1. Understanding Consumer and Their Buying Behavior
Week 2

2. Quiz Tentukan needs, wants dari kasus tersebut
Value apa yang terdapat pada produk Prada berdasarkan bacaan tersebut? Apakah value tersebut sama dengan kalian?
Produk yang dikeluarkan oleh Prada berorientasi pada marketing concept (production, product, selling, marketing, atau societal) yang mana?
Menurut kalian apakah Prada menjalin relationship dengan customernya?

3. Learning Objectives
Describe how economic needs influence the buyer decision process.
Understand how psychological variables affect an individual’s buying behavior.
Understand how social influences affect an individual’s buying behavior
Explain how characteristics of the purchase situation influence consumer behavior
Explain the process by which consumers make buying decisions
Describe who the business and organization buyers are
See why business and organizational purchase decisions often involve multiple influences
Understand important new terms.

4. The Value Proposition
The whole cluster of benefits the company promises to deliver

5. They call it a crash test. We call it a product demonstration.

8. Factors Influencing Marketing Strategy

9. Organizational Chart

10. Consumer market and buyer behavior
All individuals and households who buy or acquire goods and services for personal consumption
Consumer buyer behavior
The buying behavior of final consumers

11. Consumer Behavior for Marketing Strategy

13. Model of consumer behavior

14. Model of consumer behavior

15. Factors affecting consumer behavior

16. Model of consumer behavior

17. Psychological Influences

18. Possible needs motivating a person to some action

19. Maslow’s Hierarchy of Needs

20. PSSP hierarchy of needs or four-level hierarchy

21. Most product must fill more than one need at the same time

22. Perception: what consumers see and feel...

23. Learning Process

24. An attitude based on name...

25. Consumer Belief

27. Lifestyle Dimensions (and some related demographic dimensions)

28. VALS Classifications VALS: Values, Attitudes, Lifestyles

32. Gives consumers a way to learn what it’s available...

33. Social Influences Decision maker in family purchased...

34. Family Life Cycle

35. The Major American Social Classes

36. Reference Group

39. Purchase Situation

40. An expanded model of consumer behavior

41. 4 types of buying behavior

42. Buyer Decision Making Process

43. Relation of Decision

44. Adopter categorization on the basis of adoption of innovations

45. Movie: What Woman Wants

46. Discuss !
Harley Davidson is a truly American icon, manufactured in the United States with international brand recognition.
Who are Harley customers and what is their buying behavior—what is your opinion?
Do some research and find out what the company thinks

47. Business market and business buyer behavior
Structure and demand
Nature of the buying unit
Types of decisions and the decision-making process
Business buyer behavior
Buying behavior of the organizations that buy goods and services for use in production of other products and services that are sold, rented, or supplied to others. Also included are retailing and wholesaling firms that acquire goods to resell or rent to others for profit.

48. Examples of Different Types of Business and Organizational Customers

49. Characteristic of Business Market

50. Major Influences on Business Buyers

51. Business Buying Process

53. Multiple influence in the buying center

57. Organizational Buying Processes

58. Major Sources of Information used by organizational buyers

59. Kodak offers services that streamline processes for hospital administrators

62. Discuss !
Visit the UPS Web site at and discuss UPS’s consumer and business markets.
What are the similarities and differences?
In terms of a global marketplace, which market provides the most opportunity and which presents the greatest threats?

63. thank you