Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Postpurchase Process
Pertemuan 24
BUYING DECISION PROCESS
Bina Nusantara
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
Bina Nusantara
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
Bina Nusantara
HIGH VERSUS LOW INVOLVEMENT
High Involvement purchase occasions can be expensive,
have serious personal consequences,and/or reflect
one’s social image.
Bina Nusantara
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.
Bina Nusantara
HIGH VERSUS LOW INVOLVEMENT
Low Involvement purchase occasions typically involve
little information search or consideration of various
brands, except on the basis of price.
Bina Nusantara
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.
Bina Nusantara
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
Bina Nusantara
• 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
Bina Nusantara
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
Bina Nusantara
•
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
Bina Nusantara
High
Consumer knowledge
Low