Jurnal Customer Behavior (Perilaku Konsumen)

Rabu, 09 Mei 2012

Consumer attitudes and perceptions concerning active adult communities: an exploratory study

by : Donald Bernstein

Published by: Journal of Management and Marketing Research (Volume Eight - September, 2011)

ABSTRACT
This paper presents a preliminary study which is utilized to develop a series of propositions regarding the attitudes and perceptions of mature adult consumers pertaining to age-qualified active adult communities. The exploratory study was conducted among 200 heads of household, 50 years of age or older; residing in the potential draw area for a concept Active Adult Community. The areas of proposition development include:
1) Target buyer characteristics and information sources,
2) Community design preferences/amenities,
3) Location preferences,
4) Specific product features desired, and
5) Influence of differing factors on relative purchase interest of duplexes vs. singlefamily homes.
These propositions are presented for further hypothesis development and empirical testing.
Keywords: Active adult communities, planned communities, mature adult housing.

INTRODUCTION
As the population ages, “the single most important demographic trend in the
United States is the changing age structure of the population…The post-World War II
baby boom produced 78 million baby boomers, born between 1946 and 1964” (Kotler &
Armstrong, 2010, p.70). In a study conducted by the MetLife Mature Market Institute
and the National Association of Home Builders, it is projected that the population of
Americans 55+ will increase to 26% of the U.S. population by 2014 from 23% of the
population in 2007 (MetLife, 2009, p.4). In terms of housing, the demographic trend of
an aging society should drive demand for active adult housing in the context of agequalified
communities.
Many expect “the active adult retirement community (AARC) business to account
for between 20 and 30 percent of all housing by the year 2020” (Becker, 2001, p.299).
Active adult communities are an “antidote to negative stereotypes of older age as a period
of decline in physical and social competencies” (McHugh & Larson-Keagy, 2005, p.252).
However, “marketers must be careful to guard against stereotypes when using age
and lifecycle segmentation” (Kotler & Armstrong, 2010, p.194). “The simple fact that
the baby boomers are aging does not guarantee that they will behave in the same way as
previous generations…Research also suggests that the market for retirement housing and
long-term care is heterogeneous” (Gibler, Lumpkin & Moschis, 1997, p.119), not all
aging adults will seek the same type of living arrangements... . . (baca_selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).

e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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Selasa, 27 Maret 2012

Aplikasi Teori Perilaku yang Direncanakan untuk Memprediksi Niat Beli Konsumen: Studi Empiris pada Produk Hijau

oleh : Rika & Sabrina Oktoria Sihombing

(Publikasi pada : Proceeding Seminar Nasional Akuntansi - Bisnis (SNAB) 2012, 27 Maret 2012, ISSN : 2252-3936)

ABSTRACT
Environmentally friendly behavior among consumers has increased. This condition prompted many companies to implement green marketing strategies. A broad market opportunity makes many companies become more frequent dealt with marketing strategies rather consumer behavior. Without in-depth understanding of consumer behavior for this product category, it is difficult to devise effective marketing strategies. The importance of understanding consumer behavior can be studied through Theory of Planned Behavior (TPB). The purpose of this study was using the Theory of Planned Behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of green personal care products, this study aims to consider further the moderating effect of perceived behavioral control on the attitude-intention relationship. This study replicates previous research model developed by Kim and Chung (2011).
Data was collected by distributing questionnaires to the respondents by applying purposive sampling technique. Respondents in this study were females at ages 18 years or older ever use The Body Shop body lotion. The data then were analyzed using Multiple Regression analysis and Hierarchical Multiple Regression Analysis to draw conclusions.
This study also provides theoretical and practical implications as well as suggestions for further research.
Key words: consumer behaviour, theory of planned behavior, attitude, purchase intention, hierarchical multiple regression analysis, and green product

