MM 650 ANALISIS PERILAKU

KONSUMEN DAN ORGANISASI

ASSAEL, 2014

A MODEL OF CONSUMER BEHAVIOR

FEEDBACK TO CONSUMER:
- Post purchase evaluation
- Development of marketing strategies
THE INDIVIDUAL
CONSUMER
CONSUMER
DECISION
MAKING

CONSUMER
RESPONSE

ENVIRONMENTAL
INFLUENCES

Source: Assael (2004)

FEEDBACK TO ENVIRONMENT:
- Word-of-mouth communication
- Development of marketing strategies
ASSAEL, 2014

CONSUMER DECISION MAKING

COMPLEX

DECISION MAKING: PURCHASE AND CONSUMPTION

LEARNING, HABIT, AND BRAND LOYALTY

LOW INVOLVEMENT CONSUMER DECISION MAKING

SITUATIONAL INFLUENCES IN DECISION MAKING
CONSUMER DECISION-MAKING AND DIFFUSION OF
INNOVATION

ASSAEL, 2014

CONSUMER DECISION MAKING

IT IS NOT A SINGLE PROCESS!

ASSAEL, 2014

CONDITIONS FOR COMPLEX DECISION MAKING

HIGH-PRICED

PRODUCTS

PRODUCT ASSOCIATED WITH PERFORMANCE RISKS

COMPLEX PRODUCTS
PRODUCTS ASSOCIATED WITH ONES EGO

ASSAEL, 2014

FIVE PHASES IN THE DECISION PROCESS

1. PROBLEM RECOGNITION
2. SEARCH FOR INFORMATION

3. EVALUATION OF ALTERNATIVES
4. CHOICE
5. OUTCOME OF THE CHOICE

ASSAEL, 2014

A BASIC MODEL OF COMPLEX DECISION MAKING

Need Arousal

Consumer
Information
Processing

Brand
Evaluation

Purchase

Postpurchase
Evaluation

ASSAEL, 2014

Need Arousal

Consumer
Information
Processing

Brand
Evaluation

Purchase

Postpurchase
Evaluation

A disparity between a consumers current situation and some

desired goal (e.g., need for a more economical means of
transportation, desire for more stylish clothing).
Such a disparity produces a motivation to act.

Need recognition shapes the benefit consumers seek in a

brand and brand attitudes.
Desired benefits and brand attitudes determine the consumer
psychological set; that is, the mindset of the consumer toward
various brands prior to seeking and processing information.
ASSAEL, 2014

NEED AROUSAL
Internal (Consumers
past experiences,
characteristics, motives.
External (Environmental
influences, past
marketing stimuli.

Input Variable

Need
Recognition
Current Situation
Motivation to Act
Desired Goal

Benefit Sought
Brand Attitudes

Consumers
Psychological Set

ASSAEL, 2014

MASLOWS THEORY - A HIERARCHY OF NEEDS

Maslows theory of human needs
A need is a physiological or psychological deficiency a person
feels compelled to satisfy.
Need levels
Physiological
Safety
Social
Esteem
Self-actualization
ASSAEL, 2014

ASSAEL, 2014

UTILITARIAN VS HEDONIC NEEDS

UTILITARIAN NEEDS seek to achieve some practical benefit such as
a durable car, an economical computer, or warm clothing
EMOTIONAL CRITERIA

HEDONIC NEEDS seek to achieve pleasure from a product

UTILITARIAN CRITERIA

ASSAEL, 2014

THE CONSUMERS PSYCHOLOGICAL SET

His or her state of mind at the time needs are
recognized and motives are aroused.
In the context of consumer decision making, the
consumers psychological set is directed to brand, product,
or store evaluation.
Two components of consumers psychological set:
Benefits Sought and Brand Attitudes.
ASSAEL, 2014

THE CONSUMERS PSYCHOLOGICAL SET

Benefit Criteria The factors consumers consider
important in deciding on one brand or another.
Brand Attitudes consumers predisposition to evaluate a
brand favorably or unfavorably.

