PENETAPAN KEBIJAKAN PERIKLANAN ATAS DASAR PERILAKU KONSUMEN (Studi Kasus : Produk Shampoo)

2018 ◽  
Vol 1 (01) ◽  
pp. 01
Author(s):  
Ismulyana Djan
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Advertising Effectiveness ◽  
Target Market

There are three things that should be into consideration in advertising certain product, ic,; the extent of similar products advertised at the same target market and media, cost of advertising, and difficulty in measuring advertising effectiveness. These three factors force management people to launch a market research concerning consumer behavior.Research carried out on 110 respondent asking them to mention: the brand of shampoo they used from ten different alternatives, seven usefulness of that product, and the kind of advertising media that is most often seen, heard, or read, shows that advertising shampoo product should pay attention to the: characteristic of the shampoo user, objective of advertising, target market to be achieved, advertising theme, press media used, and coordination with other marketing factors.That conclusion become the basic formulation on considering advertising policy of shampoo product that pay attention to consumer behavior.

A study on game consumer behavior

2021 ◽  
Vol 11 (9) ◽  
pp. 2323-2330 ◽  
Author(s):  
Phuong Nguyen ◽  
Luong Nguyen
Keyword(s):  
Consumer Behavior ◽  
Video Games ◽  
Customer Satisfaction ◽  
Video Game ◽  
Social Factors ◽  
Market Research ◽  
Factors Affecting ◽  
Game Industry ◽  
Theoretical Foundations ◽  
Analyze Data

In the world, the video game industry has really exploded until about 2000, and since then has achieved great strides, becoming one of the leading forms of the entertainment industry, at least in terms of revenue. The main purpose of this paper is to examine the consumer behavior in the case of video games with three objectives: identify the factors affecting customer satisfaction for video games; analyze these factors to understand how they affect consumer behavior and propose some recommendations to improve the customer satisfaction for video games. Data was collected from 205 Vietnamese gamers addressing the variables of individual, psychological, cultural, and social factors. Regression analysis found that all four factors positively affect consumer behavior, in terms of customer satisfaction, especially cultural factors. The findings of this research analyzed the theoretical foundations of the theory of behavior, based on which investigated the study of consumer behavior of video game services of players in Vietnam by market research, analyze data, thereby helping businesses understand the psychological response, consumer behavior of customers, and can devise appropriate strategies.

Traditional Market Research and Neuromarketing Research

2020 ◽  
pp. 146-167
Author(s):  
Sertac Eroglu ◽  
Nihan Tomris Kucun
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Marketing Research ◽  
New Horizons ◽  
Related Data ◽  
Advantages And Disadvantages ◽  
Marketing Relationship ◽  
Traditional Market ◽  
Traditional Marketing ◽  
And Behavior

Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.

Marketing Strategies for the Generation “C” Consumer Behavior

2015 ◽  
pp. 463-475
Author(s):  
Burcin Kaplan
Keyword(s):  
Consumer Behavior ◽  
Generation X ◽  
Generation Y ◽  
Marketing Strategies ◽  
Target Market ◽  
Silent Generation ◽  
Generation Z ◽  
Use Of Technology ◽  
The World ◽  
New Generation

Generations are mainly listed as the silent generation, Generation X, Generation Y, Generation Z, and lastly, Generation C. Among them, “Generation C” is the new target market of the strategists with their high use of technology and changing consumer behavior. Especially with the conveniences provided by the Internet, while the world is getting smaller and more global, it is foreseen that this generation, who tend to live mobile and who are active media users, will change the equilibrium in the future. In this chapter, generation C's consumer behavior and the marketing strategies developed for them are explored. As GSM sector is assumed to be one of the most important sectors of this generation, a good member of Turkish GSM market, Turkcell's, approach to this generation is surveyed in the frame of this new generation.

A Sweet Voice: The Influence of Cross-Modal Correspondences Between Taste and Vocal Pitch on Advertising Effectiveness

2019 ◽  
Vol 32 (4-5) ◽  
pp. 401-427 ◽  
Author(s):  
Kosuke Motoki ◽  
Toshiki Saito ◽  
Rui Nouchi ◽  
Ryuta Kawashima ◽  
Motoaki Sugiura
Keyword(s):  
Consumer Behavior ◽  
Rapid Growth ◽  
Sensory Information ◽  
Food Preferences ◽  
Advertising Effectiveness ◽  
Voice Pitch ◽  
Acoustic Parameters ◽  
Human Voice ◽  
Sweet Food

Abstract We have seen a rapid growth of interest in cross-modal correspondences between sound and taste over recent years. People consistently associate higher-pitched sounds with sweet/sour foods, while lower-pitched sounds tend to be associated with bitter foods. The human voice is key in broadcast advertising, and the role of voice in communication generally is partly characterized by acoustic parameters of pitch. However, it remains unknown whether voice pitch and taste interactively influence consumer behavior. Since consumers prefer congruent sensory information, it is plausible that voice pitch and taste interactively influence consumers’ responses to advertising stimuli. Based on the cross-modal correspondence phenomenon, this study aimed to elucidate the role played by voice pitch–taste correspondences in advertising effectiveness. Participants listened to voiceover advertisements (at a higher or lower pitch than the original narrator’s voice) for three food products with distinct tastes (sweet, sour, and bitter) and rated their buying intention (an indicator of advertising effectiveness). The results show that the participants were likely to exhibit greater buying intention toward both sweet and sour food when they listened to higher-pitched (vs lower-pitched) voiceover advertisements. The influence of a higher pitch on sweet and sour food preferences was observed in only two of the three studies: studies 1 and 2 for sour food, and studies 2 and 3 for sweet food. These findings emphasize the role that voice pitch–taste correspondence plays in preference formation, and advance the applicability of cross-modal correspondences to business.

