Decision Roles on Consumer Market

Pasar konsumen dibagi kedalam empat segmentasi, yakni segmentasi geografis, segmentasi demografis, segmentasi psikografis, dan segmentasi kebiasaan (behavioural). 
Kali ini saya hanya akan membahas salah satu bagian dari segmentasi kebiasaan (behavioural) yakni decision roles.

Decision Roles: 

Beberapa individu dapat melakukan interaksi yang mempengaruhi keputusan membeli produk, pada umumnya peran tersebut biasa dibagi sebagai berikut:

Initiator

Orang yang pertama kali menunjukkan minat atau berpikir untuk membeli produk atau jasa tertentu.

Setelah antri berjam-jam dalam peluncuran produk Apple terbaru, Alexei Shumilov berhasil menjadi pembeli pertama produk Apple iPad 2 di Apple Store 5th Avenue, New York

Influencer

Orang yang pendapat, saran, dan hal yang dilakukannya dapat mempengaruhi keputusan orang lain untuk membeli suatu produk. 

Adidas memfasilitasi sponsor produk bagi banyak atlet terkenal dunia, seperti Ricardo Kaka, Iker Casillas, Novak Djokovic untuk menggunakan produknya dalam berbagai event. Dengan demikian, konsumen akan tertarik untuk membeli dan menggunakan produk yang juga digunakan oleh atlet idola mereka sehingga memberikan tambahan emotional satisfaction bagi konsumen.

Andy Pargh "The Gadget Guru", adalah penulis buku best seller tentang berbagai gadget dan peralatan elektronik lainnya, sering memberi review tentang gadget terbaru di websitenya, sehingga mempengaruhi konsumen untuk memilih gadget yang ingin dibeli.

Paula Begoun dikenal secara global sebagai seorang cosmetic reviewser. Dalam website yang dimilikinya, yakni Paula's Choice, Paula selalu memberikan review yang sangat terbuka akan suatu produk. Meskipun Paula telah memiliki brand kosmetik tersendiri, ini tidak membuat Paula menjadi subjektif dalam memberikan review terhadap produk dari perusahaan lain. Ini menjadikan Paula sebagai trusted reviewer sekaligus influencer dalam bidang kosmetika.

Decider

Individu dengan kekuatan atau otoritas keuangan untuk menentukan produk mana yang akan dibeli. 

Dalam keluarga, suami biasanya akan memberitahu istrinya untuk membelikan produk yang ingin mereka beli. Misalnya suami meminta istri untuk membelikan alat tulis dan buku pelajaran untuk keperluan sekolah anak mereka.

Buyer

Orang yang melakukan transaksi pembelian produk, buyer belum tentu orang yang menentukan produk yang akan dibeli.

Mengambil contoh decider sebelumnya, istri akan membelikan alat tulis dan buku pelajaran untuk anak mereka, seperti yang telah diminta oleh suaminya.

User

Orang yang menggunakan produk yang telah dibeli.

Masih meneruskan kedua contoh dari decider dan buyer diatas, setelah ibu selesai melakukan transaksi, selanjutnya alat tulis dan buku pelajaran tersebut akan diberikan pada sang anak, untuk digunakan.

Demikianlah penjelasan singkat tentang decision roles dalam segmentasi kebiasaan (behavioural) pada pasar konsumen. Semoga postingan ini dapat bermanfaat bagi pembacanya. Thank you for reading this entry!

Type A Lot Monday

So, it has been a long time ago since I posted some entries here, truth be told I'm close to the part where I'm starting to forget the fact that I DO own a blog (2 blogs actually), which is quite a shame because according to this entry, I realized that I'm such a passive blogger, so I made a written promise to myself that I have to be more active on blogging stuff, and as always, I broke that promise. One of my lecturer has asked us to have an individual blog so we could post every tasks on it, the other lecturers have also asked us to email them our tasks instead of collecting it in printed form. Love the "going-paperless" idea, for me it's much better and easier to be applied, since most of us still don't know how to recycle used paper.

On another note, I can't believe it's March already! Time really goes fast when we don't even realize about it all. Flashing back some memories from last year, I notice that 2012 wasn't really a best year for me. I wasn't that productive last year, I didn't join a lot of competitions or any other activities as much as I did back when I was a 10-11 grader. National examination indeed was one of the reason why I wasn't able to join more competitions and engaged to a bunch of activities like I used to. Months of hectic pre-University preparation could also be counted as another reason. Yes, I am a university student now. I got into Telkom Institute of Management (IM Telkom), not to be confused with Telkom Institute of Technology (IT Telkom, previously called STT Telkom) which I'm taking ICT Business Management (Manajemen Bisnis Telekomunikasi dan Informatika) as my major. Having to pursue a higher academic level is forcing me to step out of my comfortable zone, I've to move to another city and started to live alone faraway from my family, which is way tougher than I thought It was. It wasn't easy at first, truth be told it is still not easy for me though I've been living here for about 6 months, but I'm trying my best not to let this become such a burden and barrier for me to pursue my bachelor degree here.

Back to the topic, I'm glad I was able to finally compete on my very first 2012 competition last November. It was an English competition for newbies in our campus, which was held by our university's English club (SEF IM Telkom). I was joining debate competition with one of my classmate, Another classmate of mine was also joining the competition, but she was competing in story telling. We came up as 2nd runner-up on both competitions. I personally think that it was not bad, considering that was the first time I compete in British parliamentary system debate, which I, myself believe that BP is way more stressful because there are only two speakers, and 15 minutes of case building time, completely different compared to 3-speakers-in-one-team debating system like Asian or Australs. For this year, I was really lucky to be chosen as one of IMT's debating team for 2013 ALSA E-Challenge Unpad which I promise to tell you more about this event later on my upcoming entries... (yes, this is how I'm tricking myself to post more entry on this blog, hopefully it works this time.)

Con cariño,
M


SoTD: Sara Bareilles - Love Song