Consumer Decision Making

Levels of Consumer Decision Making Extensive Problem Solving Limited Problem Solving Routine Response Behavior

Extensive Problem Solving A search by the consumer to establish the necessary product criteria to evaluate knowledgeably the most suitable product to fulfill a need.

Limited Problem Solving 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 Response Behavior

Models of Consumers: Four Views of Consumer Decision Making An Economic View A Passive View A Cognitive View An Emotional View

The Economic View Rational 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 Model Need Recognition Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Need Recognition Need: the difference between what a person perceives to be the ideal versus the actual state of affairs Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

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

Need Recognition Communicating a need and raising consumer awareness of need or problem Special needs of baby teeth Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Need Recognition Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Individual Differences -Consumer Resources -Motivation -Knowledge -Attitudes -Personality, Values, and Lifestyle Environmental Influences -Culture -Social Class -Personal Influence -Family -Situation MEMORYMEMORY Need Recognition

Consumer Decision Process Model Need Recognition Search for Information Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Search Internal Search MEMORYMEMORY Individual Differences Environ- mental Influences Need Recognition Attention Compre- hension Acceptance Retention Exposure CDP Model

Search For Information Internal search: retrieving know- ledge from memory External search: collecting informa- tion from peers, family, and the marketplace Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Search For Information Internal search: retrieving know- ledge from memory External 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 Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Search For Information Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Need Recognition Search External Search Internal Search MEMORYMEMORY Individual Differences Environmental Influences

Search: Sources of Information Marketer Dominated Non-Marketer Dominated Stimuli Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

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

Search: Information Processing Exposure Attention Comprehension Acceptance Retention Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Consumer Decision Process Model Need Recognition Search for Information Pre-purchase Evaluation of Alternatives Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Pre-purchase Evaluation of Alternatives Search Internal Search MEMORYMEMORY Individual Differences Environ- mental Influences Need Recognition Attention Compre- hension Acceptance Retention Exposure CDP Model Stimuli

Pre-purchase Evaluation of Alternatives The process of evaluating alter- natives identified from search, which leads to product or brand most likely to satisfy the consumer Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Pre-purchase Evaluation of Alternatives 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 Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Pre-purchase Evaluation of Alternatives Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. Aunt Jemima maple syrup focuses on the evaluative criteria of thickness in this advertisement

Consumer Decision Process Model Purchase Need Recognition Search for Information Pre-purchase Evaluation of Alternatives Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Pre-purchase Evaluation of Alternatives Search Internal Search MEMORYMEMORY Individual Differences 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 Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

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

Consumer Decision Process Model Purchase Need Recognition Search for Information Consumption Prepurchase Evaluation of Alternatives Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Pre-purchase Evaluation of Alternatives Search Internal Search MEMORYMEMORY Individual Differences 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 Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

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

Consumption Appealing to consumers with easy-to- use positioning Consumption- oriented product design and benefit Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Consumer Decision Process Model Purchase Need Recognition Search for Information Consumption Post-consumption Evaluation Pre-purchase Evaluation of Alternatives Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Pre-purchase Evaluation of Alternatives Search Stimuli Internal Search MEMORYMEMORY Individual Differences Environ- mental Influences Purchase Consumption Post-consumption Evaluation 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 Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

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

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.

Divestment How consumers dispose of the packaging or product after use Options include: Disposal Remarketing or reselling Recycling Consumers’ environmental concerns about divestment may affect product choice Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Divestment Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved. 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: Disposal Remarketing or reselling Recycling Consumers’ environmental concerns about divestment may affect product choice Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Contoh Memilih Ultralight Laptop Computer Dell Latitude C400 Compaq Evo N200 Toshiba Libretto L

Decision Rule Conjunctive 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 alternatif 2 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 penting 2 = Tidak penting 3 = Netral 4 = Penting 5 = Sangat penting Bagaimana pendapat Anda tentang kecepatan komputer laptop merk Dell? 1 = Sangat lambat 2 = lambat 3 = Netral 4 = Cepat 5 = Sangat cepat