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Week 4 - Retail Consumer Behaviour & Market Segmentation

perilaku konsumen dan segmentasi pasar

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Fitriyani Alam
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23 views14 pages

Week 4 - Retail Consumer Behaviour & Market Segmentation

perilaku konsumen dan segmentasi pasar

Uploaded by

Fitriyani Alam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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CONSUMER & SHOPPER

MARKETING
Mirandha Ariesca Riana, S.E., M.M
[email protected]
Retail Consumer Behaviour &
Market Segmentation

Learning Objectives
 To ­evaluate explanations for consumer motives for shopping
 To apply consumer behaviour theory to retailing
 To evaluate market segmentation theory and techniques
 To demonstrate how market research enables retailers to understand consumer
behaviour
 To explain how consumer behaviour impacts upon retail marketing decisions

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Satisfying Consumers
Consumer Roles
initiator: begins the purchase decision-
1 making process

influencer: persuades others to make a


2 certain product or service choice

Blackwell et 3
decider: has the power or money to select
al. (2000) a product or service

4 buyer: makes the retail transaction

user: the person who uses or consumes


5 the product or service.

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Consumer Motivation & Needs
The Consumer Decision
Process Model
The CDP model presumes a negative
situation at the outset of the buying
Holbrook and process: in contrast to this, experiential
consumer behaviour views purchasing as
more of an enjoyable experience, based
on hedonistic, emotional values rather
Hirschman than rational thinking. Instead of
viewing the consumer in a problem-
solving scenario, experiential CB takes
into account the holistic shopping
experience, relating to the enjoyment of
the purchasing process and the
surroundings in which it occurs
(Holbrook and Hirschman, 1982).
Influences on Consumer
Purchasing Behaviour
The Diffusion of Innovation Theory

Opinion Early
Leaders Adopters
Laggards

those who influence others to influential at more of a local those who take a very long
purchase through WoM level, buying innovations when time to adopt innovations, if at
recommendations or more tacit they are still relatively new, all, with a tendency to be in
behaviour. Opinion leaders often under the influence of older age brackets and lower-
actively seek out new innovators. The ‘early majority’ income groups than people in
innovations and are willing to adopt innovations a little later
the previous categories. This
go out of their way and spend than early adopters, but before
can therefore restrict their
more than most to acquire the late majority, who wait
ability to invest in new
them. Influential opinion until new products or services
leaders include journalists and are widely socially accepted products.
bloggers before investing in them
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Consumer Loyalty

Retail customers can be segmented by behavioural characteristics, especially in


their level of usage of a product or brand. Consumers can be loyal to certain retail
brands because they relate closely to a brand’s values,

 hard-core loyals have undivided loyalty to one brand


 soft-core loyals are loyal to two or three competing brands
 shifting loyals are loyal to one brand for a time before moving their loyalty to
another brand
 switchers do not show loyalty to any particular brand and can often be tempted
to switch by promotions and discounts.

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Consumer Misbehavior
demographic geographic

Behavioral
psychographic
segmentation

Retail Market Segmentation


Consumer Profile

Details of the lifestyle of a retailer’s typical ‘target customer’ can be compiled to


provide a customer profile of the people at whom the retailer’s products or services
are aimed. The customer profile could cover a range of different target customers or
be narrowed down to a description of a single individual. Customer profiles can be
either written or visual, typically containing descriptions or a collage of target
customers’ choices of accommodation, workplace, holiday destinations, media
preferences and leisure pursuits etc., often incorporating both psychographic and
demographic factors.

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Thank You!
Any Questions?

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