DIAGRAM ‘PROSES KEBUTUHAN – KEPUASAN KONSUMEN’

Jajat Kristanto

Abstract


Many authors of marketing textbooks explain concepts of need, want, demand, customer value, customer value migration, buyer or buying decision process, and customer satisfaction. However, and to my best knowledge, none of them describe the concepts in an integrated diagram. This paper tries to answer the challenge by offering an integrated diagram namely ‘Consumer Need – Satisfaction Process’ which explain the process starting from need recognition by consumers, become want and then demand for certain product category; the roles of marketers in persuading consumers to buy their products in order to satisfy their need; and, the satisfaction/dissatisfaction process experienced by consumers and its impact on others who demand the same product category. The paper also explains about value migration and how marketers must do in facing it


Full Text:

PDF

References


Blackwell, R.D., Miniard, P.W., & Engel, J.F., 2001, Consumer Behavior, USA: Hartcourt, Inc.

Boone, L.G. & Kurtz, D.L., 2005, Contemporary Marketing 2005, USA: South-Western

Craven, D.W. & Piercy, N.F., 2006, Strategic Marketing, New York: McGraw-Hill/Irwin, International Edition.

Hanna, N. & Wozniak, R., 2001, Consumer Behavior: An Applied Approach, New Jersey: Prentice-Hall, Inc.

Kotler, P. & Armstrong, G., 2004, Principles of Marketing, New Jersey: Pearson Education, Inc.

-----------------, 2016, Principles of Marketing, Global Edition, USA: Pearson Education, Inc.

Kotler, P. & Keller, K.L., 2006, Marketing Management, New Jersey: Pearson Education, Inc.

Peter, J.P. & Olson, J.C., 1999, Consumer Behavior and Marketing Strategy, Singapore: McGraw-Hill Book Co.

Schiffman, L.G. & Kanuk, L.L., 2010, Consumer Behavior, New Jersey: Pearson Education, Inc.

Stanton, W.J., 1994, Fundamentals of Marketing, New York: McGraw-Hill Companies, Inc.

Woodruff, R. & Gardial, S.F., 2000, Latest Approaches To Understanding Customer Values & Satisfaction, New Delhi: Infinity Books




DOI: http://dx.doi.org/10.33021/firm.v1i1.47

Refbacks

  • There are currently no refbacks.


Articles in FIRM: Journal of Management Studieshave been indexed in major research databases, including:

 Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.