consumer decision making. levels of consumer decision making extensive problem solving limited...

Consumer Decision Making

Levels of Consumer Decision Making

Extensive Problem Solving

Limited Problem Solving

Routine Response Behavior

Extensive Extensive Problem Problem SolvingSolving

A search by the consumer to establish the necessary

product criteria to evaluate knowledgeably the most

suitable product to fulfill a need.

Limited Limited Problem Problem SolvingSolving

A limited search by a consumer for a product that will satisfy his or her basic

criteria from among a selected group of brands.

Routinized Routinized Response Response BehaviorBehavior

Models of Consumers: Four Views of Consumer Decision

Making

• An Economic View• A Passive View• A Cognitive View• An Emotional View

The Economic ViewRational Customers have to

• Be aware of all available product alternatives

• Be capable of correctly ranking each alternative in terms of its benefits and disadvantages

Why is the Classical Economic Model Considered Unrealistic?

• People are limited by their existing skills, habits, and reflexes

• People are limited by their existing values and goals

Consumer Decision Process Model

Purchase

Need Recognition

Search for Information

Consumption

Post-consumption Evaluation

Divestment

Pre-purchase Evaluation of Alternatives

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Consumer Decision Process ModelNeed Recognition


Need Recognition

Need: the difference between what a person perceives to be the ideal versus the actual state of affairs


Need Recognition

Need: the difference between what a person perceives to be the ideal versus the actual state of affairs

Consumers recognize needs and seek to fulfill them, or sometimes seek to solve their problems

Knowing consumers’ needs, helps firms develop products and marketing programs to reach them more effectively


Need Recognition

Communicating a need and raising consumer awareness of need or problem

Special needs of baby teeth


Need Recognition


Individual Differences-Consumer Resources-Motivation-Knowledge-Attitudes-Personality, Values, and Lifestyle

Environmental Influences-Culture-Social Class-Personal Influence-Family -Situation

MEMORY

Need Recognition


SearchInternal

Search

MEMORY

Individual Differences

Environ- mental

Influences

Need Recognition

Attention

Compre-hension

Acceptance

Retention

Exposure

CDP Model

Search For Information

Internal search: retrieving know-ledge from memoryExternal search: collecting informa-tion from peers, family, and the marketplace



Internal search: retrieving know-ledge from memoryExternal search: collecting informa-tion from peers, family, and the marketplace

Search may be passive as consumers become more receptive to information around them, or consumers can engage in active search behavior




Need Recognition

Search

External Search

Internal Search

MEMORY


Environmental Influences

Search: Sources of Information

Marketer Dominated

Non-Marketer Dominated Stimuli


Information Processing


M EMORY

Attention

Comprehension

Acceptance

Retention

Exposure

Stimuli:-Marketer Dominated-Nonmarketer Dominated

-Family and peers

-Publications

-Television ads

-Internet or website

-In-store displays or salespersons

-Shopping

Search: Sources of Information

Marketer Dominated

Non-Marketer Dominated Stimuli


Search: Information Processing

Exposure

Attention

Comprehension

Acceptance

Retention




SearchInternal

Search

MEMORY


Environ- mental

Influences

Need Recognition

Attention

Compre-hension

Acceptance

Retention

Exposure

CDP Model

Stimuli


The process of evaluating alter-natives identified from search, which leads to product or brand most likely to satisfy the consumer



The process of evaluating alter-natives identified from search, which leads to product or brand most likely to satisfy the consumer

Can use new or preexisting evalu-ations stored in memory

Evaluative criteria: standards and specifications used to compare different products and brands




Aunt Jemima maple syrup focuses on the evaluative criteria of thickness in this advertisement


Purchase

Need Recognition






SearchInternal

Search

MEMORY


Environ- mental

Influences

Purchase

Need Recognition

Attention

Compre-hension

Acceptance

Retention

Exposure

CDP Model

Stimuli

Purchase

Purchase decisions involve choosing a form of retailing, a specific retailer, and a particular product and brand