Round two: repositioning the Tata Nano

2011 ◽  
Vol 1 (4) ◽  
pp. 1-12
Author(s):  
Sanjit Sengupta ◽  
Avadhanam Ramesh
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Developing Country ◽  
Undergraduate Students ◽  
Subject Area ◽  
Target Market ◽  
Target Price ◽  
Content Type ◽  
Consumer Behavior Analysis ◽  
The Uk

TitleRound two: repositioning the Tata Nano.Subject areaMarketing.Study level/applicabilityAdvanced undergraduate students, MBA students, and business executives interested in enhancing their knowledge and skills of consumer behavior analysis, and marketing strategy and execution in a developing country market.Case overviewTata Motors Chairman, Ratan Tata, noticed that Indian families with three and four family members often commuted on a two‐wheel scooter or motorbike. He had a vision to make a safe family transport for the Indian masses, a four‐wheel vehicle made from scooter parts. His engineers took about five years (2003‐2008) to develop the product. On January 10, 2008, Tata Motors publicly announced the Nano at the 9th Auto Expo in New Delhi at the target price of Rs 100,0000 ($2,500), unarguably the world's cheapest car. Deliveries of the Nano began in June 2009. The initial target market for the Tata Nano was comprised of individuals and families who relied on a two‐wheeler for transport. The value proposition was a safe, affordable, and attractive car. Initial reactions from industry analysts, dealers, and consumers were overwhelmingly positive.In February 2010, Carl‐Peter Forster (born in the UK and raised in Germany) was appointed Group CEO of Tata Motors. Monthly sales kept increasing until a high of 9,000 units in July 2010, then there were consistent declines for the next four months to just 509 units in November. In December 2010, ten months after being on the job, Carl‐Peter Foster had to turn around the sales performance of Tata Nano.Expected learning outcomesGet students to appreciate the importance of understanding consumer behavior in the design and execution of marketing strategy. Get students to understand the concept of value and how it is important at any price level, especially in comparing and contrasting consumer behavior across developed and developing country markets. Get students to understand how marketing strategy is designed (target market selection and positioning) and executed after understanding consumer behavior. Get students to understand how the marketing programs (marketing‐mix) reinforce product positioning.Supplementary materialsTeaching notes.

scholarly journals Faktor-faktor yang Memengaruhi Perilaku Konsumen dalam Bertransaksi di Media Sosial

2017 ◽  
Vol 1 (1) ◽  
pp. 95
Author(s):  
Irfan Aulia Syaiful ◽  
Anggit Verdaningrum Kumala Sari
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Data Collection ◽  
Qualitative Method ◽  
Target Market ◽  
Personal Factors ◽  
Data Collection Tool ◽  
Structured Interviews ◽  
Product Packaging ◽  
Language Selection

<p class="IABSTRAK"><strong>Abstract: </strong>This research is in the area of consumer behavior. Many of these factors can be confusing for company to map consumer behavior into its target market. Therefore, the purpose of this study was to determine the factors influencing consumer behavior transactions in social media. This research using qualitative method. Our subjects involved 5 consumers who make transactions in social media. Techniques of data collection is done by observation and structured interviews, while the data collection tool used as interview guides and recorder. Based on the results it was found that four of these factors influence consumer behavior in social media, in the cultural factors such as between consumers and sellers adjust to each other in the language selection, social factors such as testimonials, offer from a friend, how the seller described the product, personal factors such as convenience at shopping (even when in the bathroom), while psychological factors such as discounts, product packaging and delivery speed.</p><strong>Abstrak:</strong> Banyak faktor yang membingungkan perusahaan dalam memetakan perilaku konsumen yang menjadi targetnya. Penelitian ini berupaya menggambarkan faktor-faktor yang memengaruhi perilaku transaksi konsumen di media sosial. Metode yang digunakan adalah kualitatif yang melibatkan sebanyak 5 orang dengan karakter telah sering melakukan transaksi belanja lewat media sosial. Teknik pengambilan data dilakukan dengan observasi dan wawancara terstruktur. Hasil penelitian menunjuk­kan, ada tiga faktor yang me­me­ngaruhi perilaku konsumen di media sosial. <em>Pertama,</em> faktor budaya seperti antara kesesuaian bahasa antara konsumen dan penjual, faktor sosial seperti testimonial, tawaran dari teman, cara penjual mendeskripsikan produk. <em>Kedua,</em> faktor pribadi seperti kemudahan berbelanja. <em>Ketiga</em>, faktor psikologis seperti diskon, waktu pengiriman, dan pengemasan produk.

