Why is it important for companies to understand

Why is it important for companies to understand consumer motivation?

Consumer Decision Model MARKETING STRATEGY INDIVIDUAL DIFFERENCES 1. 2. 3. 4. 5. 6. Motivation Personality Information Processing & Perception Learning Process Knowledge Attitude DECISION PROCESS Problem Identification Information Search Alternative Evaluation Purchasing & Satisfaction IMPLICATION ENVIRONMENTAL FACTORS 1. Culture 2. Social-Economy 3. Family & Household 4. Reference Group 5. Situation

Demographics, Psychographics, and Personality

Karakteristik Demografi Ø Ø Ø Usia Agama Suku Bangsa WNI Keturunan Pendapatan Jenis Kelamin Status Pernikahan Jenis Keluarga Pekerjaan Lokasi Jenis Rumah Tangga Kelas Sosial Sumber: Sumarwan, hal. 198

Sample Geodemographic Clusters BLUE BLOOD ESTATES • 0. 8% of United States households • Predominant employment: Professional • Elite super-rich families • Key education level: College grads • Adult age range: 35 -44, 45 -54, 55 -64 Characteristics: America’s wealthiest suburbs are populated by established executives, professional, and heirs to “old money. ” These people are accustomed to privilege and live in luxury, often surrounded by servants. A tenth of this group are multimillionaires. The next level of affluence is a sharp drop from this pinnacle. Blue blood estate people belong to a country club, own mutual funds ($10, 000+), purchase a car phone, watch TV golf, and read business magazines.

continued MID-CITY MIX • 1. 3% of United States households • Predominant employment: Service, white-collar • African American Singles and families • Key educational level: High school, some college • Adult age range: 35 -54 Characteristics: These individuals and families are geographically centered in the Northeast and Great Lakes regions. They are above average ethnic diversity and a mix of white- and blue-collar employment. These rowhouse neighborhoods on the urban fringe are two-thirds black and have a high incidence of college enrollment. They go to pro basketball games, have veterans life insurance, eat canned hashes, listen to religious/gospel music, and read fashion/sports magazines.

continued GRAY COLLARS • 2. 1% of United States households • Adult age range: 55 -64, 65+ • Median household income: $31, 400 • Aging couples in inner suburbs Characteristics: For nearly two decades, we read about the decline of the Great Lakes industrial “Rust Belt, ” Decimated by foreign takeovers in the steel and automobile industries, the area lost a million jobs. Although most of the kids left, their highly skilled parents stayed and are now benefiting from a major U. S. industrial resurgence. They buy 1950’s nostalgia, own CDs, eat canned cooked hams, listen to radio football, and read health/fitness magazines.

continued YOUNG INFLUENTIALS • 1. 1% of United States households • Predominant employment: Professional, white-collar • Upwardly mobile singles and couples • Key education level: College grads • Adult age range: 24, 25 -34 Characteristics: This cluster is dubbed the “Young Urban Professional. ” Before getting married they were the educated, high-tech, metropolitan sophisticates, the “swingers” and childless live-in couples, whose double incomes bought the good life in Boomtown U. S. A. They are the last of the Yuppies. They go to college basketball games, have an American Express card, often drink imported beer, listen to progressive rock radio, and read style/fashion magazines.

continued SHOTGUNS AND PICKUPS • 1. 6% of United States households • Predominant employment: Blue-collar, farm • Rural blue-collar workers and families • Key education level: High school grade school • Adult age range: 35 -44, 45 -54 Characteristics: The least affluent of the “Country Families” clusters, members of this group are found in the Northeast, the Southeast, in the Great Lakes and Piedmont industrial regions. They lead the “Country Families” group in blue-collar jobs; the majority are married with schoolage children. They are church-goers who also enjoy bowling, hunting, sewing, and attending auto races, smoke pipe tobacco, have medical loss of income insurance, drink Canadian whisky, listen to country radio, and read hunting/car & truck magazines. Source: Courtesy of Claritas Inc. (PRIZM and 62 Cluster nicknames are registered trademarks of Claritas Inc. ). Reprinted by permission.