ASSAEL, 2014

BENEFITS SOUGHT
Needs

Motivation

Utilitarian:
Adequate
Transportation

Drive to act to
meet needs

Hedonic:
Pleasure in
Driving

Drive to act to
meet needs

Benefits
Sought
Economy

Goal Objects

Good feeling
behind wheel.

Purring engine
Smell of the car
Smooth ride

Gas mileage
Service costs
Sticker price

ASSAEL, 2014

THREE COMPONENTS OF BRAND ATTITUDES

Beliefs about brands

Evaluation of brands

Tendency to act
ASSAEL, 2014

A HIERARCHY EFFECTS
The sequence of stages consumers go through in
purchasing, a sequence involving thinking (beliefs), feelings
(evaluations), and actions (the intention to buy the brand).

ASSAEL, 2014

CONSUMER INFORMATION SEARCH AND PROCESSING

Search for
Additional
Information

Need
Arousal

Stimulus
Exposure

Selectivity

Perception
of Stimuli

Memory
ASSAEL, 2014

CONSUMER INFORMATION SEARCH AND PROCESSING

STIMULUS EXPOSURE A selective process that is
directed by the need to reinforce existing brand attitudes
and perceptions and to seek additional information.
PERCEPTION OF STIMULI The process by which
consumers select, organize, and interpret stimuli to make
sense of them.

ASSAEL, 2014

PERCEPTION
Conform to consumers past experiences.
Conform to consumers current beliefs about a brand.
are not too complex.

are believable.
Relate to a set of current needs.
Do not produce excessive fears and anxieties.
ASSAEL, 2014

MEMORY
Retained information is stored in consumers memory.
Memory consists of past information and experiences.

ASSAEL, 2014

SEARCH FOR ADDITIONAL INFORMATION

Such a search is most likely when consumers:
are highly involved with the product.
Believe that alternative brands being considered are
inadequate.
Have sufficient information about the brands under
consideration.
Receive information from friends or media sources that
conflicts with past experiences and current information
ASSAEL, 2014

INVOLVEMENT AND INFORMATION PROCESSING

Greater involvement tends to encourage more
information search!
The Limits of Information Search:
Extensive information search occurs only when
consumer considers the additional information
collected worth the cost of obtaining it.
ASSAEL, 2014

BRAND EVALUATION

Need Arousal

Consumer
Information
Processing

Benefit
Association:
- Define benefits
- Establish
priority of
benefits
- Evaluate each
brand

Expected
Satisfaction
- Arrive at
expected
satisfaction for
each brand
based on benefit
association

ASSAEL, 2014

COMPENSATORY VS NON COMPENSATORY

METHOD OF EVALUATION
COMPENSATORY METHOD Consumers evaluate each
brand across all benefit criteria.
NONCOMPENSATORY METHOD Consumers evaluate
brands one criterion at a time across all brands.

ASSAEL, 2014

PURCHASE AND POST PURCHASE EVALUATION

Need
Arousal

Consumer
Information
Processing

Brand
Evaluation

FEEDBACK

Postpurchase
Evaluation

Purchase

Instrumental
Action

Intention to
Buy

No
Purchase
ASSAEL, 2014

THE REASON FOR DELAYING A DECISION

1. Are too busy to devote time to the decision.
2. Do not like shopping for the item.

3. Are concerned that the purchase may make other people think
less well of them (social risk).
4. Are concerned that they might have made the wrong decision or
that the product might not work (ego and performance risk).
5. Need for information about the item.

6. Believe that the products price may soon decrease or that a

better item may soon become available.

ASSAEL, 2014

PURCHASING VS CONSUMING
1. The product may be purchased by one person and
consumed by another. The consumer, not the purchaser,
determines product satisfaction.
2. The purchase depends on consumer expectations of the
degree to which brands are likely to satisfy needs.
Consumption determines whether these expectations are
confirmed.

