1.

Diana Cristanty (201810160311625)

2. Yunina Fitriani (201810160311630)
3. Catur Kukuh P (201810160311632)
4. Fatih Yuniar (201810160311639)
5. Rifki Ogi Fardani (201810160311616)
 Consumer buyer behavior refers to the buying
behavior off final consumers – individuals and
households who buy goods and service for
personal consumtion
 All the these final consumers combine to makeup
the consumer market
 MODEL OF CONSUMER BEHAVIOR
Consumers make many buying decisions every day,
and the buying decision is the focal
point of the marketer’s effort. Most large
companies research consumer buying decisions in
great detail to answer questions about what
consumers buy, where they buy, how and how
much they buy, when they buy, and why they buy.
  The central question for marketers is this: How
do consumers respond to various marketing
efforts the company might use? The starting
point is the stimulus-response model of buyer
behavior shown in following table
The Environment Buyer’s Black Box

Marketing Stimuli Other

Product Economic Buyer’s characteristics
Price Technological
Place Social Buyer’s decision process
Promotion Cultural

Buyer Responses
• Buying attitudes and preferences
• Purchase behavior: what the
buyer buys, when, where, and how
much
• Brand engagements and
relationships
A. Cultural
 Culture : Forms a person’s wants and behavior

 Subculture : Groups with shared value sytems

 Social Class : Society’s divisions who share

values, interests and behaviors
B. Social
 Groups : Membership, Reference, Opinion
Leaders
 Family : Many influencers

 Roles and status

C. Personal
 Age and life cycle

 Occupation

 Economic situation

 Lifestyle : activies, interests and opinions

: lifestyle segmentation
 Personality and self-concept

D. Psychological
 Motivation

 Perception

 Learning

 Beliefs and attitudes

Complex
 Highly involved, significant brand differences
 Example-computer
Dissonance-reducing
 Highly involved, little brand differences
 Example-carpeting
Habitual
 Low involvement , little brand differences
 Example-salt
Variety-seeking
 Low involvement, significant perceived brand
differences
 Example-cookies
 The Buyer Decision Process
 Buyer decision process consists of five stages
Evaluation
Need Information Purchase Postpurchase
of
Recognition Search Decision Behavior
Alternatives

1 2 3 4 5

The buying process starts long before the actual

purchase and continues long after. Marketers need
to focus on the entire buying process rather than on
the purchase decision only.
A. Need Recognition
Needs can be triggered by :
 Internal stimuli
 Normal needs become strong enough to drive
behavior
 External stimuli
 Advertisements
 Discussion with a friend
B. Information Search
 Consumers exhibit heightened attention or actively
search for information
 Sources of information
 Personal (Family, Friends, Neighbors, Acquaintances)
 Commercial (Advertising, Salesman, Packaging, Displays)
 Public (Social Media, Online Search, Mass Media)
 Experiental (Examining and using the product)
• Word of mouth
C. Evalution of Alternatives
 Evalution precedure depends on the consumer and the
buying situation
 Most buyers evaluate multiple attributes, each of
which is weighted differently
 At the end of the evalution stage, purchase intentions
are formed

D. Purchase decision
 Two factors intercede between purchase intentions and
the actual decision :
 Attitudes of others
 Unexpected situational factors
E. Postpurchase Behavior
 Customer satisfaction is a key to building profitable
relationships with consumers—to keeping and growing
consumers and reaping their customer lifetime value.
Satisfied customers buy a product again, talk
favorably to others about the product, and buy other
products from the company.
 A dissatisfied consumer responds differently. It can
quickly damage consumer attitudes about a company
and its products. Therefore, a company should
measure customer satisfaction regularly. In this way,
the company can learn how well it is doing and how it
can improve.
New Products
 Good, sevice or idea that is perceived by
customers as new
Stages in the Adoption Process
 Marketers should help consumers move through
these stages
STAGES IN THE ADOPTION PROCESS

 Awareness
 Interest
 Evaluation
 Trial
 Adoption
Individual Differences in Innovativeness
 Consumers can be classified into five adopter
categories, Innovators, Early Adaptors, Early
Mainstream, Late Mainstream, Lagging
Adaptors.
 This adopter classification suggests that an
innovating firm should research the
characteristics of innovators and early adopters
in their product categories and direct initial
marketing efforts toward them.
Product Characteristics and Adoption
 Five product characteristics influence the
adoption rate :
 Relative Advantage

 Compatibility

 Complexity

 Divisibility

 Communicability

 Other characteristics influence the rate of

adoption, such as initial and ongoing costs, risk
and uncertainty, and social approval. The new
product marketer must research all these factors
when developing the new product and its
marketing program.
International Consumer Behavior
 Values, attitudes and behaviors differ greatly in
other countries
 Physical differences exist which require changes
in the marketing mix
 Customs vary from country to country

 Marketers must decide the degree to which they

will adapt their marketing efforts