Pendahuluan
Kesadaran konsumen Indonesia terhadap lingkungan semakin meningkat. Hal tersebut terlihat dari hasil survei yang dilakukan oleh Catalyze Communications (2010). Catalyze Communications merupakan lembaga konsultasi bisnis di Indonesia dan Asia Pasifik yang berorientasi pada lingkungan. Hasil survei dari Catalyze Communications menyatakan bahwa konsumen Indonesia kini mulai mempertimbangkan dampak produk yang mereka beli dan tanggung jawab produsen terhadap lingkungan.
Meningkatnya perilaku konsumen terhadap lingkungan mendorong banyak perusahaan menerapkan strategi pemasaran hijau (Catalyze Communications, 2011). Pemasaran hijau merupakan upaya-upaya strategis yang dilakukan oleh perusahaan untuk menyediakan barang dan jasa yang ramah lingkungan kepada konsumen targetnya (Grewal dan Levy, 2010). Konsep ini kini sudah menjadi tuntutan bisnis di masa sekarang. Banyak perusahaan di Indonesia yang menerapkan konsep pemasaran hijau dalam proses bisnisnya. Implementasinya, bisa dalam bentuk produk yang ramah lingkungan, penggunaan teknologi ramah lingkungan, maupun dalam proses produksi yang ramah lingkungan. Tingkat persaingan perusahaan dengan konsep pemasaran hijau pun semakin tinggi. Melihat kesempatan dan pasar yang semakin luas membuat para produsen semakin gencar mengembangkan strategi pemasaran. Padahal, tanpa pemahaman yang mendalam mengenai perilaku konsumen, akan . . . .. . . . . (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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Selasa, 13 Maret 2012

The Effect of Customer Satisfaction on Behavioral Intentions

A Study on Consumer Behavior of Car Insurance Consumers in Melbourne, Australia
Oleh : Wahyuningsih & Djayani Nurdin
(Publikasi pada : Integritas - Jurnal Manajemen Bisnis, Vol. 3 No. 1. April - Juli 2010)

Abstract
It has often been argued that customer satisfaction can contribute significantly to a company’s success in a variety of ways. This research aims to investigate the effect of customer satisfaction on behavioural intentions. Two determinants of behavioral intentions examined in this study namely repurchase intentions and positive word-of-mouth communication. The model has been tested using surveyed data from 546 car insurance consumers in Melbourne, Australia. The empirical results of this study show that the higher the level of satisfaction, the higher the consumer’s intentions to repurchase and inform positive information about the purchased product and company to other people. This means that the more satisfied the consumers the more likely they are to repurchase car insurance from the same company and more likely to do positive word-of-mouth communication. Thus, behavioral intentions expressed by consumers depend on their levels of satisfaction. Hence, the company might maintain their existing customers and attract new consumers to achieve better financial performance.
Discussion and managerial implications are provided based on research results.

Keywords: customer satisfaction, behavioral intentions, repurchase intentions, word of
mouth communication

Abstrak
Banyak kalangan berargumen bahwa kepuasan pelanggan dapat memberikan kontribusi yang signifikan terhadap keberhasilan perusahaan dengan berbagai cara. Penelitian ini bertujuan untuk mengkaji pengaruh kepuasan pelanggan terhadap intensi dalam berperilaku di kemudian hari. Dua determinan dari intensi berperilaku yang dikaji dalam penelitian ini adalah intensi untuk melakukan pembelian ulang dan komunikasi dari mulut ke mulut (getok tular). Model studi ini telah diuji menggunakan data survei dari 546 pelanggan asuransi mobil di Melbourne, Australia. Hasil empiris dari penelitian ini menunjukkan bahwa semakin tinggi tingkat kepuasan konsumen, maka semakin tinggi juga keinginannya untuk melakukan pembelian ulang dan menginformasikan hal-hal yang positif kepada orang lain. Hal ini berarti bahwa semakin puas seorang konsumen, maka ia akan cenderung untuk melanjutkan membeli produk asuransi dari perusahaan yang sama dan melakukan getok tular yang positif. Sehingga dapat dikatakan bahwa intensi konsumen dalam berperilaku di kemudian hari akan sangat tergantung dari tingkat kepuasannya. Dengan demikian, perusahaan akan dapat menjaga pelanggan yang sudah ada saat ini dan dapat menarik konsumen baru untuk mencapai kinerja keuangan yang lebih baik. Pembahasan dan rekomendasi untuk para manajer akan diuraikan berdasarkan hasil penelitian.