scholarly journals REVITALISATION OF SUMBA WOVEN INTO FASHION PRODUCT FOR URBAN PEOPLE AS A TARGET MARKET

2019 ◽  
Vol 3 (1) ◽  
pp. 61-76
Author(s):  
Yosepin Sri Ningsih
Keyword(s):  
Market Research ◽  
Qualitative Method ◽  
Research Approach ◽  
Target Market ◽  
Political Policy ◽  
Fashion Products ◽  
Living Things ◽  
Large Living ◽  
Urban People ◽  
Modern Form

One of the areas that has special strength in terms of textile craft is NTT (East Nusa Tenggara) province, which is known for its unique weaving. The peculiarities of NTT woven make several fields such as tourism and political policy subsequently have an influence on the existence of NTT woven. These influences include changes in the function of weaving from adati to economical products, which then have an impact on material changes and methods of using weaving. The material used today is more modern by using threads that can be purchased in the market from imports from other places, while the used of weaving in ritual way has now been cut into ready-made clothes with a more modern form that sometimes produced leftover materials. Departing from these conditions, researchers develop fashion products as revitalization of NTT woven in order to fulfill the consumer needs. The NTT woven that chosen in this case is Sumba woven, because the patterns found in Sumba woven have a higher level of complexity than other NTT woven such as large living forms that are different from woven from other islands with more geometric nuances. The shape and composition of the large patterns and forms associated with myths and living things have been an obstacle for designers in creating cloth from these materials.By using the descriptive qualitative method, minimalism pattern, which is popularized, by Rei Kawakubo and the market research approach then researchers create a fashion concept by optimizing the use of cloth. Hence, researchers can produce fashion product without leaving a weaving parts that has no potential to be processed into other products as well as answering the needs of the market whose has a high appreciation of the weaving process.

scholarly journals Research on the use of marketing instruments influence on consumer behavior on the example of BOMBA-TOUR LLC, Vinnytsia

2019 ◽  
pp. 26-28 ◽  
Author(s):  
Olha HROMOVA ◽  
Oleksandr KOZLOV
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Consumer Preferences ◽  
Low Cost ◽  
Huge Amount ◽  
Unstable Systems ◽  
Financial Condition ◽  
Market Trends ◽  
Conducting Research ◽  
Tourism Organization

The article explores the use of marketing tools to influence consumer behavior using the example of Bomba-Tour LLC in Vinnytsia. The characteristic of the tourist company Bomba-Tour LLC, Vinnitsa, is given. The elements of promoting a tourism organization are structured. The main marketing tools for promoting Bomba-Tour LLC on the Internet are indicated. Note that there is no methodology for assessing the effectiveness of marketing tools in the management of unstable systems, including the various phases of instability, dramatically reduces the importance of marketing as a way of influencing the financial condition of organizations, making it difficult to manage unstable systems in general and to achieve the effectiveness of their activities in particular. It can be stated that in recent years Internet marketing tools have emerged that can be evaluated in real time, as well as tools for conducting market research on consumer preferences and market trends. Assessing the use of marketing tools and analyzing their impact on the state of the organization can ensure the adoption of only those marketing decisions and the implementation of those marketing tools that will ultimately affect the effectiveness of managing unstable systems. There is a huge amount of information on various marketing tools resources, but its uniformity causes a number of problems that need to be solved: the mass use by companies of the same methods of influencing the target audience, respectively, leads consumers to be distracted from messages from one channel; the use of popular, but not effective, methods leads to companies' lack of profitability and dissatisfaction with communications results. In view of the above issues, there is a need conducting research to identify low-cost but effective tools communication. The conclusions of the study are formulated.

scholarly journals Demographic and Psychological Determinants of Consumerism and Purchase Intention in the Middle East Markets

2021 ◽  
pp. 1-20
Author(s):  
Fadye Saud Alfayad ◽  
Keyword(s):  
Latent Variables ◽  
Purchase Intention ◽  
Structural Equation ◽  
Market Research ◽  
Demographic Data ◽  
Cost Effective ◽  
Target Market ◽  
Psychological Determinants ◽  
Developing Markets ◽  
Research Function

This study explores the way in which the market research function can facilitate entry into developing markets by analysing the demographic, and psychological parameters of the Arab consumers in the gulf countries. After collecting data from real participants (n=601), partial least squares approach to structural equation modelling (PLS-SEM) was used to analyse the latent variables and their indicators. The results indicate that developing markets benefit from in-depth market research functions to flesh out the plan for a product, service or brand. This research function should utilize demographic data to segment the target market into more manageable sections. The psychological determinants which defined the marketing strategies developed ensured that the results were more cost-effective. Although consumer’s psychologicallybased behaviour and their demographic variables affect performance in emerging markets, behavioural intention to buy brands in the countries of the Gulf Cooperation Council has the greatest effect. Therefore, affinity marketing with luxurious products would be lucrative if it served such customers.

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