Answer the following questions about a product or service category in which you are

interested :
1. How can this product or service can be acquired? (Try to think of more than one
way)..What are the implication for marketing strategy?
2. How is the product or service consumed? How can marketers use this information
when developing marketing strategy?
3. How can the product or service be disposed of? How might this factor influence
the next aquisition?
Customer Behavior
Perspective
Marketing Strategy
Perspective
How can this
product or
service can be
acquired
How can this
product or
service can be
consumed
How can
this product
or service
can be
disposed
Consider the timeperiod in which acquisitition, consumption, and disposition take place when
answering this questions:
1) What products, services, or categories are typically acquired over the course of days? over the
course of weeks or months ? How those the timing affect marketing decisions about
these offerings?
2) What products, services, or categories are typically used over the course of months? over the
course of years ? How those the timing affect marketing decisions about these
offerings?
3) What products, services, or categories are typically disposed over the course of days or weeks?
How those the timing affect marketing decisions about these offerings?
Customer Behavior
Perspective
Marketing Strategy
Perspective
What product or service
are acquired
Day
week
Month
What product or service
are consumed
months
years
What product or
service are disposed
days
weeks
Explain the contribution of Consumer Research in

Marketing Research
Brand management and communication
Service Marketing
International Marketing
Business Strategy
Total Quality Management
Financial profit and cost
Employee service and development
Within countries socio-demographic and psychological factors tend to be used to explain
consumption variations.
A> Predict the Indonesian Consumer Need and Behavior in 2030
B>Measure convergence (divergence) among province and countries in
consumption differences
C>What kind of Variation found in all aspects of consumer behaviour: in consumption in
Indonesia ( Lecture 1) and Asean Countries (Lecture 2)?

GDP
Consumption and ownership
Migration
Housing
Population Density
Education
Age and distribution
Household and Family
Climate
Percentage of total household expenditure spent on food
ICT
Social networking usage
Value system related to the product: owning, using, and disposing
Distribution, Political, and Legal structure
Hofstede

http://www.datastatistik-indonesia.com
http://www.bps.go.id/
http://www.worldbank.org/
http://www.nationmaster.com/
http://www.statistics.gov.my
http://www.gso.gov.vn
http://web.nso.go.th/
http://www.nis.gov.kh/
http://www.singstat.gov.sg/
http://www.census.gov.ph/
http://www.csostat.gov.mm/csomonthly.asp
http://www.depd.gov.bn
http://www.nationmaster.com/country/la-laos
http://geert-hofstede.com/countries.html