Postpurchase Process - Lanjutan Pertemuan 25 Matakuliah: J0384 – Perilaku Konsumen Tahun: Ganjil 2007/2008

Bina Nusantara BUYING DECISION PROCESS

Bina Nusantara SOURCES OF INFORMATION - Most effective source - Family, friends, neighbors Personal Commercial Public - Advertising, salespeople - Receives the most information from these sources - Mass Media - Consumer-rating groups Experiential - Handling the product - Examining the product - Using the product

Bina Nusantara PURCHASE DECISION PROCESS Post-purchase behavior: Value in consumption of user Purchase decision: Buying value Alternative evaluation: Assessing value Alternative evaluation: Assessing value Information search: Seeking value Problem recognition: Perceiving need Problem recognition: Perceiving need

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 Marketing mix influences ProductProduct PricePrice PromotionPromotion PlacePlace Promotion Influences Purchase taskPurchase task Social surroundingsSocial surroundings Physical surroundingsPhysical surroundings Temporal effectsTemporal effects Antecedent statesAntecedent states Problem recognition Information search Alternative evaluation Purchase decision Postpurchase behavior Consumer Decision Process Psychological Influences MotivationMotivation PersonalityPersonality PerceptionPerception LearningLearning Values, beliefs and attitudeValues, beliefs and attitude LifestyleLifestyle Sociocultural Influences Personal influencePersonal influence Reference groupsReference groups FamilyFamily Social classSocial class CultureCulture SubcultureSubculture Influence in Cons. Decision Process

Bina Nusantara THE CONSUMER DECISION PROCESS Search Alternative Evaluation Purchase Decision Purchase Act Problem Opportunity Recognition Selection of What and Where

Bina Nusantara THE CONSUMER DECISION PROCESS Search Alternative Evaluation Purchase Decision Purchase Act Post- purchase Evaluation Problem Opportunity Recognition 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

Bina Nusantara CONSUMER INVOLVEMENT, KNOWLEDGE, AND PROBLEM-SOLVING VARIATIONS Routine problem solving (e.g., milk and bread) Routine problem solving (e.g., milk and bread) Limited problem solving (e.g., small appliances) Limited problem solving (e.g., small appliances) Extended problem solving (e.g., stocks and bonds) Extended problem solving (e.g., stocks and bonds) Consumer involvement Consumer knowledge High Low

Bina Nusantara PURCHASE EVALUATION The evaluation Process Dimension of Performance Dissatisfaction Responses

Bina Nusantara 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