Postpurchase Process Pertemuan 24

Matakuliah : J0384 – Perilaku KonsumenTahun : Ganjil 2007/2008

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BUYING DECISION PROCESS

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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

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PURCHASE DECISION PROCESSPURCHASE DECISION PROCESS

Post-purchase behavior: Value in consumption of user

Post-purchase behavior: Value in consumption of user

Purchase decision: Buying value

Purchase decision: Buying value

Alternative evaluation:Assessing value

Alternative evaluation:Assessing value

Information search:Seeking value

Information search:Seeking value

Problem recognition:Perceiving need

Problem recognition:Perceiving need

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HIGH VERSUS LOW INVOLVEMENT

High Involvement purchase occasions can be expensive, have serious personal

consequences,and/or reflect one’s social image.

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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.

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HIGH VERSUS LOW INVOLVEMENT

Low Involvement purchase occasions typically involve little information search or consideration of various brands, except on the basis of price.

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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.

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Marketing mix influencesMarketing mix influences• ProductProduct• PricePrice• PromotionPromotion• PlacePlace

Promotion InfluencesPromotion 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 ProcessConsumer Decision ProcessPsychologicalPsychological

InfluencesInfluences• MotivationMotivation• PersonalityPersonality• PerceptionPerception• LearningLearning• Values, beliefsValues, beliefs

and attitudeand attitude• LifestyleLifestyle

SocioculturalSocioculturalInfluencesInfluences

• PersonalPersonalinfluenceinfluence

• Reference groupsReference groups• FamilyFamily• Social classSocial class• CultureCulture• SubcultureSubculture

Influence in Cons. Decision ProcessInfluence in Cons. Decision Process

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THE CONSUMER DECISION PROCESS

SearchSearch

Alternative Alternative EvaluationEvaluation

Purchase Purchase DecisionDecision

Purchase Purchase ActAct

Problem Problem Opportunity Opportunity RecognitionRecognition

• Selection of What and Where

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THE CONSUMER DECISION PROCESS

SearchSearch

Alternative Alternative EvaluationEvaluation

Purchase Purchase DecisionDecision

Purchase Purchase ActAct

Post-Post-purchase purchase EvaluationEvaluation

Problem Problem Opportunity Opportunity RecognitionRecognition

• 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

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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)

Con

sum

er in

volv

emen

t

Consumer knowledge

High

High Low

Low