Segmen Anak Indonesia Sumber: Sumarwan hal. 201

Pendidikan Penduduk Berusia >15 tahun Sensus 2000 - 141, 2 juta Orang Sumarwan hal. 202

Jumlah Penduduk di Indonesia Sensus 2000 203, 456 juta orang

Personality Defined: Consistent responses to environmental stimuli (Blackwel) Personality is the set of unique psychological characteristics that consistently influences the way a person responds to situations in the environment (Solomon)

The Nature of Personality • Personality reflects individual differences • Personality is consistent and enduring • Personality can change

Personality’s Influence on Behavior Basic Motives P E R S O N A L I T Y Behavioral Tendencies Personality is expected to moderate the effect of motives on behavior

Basic Personality Theories Individual Trait Factor Psycho Analytical Social Influence Social Psychological

Theories of Personality • Freudian psychoanalytic theory – Unconscious needs or drives are at the heart of human motivation • Neo-Freudian socio-psychological theory – Social relationships are fundamental to the formation and development of personality • Trait theory – Quantitative approach to personality as a set of psychological traits

Freudian Psychoanalytic Theory ID Seeks Immediate Gratification EGO Controls the ID’s impulses to direct behavior in a socially accepted manner Super- Ego An internal representation of norms, rules and regulations

A Representation of the Interrelationships among the Id, Ego, and Superego ID System 1 EGO System 3 Gratification SUPEREG O System 2

Freudian Theory and “Product Personality” • Consumer researchers using Freud’s personality theory see consumer purchases as a reflection and extension of the consumer’s own personality

Personality Socio-Psychological Theory Recognizes interdependence of the individual and society-- individual strives to meet needs of society and society helps individual attain goals Social variables (rather than biological instinct) are most important in shaping personality

Horney’s Theory • Using the context of child-parent relationships, individuals can be classified into: – Compliant individuals – Aggressive individuals – Detached individuals

Compliant Personality The compliant person is one who moves toward others e. g. , one who desires to be loved, wanted, and appreciated by others.

Aggressive Personality The aggressive person is one who moves against others (e. g. , competes with others).

Detached Personality The detached person is one who moves away from others (e. g. , who desires independence, self -sufficiency, and freedom from obligations).

Trait Theory Orientation is primarily quantitative or empirical Trait theorists concerned with the construction of personality tests that enable them to pinpoint individual differences

Individual Personality Theories: Trait - Factors Enduring distinctions in one’s personality are called traits. Thus, differences between individuals can be viewed simply as their differences in traits. Emphasis is on individual, internal characteristics or traits and therefore presumes consistent differences among individuals on those traits that can be measured ---The situation is ignored.

ITA RINI Gender Usia Pekerjaan Status Wanita 26 Manajer Menikah Wanita 28 Manajer Menikah Majalah Kendaran Tabungan Credit card Kosmetik Sepatu Makan siang Musik Arloji Jeans Kartini Toyota Kijang Taplus BNI Tidak ada Sari Ayu Groupi Mc. D, Wendys Yuni Shara, Chrisye Seiko Levis, Tira Femina Baleno BCA, Bank Niaga Citibank Visa, Master Christian Dior Etienne Aigner Kafe Elton John Movado Calvin Klein, Guess Rhenal Kasali, hal. 224

Lifestyle Concepts Lifestyle: patterns in which people live and spend time and money Reflects their activities, interests, and opinions Since lifestyles change readily, marketers must keep research methods and marketing strategies current Lifestyles can affect which goods are sold and how positioned

Lifestyle Concepts Psychographics: an operational technique to measure lifestyles Can be used in qualitative and quantitative research methods Demographics focus more on who buys products; psychographics focus on why they buy AIO measures: activities, interests, and opinions

AIO Categories of Lifestyle Studies Activities Interests Opinions Work Hobbies Social Events Vacation Entertainment Community Shopping Sports Volunteering Family Home Job Community Recreation Fashion Food Media Achievements Social Issues Politics Themselves Business Economics Education Products Future Culture

A Portion of an AIO Inventory Used to Identify Techno-Road-Warriors Instructions: Please read each statement and place an “x” in the box that best indicates how strongly you “agree” or “disagree” with the statement. I feel that my life is moving faster and faster, sometimes just too fast. Agree Completely Disagree Completely [1] [2] [3] [4] [5] [6] [7] If I could consider the “pluses” and “minuses, ” technology has been good for me. [1] [2] [3] [4] [5] [6] [7] I find that I have to pull myself away from e-mail. [1] [2] [3] [4] [5] [6] [7] Given my lifestyle, I have more of a shortage of time than money. [1] [2] [3] [4] [5] [6] [7] I like the benefits of the Internet, but I often don’t have the time to take advantage of them. [1] [2] [3] [4] [5] [6] [7] I am generally open to considering new practices and new technology. [1] [2] [3] [4] [5] [6] [7]

A Hypothetical Psychographic Profile of the Techno-Road-Warrior • Goes on the Internet 6 -plus times a week • Sends and/or receives 15 or more e-mail messages a week • Regularly visits Web sites to gather information and/or to comparison shop • Often buys personal items via 800 numbers and/or over the Internet • May trade stocks and/or make travel reservations over the Internet • Earns $100, 000 or more a year • Belongs to several rewards programs (for example, frequent flyer programs, hotel programs, rent-a-car programs)

