Proses Pengambilan Keputusan Pertemuan 04

1. Proses Pengambilan KeputusanPertemuan 04 Matakuliah : J0384 – Perilaku Konsumen Tahun : Ganjil 2007/2008

2. SITUATION ANALYSIS • The Communication situation The communication in which consumers receive information has an impact on their behavior • The purchase sistuation Can also affect product selection • The Usage situation A consumer may use a different brand of wine for serving to dinner guests than for personal use in a non social situation

3. SITUATIN CLASSIFICATION • Physical surroundings Are a widely recognised type of situational influence • Social surroundings The concept of social surroundings related to the presence of other people who could have an impact on the individual consumers behavior

4. Problem Opportunity Recognition Search Alternative Evaluation Purchase Decision Purchase Act Post-purchase Evaluation THE CONSUMER DECISION PROCESS Consumers complete a step-by-step process when making purchase decisions

5. Routinized Response Behavior CLASSIFYING CONSUMER PROBLEM-SOLVING PROCESSES • Purchases made routinely by choosing a preferred brand or one of a limited group of acceptable brands • Examples:

6. Routinized Response Behavior Limited Problem Solving Classifying Consumer Problem-Solving Processes • Situation where the consumer has previously set evaluative criteria for a particular kind of purchase but then encounters a new, unknown brand or item • Example:

7. Routinized Response Behavior Limited Problem Solving Extended Problem Solving Classifying Consumer Problem-Solving Processes • Results when brands are difficult to categorize or evaluate • High-involvement purchase decisions usually require extended problem solving • Examples:

8. Problem Opportunity Recognition Search Alternative Evaluation Purchase Decision Purchase Act Post-purchase Evaluation THE CONSUMER DECISION PROCESS • Critical that marketers understand where their consumers are in the process • Must choose actions to match each phase

9. THE CONSUMER DECISION PROCESS • Consumer becomes aware of a significant discrepancy between the existing situation and the desired situation • Common Causes of Discrepancy: • What is the marketer’s job? Problem Opportunity Recognition

10. Problem Opportunity Recognition Search THE CONSUMER DECISION PROCESS • Consumer gathers information related to their attainment of the desired state of affairs • Identifies alternative means of problem solution • Brands that a consumer actually considers buying before making a purchase decision are known as the evoked set • Evoked set evolves constantly

11. Problem Opportunity Recognition Search Alternative Evaluation THE CONSUMER DECISION PROCESS • Consumer evaluates the evoked set • Outcome of the evaluation stage is the choice of a brand or product (or possibly a decision to renew the search) • Evaluative criteria: • Understanding and influencing consumers evaluative criteria is important in this stage

12. Problem Opportunity Recognition Search Alternative Evaluation Purchase Decision Purchase Act THE CONSUMER DECISION PROCESS • Selection of What and Where

13. Problem Opportunity Recognition Search Alternative Evaluation Purchase Decision Purchase Act Purchase Act Post-purchase Evaluation THE CONSUMER DECISION PROCESS • 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 • Marketers must try to reduce this anxiety

14. Class Discusion • Q / A