Keywords: customer satisfaction, behavioral intentions, repurchase intentions, word of
mouth communication

There have been extensive researches in customer satisfaction for many years. Customer satisfaction has been considered by companies as a key strategic to company’s success, long-term competitiveness (Law, Hui, and Zhao, 2004; Woodruff and Gardial, 1996) and a central construct in marketing research (Luo and Homburg, 2007). This increasing concern has mainly been due to intense competition, particularly in service industries, and the current focus on the relationship between consumers and organizations, which is the core of relational marketing approach (Bodet, 2008).
Many companies spend as much as half of their research budget on measuring customer satisfaction (Wilson, 2002), since customer satisfaction studies provides several advantages for companies. A satisfied consumer is more likely to stay with the same company (Turk and Avcilar, 2009; Anderson and Fornell, 1994) and involve in a positive word-of-mouth communication (Jones and Suh, 2000). In line with these premises, this study examines the relationship between customer satisfaction and two behavioral intentions: repurchase intention and intention to do word-of mouth communication . . . . .(baca_selengkapnya)

Artikel lengkap dikompilasi oleh/hubungi :

Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke :kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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Selasa, 23 Agustus 2011

JUAL CEPAT Rumah di "Puri Margawangi" Kota BANDUNG

JUAL CEPAT Rumah di "Puri Margawangi" Kota BANDUNG

aYO BURUAN. . . . . . . .
DIJUAL CEPAT (TANPA PERANTARA) sebuah Rumah Strategis Di Kota BANDUNG:

Alamat : "Puri Margawangi" Jl. Margawangi Raya No 1 RT 05/17 Kel Margawangi Margacinta - Bandung
Luas Rmh : 114 M
Kondisi : Layak huni/Permanen (3 Kamar Tidur, 1 RUtama, 1 RKeluarga, 2 Kamar Mandi, Dapur),
Lokasi Strategis (Dekat dengan Masjid, Dekat ke Pertokoan/Pasar, / Bank-Bank / Taman)
Fasilitas : Telpon, Jetpam, PLN 2.200KWh, Water Heater, Garasi Luas.
Cocok Utk : Rumah Tinggal

MINAT? . . . . . Click di http://ken-jualrmh.blogspot.com/

Contact : Mela (Hp : 085222949788) & KEN Kanaidi (Hp : 0812 2353 284)
e-mail : netkas_mela@yahoo.com

e-mail : kana_ati@yahoo.com

Selasa, 31 Mei 2011

Adaptive Learning Models of Consumer Behavior

by : Ed Hopkins - 2006

Published : Journal of Economic Literature classification numbers: C73, D11, D83, L13, M31.

Abstract

In a model of dynamic duopoly, optimal price policies are characterized assuming consumers learn adaptively about the relative quality of the two products. A contrast is made between belief-based and reinforcement learning. Under reinforcement learning, consumers can become locked into the habit of purchasing inferior goods. Such lock-in permits the existence of multiple history-dependent asymmetric steady states in which one firm dominates. In contrast, belief-based learning rules must lead asymptotically to correct beliefs about the relative quality of the two brands and so in this case there is a unique steady state.
Keywords: learning, consumer behavior, dynamic pricing, behavioral economics, reinforcement learning, market structure.

