Matakuliah : O0362 – Perilaku Konsumen
Tahun : Genap 2009/2010
Postpurchase Process
Pertemuan 12
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
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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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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
•
•
Alternative
Evaluation
dissonance
•
Purchase
Decision
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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
Marketers must try to
reduce this anxiety
Post-
Purchase
Act
purchase
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
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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