Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Perilaku Konsumen Semester Ganjil 2010/2011 Program S1 Referensi Kelompok & Keluarga 10-1 • Setiap manusia cenderung akan selalu berinteraksi dengan orang lain kelompok/family • Bagaimana kelompok dan anggota kelompok mempengaruhi proses pengambilan keputusan pembelian • Bagaimana kegiatan belanjanya • Bagaimana pola konsumsi aktualnya 10-2 What is a Group? • Two or more people who interact to accomplish either individual or mutual goals • A membership group is one to which a person either belongs or would qualify for membership (Keanggotaan dalam kelompok basket) 10-3 What is a Group? • A symbolic group is one in which an individual is not likely to receive membership despite acting like a member (seseorang pemain tenis amatir memakai barang-barang yang dipergunakan oleh pemain tenis profesional) 10-4 Reference Group 10-5 A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior. Broad Categories of Reference Groups • Normative Reference Groups penting dalam pembentukkan nilai-nilai yang dianut kelompok/klg • Misal : makanan yang sehat bagi keluarga 10-6 Broad Categories of Reference Groups • Comparative Reference Groups bersifat benchmarking • Misal : tetangga meniru tetangga lain untuk mengkonsumsi suatu produk 10-7 Perkembangan Reference Groups • Dulu : kelompok referensi dimaknai sebagai suatu kelompok yang berhubungan langsung (direct): keluarga, teman dekat • Sekarang : kelompok referensi juga terkait dengan interaksi yang tidak bersifat langsung (indirect) tidak bersifat face to face : bintang film, orang-orang yang berpenampilan baik/elegant 10-8 Indirect Reference Groups 10-9 Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities. Major Consumer Reference Groups 10-10 • Marketer (terutama market leader) memahami bahwa kelompok referensi mempunyai kemampuan untuk merubah perilaku konsumen dengan cara encouraging conformity consumer conformity 10-11 Factors Encouraging Conformity: A Reference Group Must ... • Inform or make the individual aware of a specific product or brand • Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group • Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group • Legitimize the decision to use the same products as the group 10-12 Selected Consumer-Related Reference Groups • • • • • 10-13 Friendship groups Shopping groups Work groups Virtual groups or communities Consumer-action groups Kelompok referensi • Friendship groups : o Informal groups o Individu cenderung menjaga pertemanan ini, berdiskusi, dll o Opini dan saran dari teman dalam memilih produk/brand 10-14 • Shopping groups : o Purchase pals primary social motives, mengurangi resiko pembelian produk yang penting o Consumer gatherings : Tupperware Kelompok referensi • Work groups : • Virtual groups/communities o Formal work groups o Internet communities: o Informal friendship chat room (on line) groups (pernah bekerja o Marketer : niche market bersama) particular interest o Consumer : sharing experience dengan yang lain 10-15 Consumer-action groups • Adalah sebuah kelompok konsumen yang bersifat consumerist movement o Memperjuangkan hak-hak konsumen o Membantu konsumen dalam pembelian yang baik dan benar o Membantu konsumen dalam mengkonsumsi produk/service yang sehat dan dengan caracara yang sehat, dll 10-16 Celebrity & other reference groups appeals • Adalah sangat efektif oleh marketer untuk berkomunikasi dengan pasar • Celebrity akan menguatkan pembelian akan suatu produk, mempergunakan produk, dll • Konsumen cenderung untuk mengidentifikasikan dirinya sesuai dengan celebrity yang disukainya 10-17 Reference Group Appeals Ann Taylor uses a Celebrity Appeal: Christy Turlington 10-18 • • • • Celebrities The expert The “common man” The executive and employee spokesperson • Trade or spokes-characters • Other reference group appeals Types of Celebrity Appeals TYPE DEFINITION EXAMPLE Testimonial Based on personal usage, a celebrity attests to the quality of the product or service Pat Riley for 1-Day Accuvue® disposable contact lenses Endorsement Celebrity lends his name and appears on behalf of a product or service with which he/she may not be an expert Senior pro golfer Larry Laoretti for TE-AMO cigars Actor Celebrity presents a product or service as part of a character endorsement Jason Alexader for Rold Gold pretzels Spokesperson Celebrity represents the brand or company over an extended period of time Lee Trevino for Motorola telecommunications products 10-19 Customers Providing Testimonials 10-20 Family (keluarga) • Tidak terlalu mudah bicara tentang konsep keluarga (berbagai komposisi dan struktur) • Tradisional : dua orang atau lebih karena sedarah, karena perkawinan atau adopsi • Sekarang : dapat pula keluarga dikarenakan sebagai keanggotaan dalam kelompok sosial yang hidup bersama dan berinterkasi dalam rangka memenuhi kebutuhan bersama 10-21 Households Family Households: Married couple, Nuclear family, Extended family Households Non-Family Households: Unmarried couples, Friends/ Roommates, Boarders 10-22 The changing family/household • • • • Perubahan secara demographis Working & nonworking wives Perubahan