Introduction

Adaptive learning models attempt to describe the behavior of agents faced with repeated decision problems by assuming they use simple learning rules. These models are used in a number of apparently disparate environments. Economic theorists have analyzed them in abstract settings.1 They have been fitted to actual choice data both in economic experiments and the quite different context of the empirical analysis of consumer behavior.2 Despite differences in aims and terminology, some models of dynamic choice found in empirical marketing analysis are essentially the same as those used in economic theory. This research in marketing supports the experimental evidence that even simple adaptive learning models can help to explain human behavior. In the context of econometric work on experimental data, there has been an . . . . . (Read more)

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Jumat, 20 Mei 2011

CONSUMER COMPLAINT BEHAVIOUR AND RELATIONSHIP MARKETING

by : Nichola L Robertson

Abstract

A void identified within the Relationship Marketing literature is the lack of research on dissatisfactory or problem relationships, so the utilisation of work that has been conducted in the area of Consumer Complaint Behaviour (CCB) is appropriate. Therefore, this paper identifies ways in which the CCB literature may be used to advance knowledge in the field of Relationship Marketing. As the context of this paper is consumer - service provider relationships, an assessment is made of some of the implications of technology-infusion in service encounters, at two levels, namely at the broad relationship marketing level, that is, the likely impact of technology infusion on consumer - service provider relationships, and then more specifically regarding implications for CCB.

Introduction
Relationship problems have been studied in a number of discipline areas, yet within the Relationship Marketing literature there appear to be very few studies that have employed the Consumer Complaint Behaviour (CCB) literature to address questions and issues that remain unanswered pertaining to relationship problems. The recent article of Tax, Brown and Chandrashekaren (1998) appears to be one of the few studies that have bridged these fields.
Therefore, one purpose of this article is to suggest how the CCB stream of research may offer a potential way forward for Relationship Marketing. It was decided that the context of this study would be the consumer - service provider relationship, for two reasons: Firstly, it is considered that services usually entail higher consumer dissatisfaction than .......................... (baca_selengkapnya )

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CHANGING PERCEPTIONS AND CHANGING BEHAVIOR IN CUSTOMER RELATIONSHIPS

by : PETER C. VERHOEF, PHILIP HANS FRANSES, BAS DONKERS

Abstract

We formulate a theoretical model in which we postulate that if a customers’ behavior is perceived as not optimal, customers will adjust this behavior based on their current satisfaction and payment equity. Furthermore, customers will also include new experiences. In our empirical study we particularly investigate customer referrals and the amount of services purchased. Our results show positive effects of current satisfaction and payment equity on referrals, while also changes in satisfaction and payment equity affect customer referrals. With respect to the amount of services purchased, our estimation results reveal a positive significant effect of only changes in satisfaction.
Key-words: Dynamic Modeling, Satisfaction, Customer Relationships, Preference Updating

INTRODUCTION
In the satisfaction literature several studies have investigated the effect of satisfaction over time.
These studies related satisfaction scores at different points in time with purchase intention scores at different points in time (Mazursky and Geva, 1989; Mittal, Kumar and Tsiros, 1999).
Conclusions of these studies are that the effect of satisfaction decays rapidly (Mazursky and Geva, 1989) and that the effect of satisfaction at t on intentions at t+1 is mediated by satisfaction at t+1 (Mittal, Kumar and Tsiros, 1999). Although satisfaction has been related to purchase intentions over time, apparently no studies have looked at the dynamic effect of satisfaction on purchase behavior over time. An exception is Verhoef, Franses and Hoekstra (1999), who relate satisfaction to purchase behavior in two subsequent time periods. However, as they do not have satisfaction scores at different points in time, they cannot provide a detailed insight into the dynamic effects of satisfaction over time. . . . . . . . . . . .(baca_selengkapnya )

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Total PENGUNJUNG Jurnal ini sampai sekarang

Rabu, 09 Mei 2012

Selasa, 27 Maret 2012

Selasa, 13 Maret 2012

Selasa, 23 Agustus 2011

Selasa, 31 Mei 2011

Jumat, 20 Mei 2011