumer are Economic
Buyers:
People who know all the
facts and logically compare
choices in term of cost &
value received to get the
greatest satisfaction from
spending their time and
money
b. Let us to look at economicincome pattern
- at least consumers have to
have income to buy
something
- when they dont, economic
is sometimes called the
dismal science
c. Economic needs concerned
with the making the best use
of a consumers time &
money as the consumer
judges it.

of

III.
i.

Psychological Variables
a. MOTIVATION
Everybody is motivated by:
1) Needs :
The basic forces that
motivate a person to do
something.
2) Wants :
need that are learned
during a persons life.
ii.

d. Some Economic Needs are:

1) Economy of purchase
or use
2) Convenience
3) Efficiency
in
operation or use
4) Dependability in use
iii.

When a need is not

satisfied, it may lead to a
drive.
Drive :
- A strong stimulus that
encourages action to
reduce a need.
- Internal they are the
reasons
behind
certain
behavior
patterns
Five Hierarchy of Needs
of Maslow (PSSP)
1) Physiological Needs

Biological
need
(food, drink, and
rest)

c) Selective Retention
We remember only what
we want to remember.
Selective processes can
explain
why
some
people are not affected
by some advertising.

2) Safety Needs
Protection &
physical well-being
(food, medicine,
exercise, health)
3) Social Needs
Love, friendship,
status, and esteem
things that involve a
persons interaction
with others.
4) Personal Needs
Individual need for
personal satisfaction
unrelated to others
think or do. (selfesteem,
accomplishment,
fun, freedom, &
relaxation).
b. PERCEPTION
i.
It makes consumers select
varying ways to meet their
needs.
ii.

Perception:
How we gather & interpret
information from the world
around us.
iii. The selective process:
a) Selective Exposure
Our eyes & mind seek
out and notice only
information
that
interests us
b) Selective Perception
We screen out / modify
ideas, messages, and
information that conflict
with previously learned
attitudes & belief.

Our needs affect the

selective processes.
c. LEARNING
i. Learning:
A change in a persons
thought processes caused by
prior experience.
ii. Learning is often based on:
Direct experience
(mengalami langsung)
- Indirect experience /
associations (melihat orang
lain/ akibat dari marketing)
-

iii. Steps in Learning Processes:

1) Drive
2) Cues
Product signs, ads, and
other stimuli in
environment an
individual choose some
specific response.
3) Response
An effort to satisfy a
drive.
A specific response
chosen depends on the
cues & the persons past
experience.
4) Reinforcement
- Occurs
when
response is followed
by satisfaction that
is, reduction in the
drive.
- It strengthens the
relationship
between cues and

response. So it may
lead
to
similar
response the next
time
the
drive
occurs.
Repeated
reinforcement leads
to development of
habit making the
individuals decision
process routine.

iv.

Most marketers work with

existing attitudes rather than
try to change them.

v.

Ethical issues may arises, is

consumers have inaccurate
beliefs. Marketers also must
be careful with promotion
that leads to false belief.
(iklan parfum axe)

DRIVE
CUES
RESPONS
E

REINFORCEME
NT

vi.
-

iv.

Positive cues help a

marketing mix.

v.

Many needs are culturally

learned. (sushi in Japan)

d. ATTITUDE
i. Attitude :

e.

i.

A persons point of view

toward something.
(involving liking / disliking)
ii.

Expectation:
Formed from combination
of attitude and belief.
An outcome or event that a
person anticipates or looks
forward to.
Consumer expectation
focuses on the benefit/value
they expect
PERSONALITY/LIFESTYLE

Psychographics
analysis :

or

lifestyle

The analysis of a persons daytoday pattern of living as

expressed in the persons
Activities,
Interests,
and
Opinions sometimes referred
to as AIOs.

Attitudes affect the

selective processes, learning
process, and eventually the
buying decision people
make.
iii. Belief :

A persons opinion about

something.
May help shape a
consumers attitudes but
dont necessarily involve
liking or disliking.

IV.

(TABEL HAL 162 EX 6-6)

Social Influences

V.

Purchase Situation