3. A consumers post purchase evaluation determines

whether the brand is likely to be repurchased.

ASSAEL, 2014

SATISFACTION VS DISSATISFACTION
Satisfaction occurs when consumer expectation
are met or exceeded and the purchase
decision is reinforced.
Dissatisfaction results when consumer
expectations are not met Disconfirmation of
Expectations
ASSAEL, 2014

POST PURCHASE DISSONANCE

Conflict resulting from to contradictory beliefs.

The tendency is to reduce doubt by confirming the

purchase.

ASSAEL, 2014

THE WAYS TO REDUCE PURCHASE DISSONANCE

Ignoring the dissonant information.
Selectively interpreting the information.
Lowering the level of expectations.

Seeking positive information about the brand.

Convincing others you made a good choice, and in
doing so convincing yourself.
ASSAEL, 2014

A MODEL OF STORE CHOICE

Need Arousal
Purchasing
needs
Shopping
needs

Information
Processing

Brand
Evaluation
Store
Attributes
* Store
Image

FEEDBACK
Post purchase
evaluation

Store Choice

ASSAEL, 2014

STORE CHOICE AND BRAND CHOICE

Store choice is more likely to influence brand choice when:
1. Store loyalty is high.
2. Brand loyalty is low.

3. Brand information is inadequate.

ASSAEL, 2014

CONSUMER LEARNING, HABIT, AND

BRAND LOYALTY
ASSAEL, 2014

CONSUMER LEARNING
LEARNING A change in behavior occurring as a result of
past experience.

ASSAEL, 2014

TYPES OF LEARNING THEORIES

Learning
Theories

Behaviorist

Classical
Conditioning

Cognitive

Instrumental
Conditioning
ASSAEL, 2014

THE BEHAVIORIST SCHOOL

The behaviorist school is concerned with observing
changes in an individuals responses as a result of
exposure to stimuli.
Behaviorist psychologists have developed two types of
learning theories: Classical Conditioning and Instrumental
Conditioning.
ASSAEL, 2014

THE BEHAVIORIST SCHOOL

Classical Conditioning views behavior as the result of a
close association (contiguity) between a primary
stimulus(social success) and a secondary stimulus (a brand
of toothpaste, deodorant etc).
Instrumental Conditioning views behavior as a function
of the consumers assessment of the degree to which
purchase behavior leads to satisfaction.
ASSAEL, 2014

CLASSICAL CONDITIONING
Unconditioned
Stimulus

Unconditioned
Response

Conditioned
Stimulus

Conditioned
Response

Emphasis on association through repetition and contiguity

ASSAEL, 2014

INSTRUMENTAL CONDITIONING
Behavior

Increase or Decrease
in probability of
response

Reward or
Punishment
Emphasis on Reinforcement; dependence of outcome on learners actions

ASSAEL, 2014

THE COGNITIVE SCHOOLS

The cognitive schools views learning as problem solving
and focuses on changes in the consumers psychological set
(the consumers attitudes and desired benefits).
Cognitive learning is a process of perceiving stimuli,
associating stimuli to needs, evaluating alternative brands,
assessing whether products meet expectations.
ASSAEL, 2014

COGNITIVE LEARNING THEORY

Goal

Purposive
Behavior

Insight

Emphasis on Problem solving; understanding relationship

Goal
Achievement

ASSAEL, 2014

RELEVANCE OF THE COGNITIVE VERSUS

BEHAVIORIST PERSPECTIVE
The behaviorist approach places little emphasis on thought processes and
consumer attitudes, it might be most relevant when the consumers cognitive
activity is minimal The consumer is not involved with the product.

Instrumental conditioning perspective consumers in a passive, uninvolved

state may be more receptive to buy what they purchased before as long as it
is reasonably satisfactory.
Classical conditioning perspective It is applied to low-involvement
purchasing behavior.
Cognitive learning perspective It is more relevant for important and
involving products.
ASSAEL, 2014

ASSAEL, 2014