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Perilaku Konsumen. The aim of marketing is to meet and satisfy target customers' needs and wants. The field of consumer behavior studies how individuals, groups, and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Understanding

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Presentation Transcript

    4. Definition of Consumer Behavior The study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires Process Exchange Players

    7. Interdisciplinary Influences on Consumer Behavior

    8. The Wheel of Consumer Behavior

    12. Consumer Evolution

    24. Creating Value Through Quality and Customer Satisfaction

    25. Value and Satisfaction What is value? What are five things a marketer can do to increase the value of the offering? Value is a ratio between what the customer gets and what he gives. Raising benefits, reducing costs, raising benefits and reducing costs, raising benefits by more than the raise in costs, or lowering benefits by less than the reduction in costs.

    26. Theory Segue: Buyer Readiness Stages

    27. Customer Delivered Value


    29. Exchange and Transactions Exchange involves obtaining a desired product from someone by offering something in return. Transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement.

    32. Customer Equity How Much Is A Customer Worth

    33. Customer Equity Lifetime Value of a Loyal Customer. Revenue Stream. Price/unit * Total expected lifetime purchases Income Stream. Margins/unit * Total expected lifetime purchases

    35. Quality Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs.

    36. Five Possible Definitions of Quality Innate Excellence. (You know it when you see it) Product-Based. (The more, the better) User-Based. (Quality is what the customer says it is) Manufacturing-Based. (Conformance to standards) Value-Based. (Excellence for the money)

    37. Garvins 8 dimensions of quality Performance Features Reliability Conformance (to standards) Durability Serviceability Aesthetics Perceived quality (Image)

    39. Service Quality Dimensions Tangibles : The physical facilities, equipment, and appearance of personnel. Reliability : Ability to perform the promised service dependably and accurately. Responsiveness : Willingness to help customers and provide prompt service. Assurance : Knowledge and courtesy of employees and their ability to inspire trust and confidence. Empathy: Caring, individualized attention the firm provides its customers.

    40. Satisfied Customers: Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) Offer feedback Reduce transaction costs

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