Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Organisational Buying Behavior
Pertemuan 16
BUYING DECISION PROCESS
Bina Nusantara
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
Bina Nusantara
Disappointment
Satisfaction
Delight
THE BUSINESS BUYING PROCESS
Bina Nusantara
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
Bina Nusantara
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.