mgt2306-marketing-management lesson 3
TRANSCRIPT
LESSON 3 OBJECTIVES
• Explain what is consumer behavior and
consumer markets
• Describe all the factors that influences what a
consumer will buy
MODEL OF CONSUMER BEHAVIOR• Consumer buyer behavior refers to the buying
behavior of final consumers—individuals(individu) and households (rumah tangga) who buy goods and services for personal consumption.
• Consumer market refers to all of the personal consumption (kegunaan peribadi) of final consumers.
CULTURAL (BUDAYA)
Culture is the learned values, perceptions, wants, and
behavior from family and other important institutions.
A subculture explains a culture within a culture.
Example: Malaysian Culture
Malay, Chinese, Indian culture
Kelantanese Malay, Mongolian Chinese
and Northern Indian culture
DISCUSSION..
What differences do you see in Malay and Chinese
culture when it comes to their buying behavior?
- the food they buy to eat
- Colors they choose for clothes, furniture, painting
- electronic items that they would buy
- household items that are compulsory
SOCIAL CLASS
(LAPISAN MASYARAKAT)
• Social classes are society’s relatively permanent
(tetap) and ordered (teratur) divisions whose
members share similar values, interests, and
behaviors.
• Measured by a combination of occupation,
income, education, wealth, and other variables.
(pekerjaan, pendapatan, pendidikan, kekayaan)
• Reference Groups: Groups that form a comparison or reference in forming attitudes or behavior
• Family is the most important consumer-buying organization in society. The groups, family, clubs, and organizations that a person belongs to define his/her social role and status.
SOCIAL
• Age and Life-cycle stage determines what
consumer buys at each stage of life
How different are people’s purchasing needs
and behaviors through each stage of life?
PERSONAL
• Occupation : affects the goods and services
bought by consumers.
• If you were a teacher, what kind of stationeries
would you buy more than anyone else?
• If you are a doctor, how would you want the
food that you buy to be different from the
others?
• If you are a body builder, what would you eat
more than anyone else?
Lifestyle is a person’s pattern of living as
expressed in his or her psychographics.- Party animal
- Healthy living
- Sports oriented
- Workoholic
- Glamour Kitten
• Self-Concept : an idea of the self constructed from the beliefs one holds about oneself and the responses of others.
"a self-concept is largely a reflection of the reactions of others towards the individual"
How you
see
yourself
• How you
would like
to see
yourself
• How you
would like
others to
see you
• How you
see others
see you
• Perception : how a person thinks of himself
and how he thinks other people sees him