Creating Demand Pertemuan 7 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008

Bina Nusantara Learning Outcomes Students are capable of demonstrating elements that shape targeted market definition

Bina Nusantara Material Outline Geographic factors Demographic factors Psychographic factors Sociocultural factors Beneficial factors Consumer internal factors

Bina Nusantara Geographic Factors Location of the potential target market such as: –Country –City size: Metropolitan area, small city, town –City: Jakarta, london, paris –Climate: Temperature, humid, hot –Density or area: Urban, suburban, rural

Bina Nusantara Demographic Factors Income/spending: –The economic classes determine the level of purchasing power of the target group. Normally calculated in year Sex or gender: –Different sex would have different interests on certain products and/or services Age: –Different age would have different needs Marital status: –Married couple would certainly require different things as compared to a single person

Bina Nusantara Demographic Factors Education: –This determines another type of interest. For a highly educated person, books are important. However, for less educated people, they would be happy to spend their time watching TV and would not miss the existence of a book at all. Profession: –Business executives pay more attention on how they look they need to impress their clients. Hobby:

Bina Nusantara Psychographic Factors Lifestyle: –The way one runs his/her life –Things of value which he/she holds onto, which influence his/her preference toward certain products or services: Economy-minded Prestige conscious Homebody person Outdoor lover Sport oriented

Bina Nusantara Psychographic Factors Personality, Perception Learning involvement Attitudes and need motivation: –Extrovert, introvert, aggressive, attention seeker –Low risk, high risk, –Low involvement, high involvement –Positive attitude, negative attitude –Safety

Bina Nusantara Sociocultural Factors Culture Religion Social class Individual life cycle Family cycle Subcultures

Bina Nusantara Beneficial Factors Emotional benefit Emotional support obtain due to the usage of the product: –Convenience –Social acceptance –Long lasting Economic benefit –Value for money

Bina Nusantara Consumer Internal Factors Usage period: –Morning, night, rush hour, working time Usage goal: –Own consumption, gift, snack, fun Location of usage: –Work place, nieghborhood, in-store Role of buying process: –Advisor, buyer not payer, non buyer decision maker

Bina Nusantara Conclusions: Demographic factor looks on location of the potential target market Psychographic factors looks on Lifestyle: –The way one runs his/her life –Things of value which he/she holds onto, which influence his/her preference toward certain products or services: Socioculture looks on: Culture Religion Social class Individual life cycle Family cycle Subcultures

Bina Nusantara Conclusions: Internal Consumers factors look on : –Usage period: Morning, night, rush hour, working time –Usage goal: Own consumption, gift, snack, fun –Location of usage: Work place, nieghborhood, in-store –Role of buying process: Advisor, buyer not payer, non buyer decision maker