pembuatan keputusan konsumen
Consumer Decision Making
Chapter 16
Decision : The selection of an option from two or more alternative choices.
Levels of Consumer Decision Making :
Extensive Problem Solving
Consumer have no estabilished criteria for evaluating a product category or specific brands in that category or have not narrowed the number of brands they will consider to a small, manageable subset.
Limited Problem Solving
Consumer already have estabilished the basic criteria for evaluating the product category and the various brands in the category.
Routinized Response Behavior
Consumer have some experience with the product category and a well estabilished set of the criteria with wich to evaluate the brands they are considering.
Models of Consumer : Four Views of Consumer Decision Making :
An Economic View
To behave rationally in the economic sense, a consumer would have to :
Be aware of all available products alternatives.
Be capable of correctly ranking each alternatives in terms of its benefits and disadvantages.
Be able to identify one best alternative.
A Passive View
Consumer are perceived as impulsive and irrational purchasers, ready to yield to the aims and arms marketers.
Fails to recognize that the consumers plays an equal, if not dominant, role in many buying situations.
A Cognitive View
- Consumers are viewed as informational processors.
An Emotional View
Moods are also important to decision making because it impacts on when consumers shop, where they shop, and whether they shop alone or with others.
A Model of Consumer Decision Making
Input
Marketing Inputs
Sociocultural Inputs
Process
Need Recognition : occur when consumer is faced with a “problem”.
Prepurchase Search : begins when a consumer perceives a need that might be satisfied by the purchase and consumption of a product.
Evaluation of Alternatives :
Evoked Set : refers to the specific brands a consumer consider in making a purchase within a particular product category.
Inept Set : which consist of brands the consumer excludes from purchase consideration because they are felt to be unacceptable.
Inert Set : which cocsist of brands the consumer is indifferent toward because they are perceived as not having any particular advantages.
Criteria used for evaluating brands
Consumer decision rules : often referred to as heuristics, decision strategies, and information-processing strategies, are procedures used by consumer to facilitate brand choices.
Compensatory : a consumer evaluates brands
Output
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MKT 447
CONSUMER BEHAVIOR
Iowa State University
Extensive Problem Solving
Consumers buy something infrequently and have no established criteria for evaluating them (purchasing a diamond)
Routinized Response Behavior
Consumers have experience with over-the-counter pain relievers and do not need to establish the criteria for evaluating them
Marketing different versions of a product under the same brand
Consumers have already established the basic criteria for evaluating a product or service but still need additional information to understand the differences among brands
occurs when a consumer is faced with a "problem" 2 types: actual state- perceive that they have a problem when a product fails to perform satisfactorily (ex: a cordless phone that develops constant static) or desired state-the desire for something new may trigger the decision process
begins when a consumer perceives a need that might be satisfied by the purchase and consumption of a product
number of alternatives and amount of information available for each alternative
the presentation, format, and content
the amount of time the consumer has to decide
Evoked Set (Consideration set)
refers to the specific brands (or models) a consumer considers in making a purchase within a particular product category
consists of brands (or models) that the consumer excludes from purchase consideration because they are unacceptable or seen as inferior
Consists of brands (or models) the consumer is indifferent toward because they are perceived as not having any particular advantages
Compensatory decision rules
come into play when a consumer evaluates brand or model options in terms of each relevant attribute and computes a weighted or summated score for each brand
Noncompensatory decision rules
do not allow consumers to balance positive evaluations of a brand on one attribute against a negative evaluation on some other attribute
Conjunctive decision rule
the consumer establishes a separate, minimally acceptable level as a cutoff point for each attribute
Lexicographic decision rule
the consumer first ranks the attributes in terms of perceived relevance or importance
those ho look for ways to save on brands and products they would buy anyway
Bottom-line price shoppers
those who buy the lowest-priced item with little or no regard for brand
those who use coupons or sales to decide among brands and products that fall within their evoked set
Those who look for the best bargain and are not brand loyal
Affect Referral decision rule
the consumer selects the brand with the highest perceived overall rating. This type of synthesized decision rule represents the simplest of all rules
When a new brand in an established product category is found by trial to be more satisfactory or better than other brands, consumers are likely to repeat the purchase
Positive disconfirmation of expectations
occurs when the product's performance exceeds expectations and the consumer is satisfied
Negative disconfirmation of expectations
occurs when performance is below expectations and the consumer is dissatisfied
Occurs when consumers try to reassure themselves that they made wise choices
gift exchange that takes place between a giver and a recipient
occurs whenever one group exchanges gifts with another group (such as one family with another)
takes place when either an individual is giving a gift to a group or a group is giving an individual a gift
characterized by the sentiment "we gave this to ourselves" a group gives a gift to itself or it's members
extends to gifting, as subjects with this trait considered a wider range of product categories when buying gifts for others
the macro process by which the acceptance of an innovation takes place among members of a social system overtime
new product, model, or service
The Channels of Communication
Informal or formal, impersonal or personal groups
Innovation adoption process
micro process that focuses on the stages through which an individual consumer passes when deciding to accept or reject a new project
represents any item that the consumer perceives as new
has the least disruptive influence on established behavior
Dynamically continuous innovation
somewhat more disruptive than a continuous innovation but still does not alter established behavior
requires consumers to adopt new behavior
the degree to which potential customers perceive a new product as superior to existing substitutes
degree to which potential consumers feel a new product is consistent with their present needs, values, and practices
degree to which a new product is difficult to understand or use-affects product acceptance
refers to the degree to which a new product can be tried on a limited basis
Observability (Communicability)
is the ease with which a product's benefits or attributes can be observed, imagined, or described to potential consumers