Week 5 Consumer Behavior. Random Questions What is a segment? Why we need to make segment and targeting some of it? Name at least 2 basis of demographic.

Presentasi berjudul: "Week 5 Consumer Behavior. Random Questions What is a segment? Why we need to make segment and targeting some of it? Name at least 2 basis of demographic."— Transcript presentasi:

1 Week 5 Consumer Behavior

2 Random Questions What is a segment? Why we need to make segment and targeting some of it? Name at least 2 basis of demographic segmentation! The credit card often categorized based on its…… (Platinum, Gold, Silver, etc.) How should we pick a segment to be targeted?

3 Start from today until mid term exam, we will discuss about the INTERNAL FACTORS affecting consumer behavior

4 Alkisah, ada 2 orang gadis bersaudara yang hidup bersama orang tua mereka. Terkena penyakit, ayah mereka meninggal. Pada waktu pemakaman, ada seseorang pemuda misterius yang sangat tampan datang di acara tersebut. Ia mengenakan setelan jas hitam yang terlihat sangat mahal. Beberapa bodyguard mengawalnya. Pemuda itu hanya diam mematung sampai acara berakhir dan kemudian menghilang dengan mobil limousine hitamnya. Tidak satupun dari 2 gadis bersaudara maupun Ibu mereka yang mengenal siapa pria itu sebenarnya.

5 Beberapa waktu kemudian, Ibu kedua gadis itu mendadak meninggal dunia. Anehnya, si pria misterius kembali hadir pada acara pemakaman sang Ibu kedua gadis tersebut. Lagi-lagi si pemuda datang dan pergi tanpa kejelasan… Takdir memang tidak bisa ditebak. Sebulan kemudian, sang kakak-lah yang meninggal dunia. Semua orang merasa sangat iba pada si adik yang kini sebatang kara…. Sherlock Holmes, tetangga mereka, merasa kejadian ini janggal dan memutuskan untuk membantunya. Menurutmu, apa yang sebenarnya terjadi?.....

6 INTERNAL FACTORS PersonalityMotivationPerception Learning Attitude Formation & Change

7 Model of the Motivation Process Figure 4.2

8 Blogger’s Motivation 8 ConstructItems Blogging for self- expressing I use my blog to free my mind when I am moody. I express myself by writing in my blog. My blog is the place where I express what I feel. Blogging for life documenting I use my blog as my diary to document my life. By writing text and posting video/audio files, I keep a record of my life. Blogging for commenting I’m willing to comment on what other bloggers say. I’d like to respond to other blogs that I read (no matter if I know of the blogger or not). I’d like to receive people’s comments on what I post on my blog. Blogging for forum participating Blogging helps me to make more like-minded friends. In my blogroll I have friends with whom I can share things. By blogging I interact with a set of blogs that have contents similar to what I put in my blog. Blogging for information seeking Blogging helps me extract information behind events that interest me. Blogging helps me explore more information about products and/or services. To me it is convenient to search for information by blogging.

9 The Dynamics of Motivation Needs are never fully satisfied New needs emerge as old needs are satisfied People who achieve their goals set new and higher goals for themselves

10 Rational versus Emotional Motives Rationality implies that consumers select goals based on totally objective criteria, such as size, weight, price, or miles per gallon Emotional motives imply the selection of goals according to personal or subjective criteria

11 Arousal of Motives Physiological arousal Emotional arousal Cognitive arousal Environmental arousal

12 How this ads arouse motives?

13 Types and Systems of Needs Henry Murray’s 28 psychogenic needs Abraham Maslow’s hierarchy of needs A trio of needs

14 Maslow’s Hierarchy of Needs

15 What factors of Maslow Hierarchy of Needs is used?

16 Converse All Star Ads

17

18 BMW Ads for Used BMW cars

19 Trio of Needs Power – individual’s desire to control environment Affiliation – need for friendship, acceptance, and belonging Achievement – need for personal accomplishment – closely related to egoistic and self-actualization needs

20 LG G2 ads

21 TASK Find an ads from the internet, magazine, or any ads you see randomly. Search the motive arousal method and what needs is targeted! Work in group of 2-3 people, hand-written.