dalam typical family/household Gen Xers (born 1965 -1978), Baby Boomers (1946-1964), Pre Boomers(19381945), etc • Pola konsumsi keluarga 10-23 The Typical Household? • Canada: Nuclear family • Thailand: Extended family • USA: Not married, no children 10-24 Studi consumer socialization of children : adalah studi bagaimana anak mengembangkan ketrampilan mengkonsumsi • Anak-anak belajar nilai-nilai dasar dari orangtuanya prinsip-prinsip moral & perilaku, ketrampilan interpersonal, cara standard berpakaian dan berperilaku, dll (melalui observasi & experience) • Marketer membutuhkan orangtua untuk meneruskan nilai-nilai tsb 10-25 • Studi adult consumer socialization : Proses sosialisasi tidak berhenti hanya pada masa anak-anak saja, proses sosialisasi akan terus berlangsung sepanjang hidup seseorang. Misal : ketika seseorang baru saja menikah maka akan terjadi proses sosialisasi yang bersifat adjusting terhadap pasangannya 10-26 Studi Intergenerational socialization : • sejumlah produk dan brand dipakai oleh dari satu generasi ke generasi berikutnya • Ada kecenderungan generasi berikutnya takut memakai produk/brand berbeda dari generasi sebelumnya 10-27 Consumer Socialization 10-28 The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers. A Simple Model of the Socialization Process Young Person Other Family Members Friends Influence More Basic Values/Behavior Influence More Expressive Attitudes/Behavior • Moral/religious principles • Interpersonal skills • Dress/grooming standards • Manners and speech • Educational motivation • Occupational career goals • Consumer behavior norms Preadolescent 10-29 • Style • Fashion • Fads • “In/Out” • Acceptable consumer behavior Adolescent Teens Older Other Functions of the Family • Economic well-being • Emotional support • Suitable family lifestyles 10-30 Eight Roles in the Family Decision-Making Process ROLE Influencers DESCRIPTION Family member(s) who provide information to other members about a product or service Gatekeepers Family member(s) who control the flow of information about a product or service into the family Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Buyers Family member(s) who make the actual purchase of a particular product or service Preparers Family member(s) who transform the product into a form suitable for consumption by other family members Users Family member(s) who use or consume a particular product or service Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction. Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service 10-31 Dynamics of Husband-Wife Decision Making • Husband-Dominated • Wife-Dominated • Joint – Equal – Syncratic • Autonomic – Solitary – Unilateral 10-32 The Family Life Cycle • Traditional Family Life Cycle – – – – – Stage I: Bachelorhood Stage II: Honeymooners Stage III: Parenthood Stage IV: Postparenthood Stage V: Dissolution • Modifications - the Nontraditional FLC 10-33 An Extended Family Life Cycle Middle-Aged Divorced without Children Young Divorced without Children Young Single* Young Married without Children* Middle-Aged Married without Children Young Married with Children* Young Divorced with Children* 10-34 MiddleAged Married with Children* MiddleAged Married without Dependent Children* MiddleAged Divorced with Children MiddleAged Divorced without Children Older Married* Older Unmarried* Usual Flow Recycled Flow * Traditional Family Flow Noteworthy Nontraditional FLC Stages Alternative FLC Stages Family Households Childless couples Definition/Commentary Couples who marry later in life (in their late 30s or later) More career-oriented men and women and greater occurrence of couples living together. Likely to have fewer or even no children. It is increasingly acceptable for married couples to elect not to have children. Contributing forces are more career-oriented married women and delayed marriages. Couples who have first child Likely to have fewer children. Stress quality later in life (in their late 30s lifestyle: “Only the best is good enough” or later) 10-35 continued Alternative FLC Stages Family Households Single parents I Definition/Commentary Single parents II Young man or woman who has one or more children out of wedlock. Single parents III A single person who adopts one or more children. Extended family Young single-adult children who return home to avoid the expenses of living alone while establishing their careers. Divorced daughter or son and grandchild(ren) return home to parents. Frail elderly parents who move in with children. Newlyweds living with in-laws. 10-36 High divorce rates (about 50%) contribute to a portion of single-parent households continued Alternative FLC Stages Nonfamily Households Unmarried couples Definition/Commentary Divorced persons (no children) High divorce rate contributes to dissolution of households before children are born. Single persons (most are young) Primarily a result of delaying first marriage; also, men and women who never marry. Widowed persons (most are elderly) Longer life expectancy, especially for women; means more over-75 single-person households. 10-37 Increased acceptance of heterosexual and homosexual couples.