consumer decision making. levels of consumer decision making extensive problem solving limited...
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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
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
MEMORY
Need Recognition
Consumer Decision Process ModelNeed Recognition
Search for Information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
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
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 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
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
MEMORY
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.
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
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 ModelNeed 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.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Pre-purchase Evaluation of Alternatives
SearchInternal
Search
MEMORY
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.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Pre-purchase Evaluation of Alternatives
SearchInternal
Search
MEMORY
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.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Pre-purchase Evaluation of Alternatives
SearchInternal
Search
MEMORY
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.
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
MEMORY
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 evaluationBlackwell, 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:DisposalRemarketing or resellingRecycling
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:DisposalRemarketing or resellingRecycling
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 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