1. Organisational Buying Behavior Pertemuan 16
Matakuliah : J0384 – Perilaku Konsumen
Tahun : Ganjil 2007/2008
Organisational Buying Behavior Pertemuan 16

2. BUYING DECISION PROCESS
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3. BUYING DECISION PROCESS
Cognitive dissonance: a buyer’s doubts shortly after a purchase about whether it was the right decision.
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4. BUYING DECISION PROCESS
Consumers May Use Careful Calculations & Logical Thinking
Consumers May Buy on Impulse and Rely on Intuition
Consumers May Make Buying Decisions on Their Own
Consumer May Make Decisions After Talking With Others
Depends on Purchase Experience/Knowledge, Ease of Obtaining Information, Purchase Risk, Level of Purchase Involvement, and other Cultural, Social, Personal, & Personality Factors
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5. BUYING DECISION PROCESS
Consumers May Use Careful Calculations & Logical Thinking
Consumers May Buy on Impulse and Rely on Intuition
Consumers May Make Buying Decisions on Their Own
Consumer May Make Decisions After Talking With Others
Depends on Purchase Experience/Knowledge, Purchase Risk, Level of Purchase Involvement, and a Variety of Social & Personality Factors
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6. BUYING DECISION PROCESS
Consumer satisfaction is a function of consumer expectations and perceived product performance.
Performance < Expectations Disappointment
Performance = Expectations Satisfaction
Performance > Expectations Delight
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7. THE BUSINESS BUYING PROCESS
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8. PARTICIPANTS IN THE BUSINESS BUYING PROCESS
Decision-making unit of a buying organization is called its buying center.
Not a fixed and formally identified unit.
Membership will vary for different products and buying situations.
Buying Center Members:
Users
Deciders
Influencers
Buyers
Gatekeepers
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9. MAJOR TYPES OF BUYING SITUATIONS
The buyer routinely reorders
something without any
modifications.
Straight Rebuy
Modified Rebuy
New Task
The buyer wants to modify
product specifications,
prices, terms, or suppliers.
The buyer purchases a
product or service for the
first time.
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