Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Organisational Buying Behavior - Lanjutan
Pertemuan 17
BUYING DECISION PROCESS
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BUYING DECISION PROCESS
• Cognitive dissonance: a buyer’s doubts shortly after a
purchase about whether it was the right decision.
Bina Nusantara
BUYING DECISION PROCESS
Consumers May Use Careful Calculations & Logical Thinking
Consumers May Buy on Impulse and Rely on Intuition
Consumers May Make Buying Decisions on Their Own
Consumer May Make Decisions After Talking With Others
Depends on Purchase Experience/Knowledge, Ease of Obtaining Information, Purchase Risk,
Level of Purchase Involvement, and other Cultural, Social, Personal, & Personality Factors
Bina Nusantara
BUYING DECISION PROCESS
Consumers May Use Careful Calculations & Logical Thinking
Consumers May Buy on Impulse and Rely on Intuition
Consumers May Make Buying Decisions on Their Own
Consumer May Make Decisions After Talking With Others
Depends on Purchase Experience/Knowledge, Purchase Risk, Level of
Purchase Involvement, and a Variety of Social & Personality Factors
Bina Nusantara
BUYING DECISION PROCESS
Consumer satisfaction is a function of consumer expectations and perceived
product performance.
Performance < Expectations
Performance = Expectations
Performance > Expectations
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Disappointment
Satisfaction
Delight
THE BUSINESS BUYING PROCESS
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PARTICIPANTS IN THE BUSINESS BUYING PROCESS
• Decision-making unit of a
buying organization is called
its buying center.
• Not a fixed and formally
identified unit.
• Membership will vary for
different products and
buying situations.
Bina Nusantara
• Buying Center Members:
– Users
– Deciders
– Influencers
– Buyers
– Gatekeepers
MAJOR TYPES OF BUYING SITUATIONS
Straight Rebuy
The buyer routinely reorders
something without any
modifications.
Modified Rebuy
The buyer wants to modify
product specifications,
prices, terms, or suppliers.
New Task
The buyer purchases a
product or service for the
first time.
Bina Nusantara
FACTOR INFLUENCING ORGANISATIONAL STYLE
• Organisatinal Activities
• Organisational Values
• Share values and value conflicts
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ORGANISATIONAL DEMOGRAPHIC
• Macrosegmentation
• Microsegementation
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PURCHASE SITUTATION
• Straight Rebuy
• Modified Rebuy
ORGANISATIONAL DECISION PROCESS
•
•
•
•
Problem Recognation
Information Search
Evaluation and selection
Purchase and decision implementation
Bina Nusantara