Matakuliah : O0362 – Perilaku Konsumen
Tahun : Genap 2009/2010
Organisational Buying Behavior
Pertemuan 11
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, &
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 • Buying Center
Members:
of a buying
organization is called
– Users
its buying center.
– Deciders
• Not a fixed and
– Influencers
formally identified
– Buyers
unit.
– Gatekeepers
• Membership will vary
for different products
Bina Nusantara
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.