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
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