Selected Psychographic/Demographic Characteristics of the PC Magazine Subscriber DEMOGRAPHICS SEX (BASE 990) Men Women AGE Under 25 25 - 34 35 - 44 45 - 54 55 - 64 65 or older Mean age Percent 86 13 5 18 29 31 12 5 44. 1 PSYCHOGRAPHICS Percent USE A COMPUTER 100 At home 96 At work 89 On vacation/traveling 46 SELECTED USE OF COMPUTER Word Processing 96 Connect to Internet 86 E-mail 84 For work 80 Accounting/record keeping 75 Reference 68 Recreation/games 66

continued DEMOGRAPHICS EDUCATION Some college or less Graduate college Education beyond college graduate Percent 27 27 46 EMPLOYMENT STATUS Employed by someone else 68 Self-employed 21 Other 11 PSYCHOGRAPHICS Percent PORTABLE DEVICES USES WHEN TRAVELING ON BUSINESS Laptop/notebook computer 57 Cellular phone 47 Beeper or pager 30 Personal Digital Assistant/ electronic organizer 14

continued DEMOGRAPHICS Percent OCCUPATION/BUSINESS DEPT. Computer relatedprofessional 22 Senior or corporate management 16 Engineering-related professional 13 Administrative/ manufacturing, accounting, finance, purchasing, advertising, marketing, sales 26 Others 23 PSYCHOGRAPHICS Percent TRAVEL FOR BUSINESS/PLEASURE Business Travel 5 or more days per month 31 5 or more nights away from home per month 17 Pleasure/Vacation Travel 15 or more days per year 37 Mean number of days per year 15. 5 MEMBER OF FREQUENT FLYER PROGRAMS 90

continued DEMOGRAPHICS Percent INCOME Under $30, 000 7 $30, 000 - $49, 999 15 $50, 000 - $74, 999 24 $75, 000 - $99, 999 19 $100, 000 or more 24 Mean income $87, 700 PRIMARY RESIDENCE Own 74 Rent 18 Other 3 No answer 5 PSYCHOGRAPHICS Percent FINANCIAL SERVICES Currently own Mutual funds 48 Stocks 44 Bonds 24 Life insurance/annuities 44 Currently use Brokerage services 36 On-line investment services 16 Retirement/financial planning 41

continued RESPONSE OF SELECTED CONSUMER PSYCHOGRAPHIC SPORTS/ACTIVITES STATEMENTS Percent PLAYED/PARTICIPATED IN Research before choose brand of new product to buy Other people ask my opinion about which computer products to buy Usually buy products based on quality, not price Prefer products that are latest in new technology Among group I am one of first to try new product 41 41 26 26 19 PAST YEAR Percent Walking/running/jogging 63 Exercise/fitness/weight training 44 Bicycling 7 Swimming 37 Golf 27 Fishing 23 Boating/sailing 19 Skiing 19 Tennis 14

Continued HOBBIES/OTHER ACTIVITIES PARTICIPATED IN Percent Listen to music Reading Going to movies Surfing the Internet Games-videos on computer Gardening Going to theater Cooking Photography Collecting stamps/coins Sewing needlecraft 77 61 60 50 48 32 32 30 30 11 6 Source: 1997 Lifestyles Study, PC Magazine Subscriber Study, Ziff-Davis, Inc. , June 1997.

Values And Lifestyle System VALS 2™ captures consumers’ attitudes and values by measuring how strongly they agree or disagree with various phrases Classifications of self-orientations: Principle oriented: make purchases based on their principles not others’ Status oriented: heavily influenced by others’ beliefs, opinions, and views Action oriented: buy to affect environment and seek activity, variety, and risk

SRI Consulting’s Values and Lifestyle System (VALSTM) ACTUALIZERS High Resources Principle Oriented Status Oriented Action Oriented FULFILLEDS BELIEVERS ACHIEVERS EXPERIENCERS STRIVERS STRUGGLERS MAKERS Low Resources

VALSTM 2 Segments and Participation in Selected Sports

Size of Each VALSTM Segment as Percent of the United States Population VALSTM Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler SEGMENT PERCENT OF POPULATION 11. 7% 10. 5 17. 0 14. 7 11. 8 12. 9 12. 0 9. 5

8 Segmen Gaya Hidup Masyarakat Perkotaan di Indonesia PT Surindo Utama, 1995 Pleasure Seeker High Profile The Attention The Socialites Seekers 17% 11% Pleasure Seekers 20% The Pusher 6% Achievement The Anxious 6% The Affluent 15% The Loners 10% The Achievers 14% Low Profile Kasali, hal, 242

6 Kelompok Segmen Gaya Hidup Susianto, 1993 Ø Hura-hura Ø Hedonis Ø Rumahan Ø Sportif Ø Kebanyakan Ø Orang untuk Orang Lain

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