Conditions to be met by a company in order to be successful in attaining the goals of the competition is to create and retain customers (Levitt, 1987). For this to be achieved, then every company should strive to produce and deliver goods and services that consumers want at a reasonable price (reasonable).
Thus, every company should be able to understand the behavior of consumers in the target market, due to the company’s survival as an organization that seeks to meet the needs and desires of consumers is highly dependent on the behavior of consumers.
Through an understanding of consumer behavior, the management company can formulate appropriate strategies and programs in order to take advantage of existing opportunities and outperform competitors. Consumer behavior is itself a ndakan ti-actions of individuals who are directly involved in the procurement, use, and determine which products and services, including decision-making processes that precede and follow these actions (Engel et al., 1990).
From this definition it can be seen that the understanding of consumer behavior is not an easy task, but it is quite difficult and complex, especially due to the many variables that affect and these variables tend to interact with each other.
Even so, if it can be done, then the company in question will be able to reap the benefits that far outweigh its rivals, due to understand the behavior of consumers, the company can provide better satisfaction to their customers (Kotler, et al., 1996).
For further discussion we will discuss what it is the customer, to be got right picture of the customer / consumer, such as:
1. Customers / consumers under the Act
Consumer means any person or user of goods and services available in the community for the benefit of themselves, their families, other people and other living beings and not for sale.
2. Consumer trend setter.
The typical consumer will always prefer something new, and he dedicated himself to becoming a part of the first wave that has or utilizes the latest technology. The motivation could be due to the prestige, but not a few of them who did understand and have a high level of interest to try the new technology.
Consumers such as these are often referred to by people around him. Usually they have a strong purchasing power, or at least very motivated to megalokasikan income to buy the latest technology. Consumers of this type are not too many in number, about 5 to 10%. However it has a very significant influence on consumers follower.
3. Next is the type of consumer who is easily influenced, especially by the consumer trend setters, so called a follower or followers.
This group is very significant, because it forms the largest percentage of this group of consumers is called a follower. “Follower. Consumers are people who are affected by the effects of the consumer trend setter. Often referred to as a group wave to 2 (two), prestige reasons usually dominate them to buy the product. They are easily provoked with the latest developments.
Whatever that is becoming a trend to be followed by them. Their number was the largest in the consumer population, which can reach 30 to 70% of total consumer. The consumer types can be distinguished on the ability of its purchasing power. For those who have strong purchasing power, consumers will absorb follower latest products branded exactly the same as that used by the consumer trend setter.
But for the weak purchasing power, they will switch to substitute products or scars physically almost identical, but of very different quality and price. The composition of both types of consumers are more lacking is 30:70 “.
4. Whereas the latter type of consumer (Value seeker), are those who have judgment and the establishment of its own.
This group is bigger than the first group, so that should also be given special attention or called consumers “value seeker”. This type of consumer is relatively difficult to influence, because they are basing their demands for rational reasons. Consumers are always critical to the value that they get from each dollar the price of the product.
Many of those who watched the technology, in realizing that the new technology is always worth very expensive at the initial launch. But over time, the longer the technology will be cheap.
They can be patient for a few months before then just buy the products they want once they feel the price was more than reasonable. Their understanding is roughly equal to the consumer trend setter. But they prefer the prestige factor than the value in buying technology products.
5. Consumer beginner, novice consumers type character is a lot of customers who come in asking. And novice consumers is a prospect in the future.
6. Consumer suspicious, there are consumers who come to the suspicion that you are selling goods darker and darker with the price of your profit doubled. So he would bid under the price of merit.
7. Consumer claimants sheep, there is another type of consumer, which is like pitting. Maybe because they think you are worthy sheep-fighting pitted. This type of consumer likes to say that the price of anywhere else cheaper than the stuff you have to offer.
8. Consumer shoplifters, There is another type of consumer who likes to shoplift. He often asks anything, which basically aims to make you confused and dazed, and in the end after the consumer goes, you get no missing items. Consumers of this type is not always a dog-eared. Sometimes and usually even look elegant.
9. Consumers are loyal to price, This is the typical consumer in general. Loyalty only on price rather than on you. If your competitor’s cheaper price he will run there.
10. Consumer lot of money, This is what we were looking for. A lot of money, not chatty, more tractable. But be careful to handle it. Those are usually the number one quality. You must deliver only the best. Once disappointed, they moved to a competitor
11. Consumer rundown, seedy or elegant appearance actually never said anything. Many conglomerates, retired or big bosses deliberately and out of the store wearing a T-shirt and shorts. Certainly not to deceive us, so we sell cheap, but because that is their true personality: modest, it is. There is a proverb says: Do not judge the book from the cover. Do not judge people by their looks.
12. Customers are the people / organizations who do purchase a product / service repeatedly.
Satisfaction is the degree of one’s feelings after comparing the performance (or outcome) compared with the perceived expectations. So the level of satisfaction is a function of the difference between perceived performance to expectations.