Matakuliah J 0384 Perilaku Konsumen Tahun

Matakuliah : J 0384 – Perilaku Konsumen Tahun : Ganjil 2007/2008 Organisational Buying Behavior - Lanjutan Pertemuan 17 Bina Nusantara

BUYING DECISION PROCESS Bina Nusantara

BUYING DECISION PROCESS • Cognitive dissonance: a buyer’s doubts shortly after a purchase about whether it was the right decision. Bina Nusantara

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 Bina Nusantara

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 Bina Nusantara

BUYING DECISION PROCESS Consumer satisfaction is a function of consumer expectations and perceived product performance. Performance < Expectations Performance = Expectations Performance > Expectations Bina Nusantara Disappointment Satisfaction Delight

THE BUSINESS BUYING PROCESS Bina Nusantara

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. Bina Nusantara • Buying Center Members: – Users – Deciders – Influencers – Buyers – Gatekeepers

MAJOR TYPES OF BUYING SITUATIONS Straight Rebuy The buyer routinely reorders something without any modifications. Modified Rebuy The buyer wants to modify product specifications, prices, terms, or suppliers. New Task The buyer purchases a product or service for the first time. Bina Nusantara

FACTOR INFLUENCING ORGANISATIONAL STYLE • Organisatinal Activities • Organisational Values • Share values and value conflicts Bina Nusantara

ORGANISATIONAL DEMOGRAPHIC • Macrosegmentation • Microsegementation Bina Nusantara

PURCHASE SITUTATION • Straight Rebuy • Modified Rebuy ORGANISATIONAL DECISION PROCESS • • Problem Recognation Information Search Evaluation and selection Purchase and decision implementation Bina Nusantara