Purchase

Purchase decisions involve choosing a form of retailing, a specific retailer, and a particular product and brand

Purchase intention can change during the purchase stage--it can be influenced by factors such as in-store promotions, discounts, or stock-outs



Purchase

Need Recognition


Consumption

Prepurchase Evaluation of Alternatives




SearchInternal

Search

MEMORY


Environ- mental

Influences

Purchase

Consumption

Need Recognition

Attention

Compre-hension

Acceptance

Retention

Exposure

CDP Model

Stimuli

Consumption

The process of using the product or service purchased

Consumption can either occur immediately or be delayed


Consumption

The process of using the product or service purchased

Consumption can either occur immediately or be delayed

Consumers may use products as intended or as they choose, especially when instructions are not included or not read

How consumers use a product affects satisfaction with product


Consumption

Appealing to consumers with easy-to-use positioning

Consumption-oriented product design and benefit



Purchase

Need Recognition


Consumption






Search

Stimuli

Internal

Search

MEMORY


Environ- mental

Influences

Purchase

Consumption


Need Recognition

External Search

Attention

Compre-hension

Acceptance

Retention

Exposure

SatisfactionDissatisfaction

CDP Model

Post-consumption Evaluation Satisfaction: when expectations are met or exceeded by perceived performance

Dissatisfaction: when performance falls short of expectations

Consumption is an important determinant of satisfaction


Post-consumption Evaluation Satisfaction: when expectations are met or exceeded by perceived performance

Dissatisfaction: when performance falls short of expectations

Consumption is an important determinant of satisfaction

Cognitive dissonance: questioning decision (post-purchase regret)

Emotion affects evaluationBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.


Purchase

Need Recognition


Consumption


Divestment



Divestment

How consumers dispose of the packaging or product after use

Options include:DisposalRemarketing or resellingRecycling

Consumers’ environmental concerns about divestment may affect product choice


Divestment


Mentadent sells toothpaste in a dual-chambered pump, which can be filled with refills and reused rather than thrown away each time

Divestment

How consumers dispose of the packaging or product after use

Options include:DisposalRemarketing or resellingRecycling

Consumers’ environmental concerns about divestment may affect product choice


Contoh

Memilih Ultralight Laptop Computer

• Dell Latitude C400

• Compaq Evo N200

• Toshiba Libretto L

Decision RuleConjunctive

Konsumen menentukan acceptable level pada setiap kriteria. Pilih alternatif hanya bila tiap kriteria cutoff

Disjunctive

Konsumen menentukan acceptable standard untuk tiap kriteria. Produk diterima bila salah satu kriteria cutoff

Lexicographic

Konsumen mengurut kriteria dari yang paling penting hingga yang kurang penting. Pilih alternatif terbaik

Elimination

Konsumen menentukan minimum cutoff untuk tiap kriteria. Pilih satu kriteria dan eliiminasi alternatif2 yang tidak melebihi cutoff.

Decision Rule Membeli Ultralight Laptop

Decision Rule

Compensatory Rule

Noncompensatory rule:

Conjunctive Rule

Disjunctive Rule

Lexicographic Rule

Elimination

Mental Statement

“I selected the computer that came outbest when I balanced the good ratings against the best ratings”

“I selected the computer that had no bad features”

“I picked the computer that excelled at least one attribute”

“I looked at the feature that was most important to me and chose the computer that ranked highest on that attribute”

• Menurut Pendapat Anda, seberapa penting kecepatan komputer laptop mempengaruhi keputusan beli Anda?1 = Sangat tidak penting2 = Tidak penting3 = Netral4 = Penting5 = Sangat penting

• Bagaimana pendapat Anda tentang kecepatan komputer laptop merk Dell?1 = Sangat lambat2 = lambat3 = Netral4 = Cepat5 = Sangat cepat

consumer decision making. levels of consumer decision making extensive problem solving limited...

Documents

consumer behavior

consumer awareness of

informationinternal

memoryexternal search

suitable product

necessary product criteria

existing values

classical economic model