CONSUMER BEHAVIOR

‘MOTIVATION, PERSONALITY, AND EMOTIONS’

Case study : Langen Tirta and Tirta Kembar

CREATED BY :

1. ALDANNISA WILONA K (C1H016014)

2. FAJAR ADJIE PRASETIYO (C1H016016)

MINISTRY OF RESEARCH, TECHNOLOGY, AND HIGHER EDUCATION

JENDERAL SOEDIRMAN UNIVERSITY

INTERNATIONAL MANAGEMENT

2019
 RESULT OF OUR INTERVIEW

FIRST PLACE

TIRTA KEMBAR SWIMMING POOL

QUESTION 1st RESPONDEN

What the reason of customer comes ? Because the price are cheap, the pool are
more comfort than other swimming nearest
How often did you come ? Three times a week
What the other purpose did you come ? Weekly sport
What the customer needed to increase the Minimize the chlorine
facility ?

QUESTION 2nd RESPONDEN

What the reason of customer comes ? The price is cheap
How often did you come ? Third a week
What the other purpose did you come ? Only want to swim
What the customer needed to increase the Increase all the facility
facility ?
 SECOND PLACE

LANGEN TIRTA SWIMMING POOL

QUESTION 1st RESPONDEN

What the reason of customer comes ? The price is cheap
How often did you come ? Twice
What the other purpose did you come ? Nearest from unsoed
What the customer needed to increase the Increase the cleanliness, from the first opened
facility ? thers no changes

QUESTION 2nd RESPONDEN

What the reason of customer comes ?
How often did you come ?
What the other purpose did you come ?
What the customer needed to increase the
facility ?
Nearest from the friends home
Twice
The price is cheap
The water are dirty, increase the cleanliness
MOTIVATION

Based on Maslow’s theory, all human acquire a similar set of motives through genetic
endowment and social interaction. In our result, both of place show that all respondens has
similar motivation to come to that place.

McGuire’s Phsycological Motives

Both of the place are kind of affective motivation, because all responden capable to respon
the fast stimulation and so capable for show appreciation to another people. In domain
affective motivation receiving is the lowest result of learning. For responsive motivation we
saw our responden interest with the material, they all has capability to active participate and
always has motivation to react and take the decision. For value this capability is to inteprate
which one good or bad from an activities and give the expression into the behavior. In our
result they got recommendation from other people to came to Langen Tirta and Tirta Kembar
swimming pool. The organization more likely to build the act more consistent and make the
internal value of system itself. The Characterization all the things will show into a behavior
that related with the social and emotions.

For the first place, Tirta Kembar motive focused on preservation because the responden said
that they only need the place for minimize the chlorine, because as we know if the pool has
chlorine too much is not good for our skin and also for affective preservation motive need for
tension reduction (active, internal) which is the consumer facing the situation that make them
uncomfortable (here is too much chlorine). For the second place, Langen Tirta motive
focused on affective growth motives in need for identification (passive, internal) a consumer
play many roles as student, friends or others. Here, both of our responden often come to that
place as a friend and as a they needed.

PERSONALITY

Personality is a psychological characteristic of someone determining and reflecting how

someone responds to their environment. The Multitrait Theory are the five factor models,
these theory explain about basic personality of human like extroversion, instability,
agreebleness, openness to experience, conscientiousness.

Result from the respondens about personality they have strong response with the enviroment.
In tirta kembar when we asking about what additional function that need to improved, the
customer directly answer for reduce or minimize the chlorine because they think not only for
them that will give the bad impact but also for another cutomer that comes to that place. In
the second place, personality response to the enviroment is high as well, they really
understand about the enviroment in that place. Some peoples know if there is not too clean
water but they still come because get influenced from they friend, family or they-self needed.
Another respondent told if she did not want to go if there is no friend or family that asking to
join with them.
Use five factor model of personality the biggest affect is extroversion, because in all our
respondent they prefer to come with group ( some people ) it can be friends, collagues, or
family. Instability is moody and aggrebleness is comfort and usefull for all facilities that
served.

EMOTION

Based on the situation in terms of the emotion in our respondent there is no specific feelings
they only think the general feelings why they come to that place. Some respondent they got
affect from they enviroment ( family, friends, etc ) in case langen tirta swimingpool. But in
tirta kembar swimingpool the respondents come because they own habit or they own
behaviour ( they should do this sport and there is no better place for its ) so, they choose tirta
kembar to fullfil they needs. The emotions in our case, actually can help that comany (
langen tirta and tirta kembar ) to build the marketing strategy. With do the best and fulfill the
expectation of the customers so it can increase consumer coping and advertise that place from
mouth to moth that we know very effective.

Conclussion :

The strategy that may we can apply after understanding and analyze: Based on our result, the
manager should pick what motive that gave from the place to satisfy the customer and to
build the marketing base on the motive that created. The manager in both place should create
the demand than the needs, because the need only consumer needs to fulfill the limitation that
very basic. Meanwhile the demand is consumer want to fulfill life necessities following by
purchasing power.