Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Proses Pengambilan Keputusan
Pertemuan 04
SITUATION ANALYSIS
• The Communication situation
The communication in which consumers receive
information has an impact on their behavior
• The purchase sistuation
Can also affect product selection
• The Usage situation
A consumer may use a different brand of wine for
serving to dinner guests than for personal use in a
non social situation
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SITUATIN CLASSIFICATION
• Physical surroundings
Are a widely recognised type of situational influence
• Social surroundings
The concept of social surroundings related to the
presence of other people who could have an impact on
the individual consumers behavior
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THE CONSUMER DECISION PROCESS
Problem
Opportunity
Recognitio
n
Search
Alternative
Evaluation
Purchase
Decision
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Consumers complete a step-by-step
process when making purchase
decisions
Purchase
Act
Postpurchase
Evaluation
CLASSIFYING CONSUMER
PROBLEM-SOLVING PROCESSES
• Purchases made
Routinized
Response Behavior
•
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routinely by choosing a
preferred brand or one
of a limited group of
acceptable brands
Examples:
Classifying Consumer Problem-Solving Processes
Routinized
Response Behavior
• Situation where the
Limited Problem
Solving
•
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consumer has
previously set
evaluative criteria for a
particular kind of
purchase but then
encounters a new,
unknown brand or item
Example:
Classifying Consumer Problem-Solving Processes
Routinized
Response Behavior
Limited Problem
Solving
Extended Problem
Solving
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• Results when brands
•
•
are difficult to
categorize or evaluate
High-involvement
purchase decisions
usually require
extended problem
solving
Examples:
THE CONSUMER DECISION PROCESS
Problem
Opportunity
Recognition
Search
• Critical that marketers
•
understand where their
consumers are in the process
Must choose actions to match
each phase
Alternative
Evaluation
Purchase
Decision
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Purchase Act
Postpurchase
Evaluation
THE CONSUMER DECISION PROCESS
Problem
Opportunity
Recognition
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• Consumer becomes aware of a
significant discrepancy between
the existing situation and the
desired situation
• Common Causes of Discrepancy:
• What is the marketer’s job?
THE CONSUMER DECISION PROCESS
Problem
Opportunity
Recognition
Search
• Consumer gathers information related
to their attainment of the desired state
of affairs
• Identifies alternative means of problem
solution
• Brands that a consumer actually
considers buying before making a
purchase decision are known as the
evoked set
• Evoked set evolves constantly
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THE CONSUMER DECISION PROCESS
Problem
Opportunity
Recognition
Search
Alternative
Evaluation
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• Consumer evaluates the evoked set
• Outcome of the evaluation stage is
the choice of a brand or product (or
possibly a decision to renew the
search)
• Evaluative criteria:
• Understanding and influencing
consumers evaluative criteria is
important in this stage
THE CONSUMER DECISION PROCESS
Problem
Opportunity
Recognition
• Selection of What and Where
Search
Alternative
Evaluation
Purchase Decision
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Purchase Act
THE CONSUMER DECISION PROCESS
Problem
Opportunity
Recognition
Search
Alternative
Evaluation
Purchase
Decision
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• After the purchase, consumers are either
satisfied or experience
post-purchase anxiety
• Post-purchase anxiety that results from
an imbalance among an individual’s
knowledge, beliefs, and attitudes is called
cognitive dissonance
• Marketers must try to reduce this anxiety
Purchase Act
Postpurchase
Evaluation
• Class Discusion
• Q/A
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