PASAR KONSUMEN DAN PERILAKU PEMBELIAN KONSUMEN [MANAJEMEN PEMASARAN] - KELOMPOK 3 / AKUNTANSI A

Summary

This video, presented by Group 3 from Universitas Muhammadiyah Surabaya's Accounting program, covers consumer markets and buying behavior. It explains factors that influence consumer behavior, such as social, cultural, personal, and psychological aspects. The video also highlights rational and irrational consumer behaviors, roles in the buying process, and various decision-making processes. Key marketing strategies are discussed to meet consumer needs better than competitors. The script concludes by emphasizing Kotler's model of consumer behavior, offering insights into consumer decision-making processes and factors influencing purchases.

Takeaways

• 🛍️ The video discusses consumer markets and consumer buying behavior, emphasizing the importance of understanding consumer needs for effective marketing.
• 📊 Consumer behavior is influenced by several factors, including personal, social, cultural, and psychological elements.
• 🧠 There are two types of consumer behavior: rational and irrational. Rational behavior involves purchasing based on needs, quality, and price, while irrational behavior is driven by factors like brand, discounts, and advertisements.
• 💼 Factors that influence consumer behavior include social status, culture, personal preferences, and psychological triggers such as external stimuli.
• 👤 Consumer roles in buying include initiators, influencers, deciders, buyers, and users, all of whom play distinct roles in the purchasing process.
• 🛒 The five stages of the consumer decision-making process are problem recognition, information search, product evaluation, purchase decision, and post-purchase behavior.
• 📉 Consumer decision-making can vary from complex, requiring much thought, to impulse buying, where little deliberation is involved.
• 🎯 The role of marketers is to influence consumer decisions by understanding their behaviors and motivations, designing effective strategies to promote their products.
• 📈 Theories of consumer behavior include microeconomic theory (maximizing satisfaction), psychological theory (influences from the environment), and anthropological theory (group or cultural influences).
• 🎥 The video concludes by highlighting the importance of marketing strategies, such as promotions, discounts, and the use of consumer characteristics, to improve sales and consumer satisfaction.

Q & A

What is the main topic discussed in the video?

The main topic discussed is consumer markets and consumer buying behavior.

What are the main factors influencing consumer behavior?

The main factors influencing consumer behavior include social factors, cultural factors, personal factors, and psychological factors.

What is the role of a marketer in understanding consumer behavior?

A marketer's role is to identify and understand the factors that influence consumer behavior to create effective marketing strategies that appeal to the target audience.

What are the two types of consumer behavior mentioned?

The two types of consumer behavior mentioned are rational consumer behavior and irrational consumer behavior.

What characterizes rational consumer behavior?

Rational consumer behavior is characterized by purchasing decisions based on necessity, product quality, price that matches the buyer's financial capability, and the product’s utility or value.

What are some examples of irrational consumer behavior?

Examples of irrational consumer behavior include making purchases out of social status (gengsi), buying items simply because of discounts, choosing branded products regardless of actual need, and being influenced by advertisements.

What are the five roles consumers play in the buying process?

The five roles include Initiator (the one who suggests buying), Influencer (the one who influences the decision), Decider (the one who makes the final decision), Buyer (the one who purchases), and User (the one who uses the product).

What are the stages in the consumer decision-making process?

The stages include: (1) problem recognition, (2) information search, (3) evaluation of alternatives, (4) purchase decision, and (5) post-purchase behavior.

What are the different models of consumer decision-making behavior?

The models include complex decision-making, limited decision-making, brand loyalty, inertia, and impulse processing.

How do social and cultural factors affect consumer behavior?

Social factors include group status and roles, while cultural factors comprise values, beliefs, religion, and subcultures, all of which influence how consumers perceive and select products.

What are Kotler's five factors in the consumer behavior model?

Kotler's model includes marketing stimuli, other external stimuli, buyer characteristics, decision-making processes, and buyer’s decisions.