Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Postpurchase Process - Lanjutan
Pertemuan 25
BUYING DECISION PROCESS
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SOURCES OF INFORMATION
-
Personal
Commercial
Public
Most effective source
- Family, friends, neighbors
Advertising, salespeople
- Receives the most information
from these sources
- Mass Media
- Consumer-rating groups
-
Experiential
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Handling the product
- Examining the product
- Using the product
PURCHASE DECISION PROCESS
Problem recognition:
Perceiving need
Information search:
Seeking value
Alternative evaluation:
Assessing value
Purchase decision:
Buying value
Post-purchase behavior:
Value in consumption of user
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HIGH VERSUS LOW INVOLVEMENT
High Involvement purchase occasions can be expensive,
have serious personal consequences, and/or reflect
one’s social image.
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HIGH VERSUS LOW INVOLVEMENT
These occasions typically involve extensive information
search, consideration of several product attributes and
brands, the formation of attitudes, and word-of-mouth
communication.
An example would be the purchase of an automobile or
stereo system.
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HIGH VERSUS LOW INVOLVEMENT
Low Involvement purchase occasions typically involve
little information search or consideration of various
brands, except on the basis of price.
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HIGH VERSUS LOW INVOLVEMENT
They usually don’t involve any personal consequences.
They tend to be privately consumed.
An example would be the purchase of soap or
toothpaste.
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Influence in Cons. Decision Process
Marketing mix influences
•
•
•
•
Psychological
Influences
•
•
•
•
•
Motivation
Personality
Perception
Learning
Values, beliefs
and attitude
• Lifestyle
Product
Price
Promotion
Place
Consumer Decision Process
Problem recognition
Information search
Alternative evaluation
Purchase decision
Postpurchase behavior
Promotion Influences
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• Purchase task
• Social surroundings
• Physical
surroundings
• Temporal effects
• Antecedent states
Sociocultural
Influences
• Personal
influence
• Reference groups
• Family
• Social class
• Culture
• Subculture
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
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
Alternative
Evaluation
Purchase
Decision
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•
Marketers must try to reduce this
anxiety
Purchase
Act
Postpurchase
Evaluation
CONSUMER INVOLVEMENT, KNOWLEDGE,
AND PROBLEM-SOLVING VARIATIONS
Low
Consumer involvement
Routine problem solving
(e.g., milk and bread)
Limited problem solving
(e.g., small appliances)
Extended problem solving
(e.g., stocks and bonds)
High
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High
Consumer knowledge
Low
PURCHASE EVALUATION
• The evaluation Process
• Dimension of Performance
• Dissatisfaction Responses
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REPEAT PURCHASE BEHAVIOR AND CONSUMER LOYALTY
• Nature of repeat purchase behavior
• Brand loyality is defined as follow
– It is biased
– It is behavioral response
– It is expressed over time
– It is exppressed by a decision making unit
– It is a function of psychological proceses
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