Consumer's decision to buy or not buy a product or service is an important time for
marketers. This decision marks one marketing strategy has been quite
thoughtful, insightful, and effective, or whether the planned poorly or wrongly
set goals. Decision is the selection of two or
more alternative options.
Experimental consumer
research reveals that provides an option for consumers when in fact none of the
options, can be the right business strategy, the strategy is to increase sales
in a very large number.
DECISION OF CONSUMER
There are three levels of specific consumer decision-making, namely:
There are three levels of specific consumer decision-making, namely:
1. Extensive problem
solving, consumers need a variety of information to establish a set of criteria
useful to evaluate certain brands and a lot of relevant information about each
brand that will be considered.
2. Limited problem
solving, consumers have establish basic criteria for
assessing the various product categories and brands in that category.
3. Behavior as a
routine response, consumers have had some experience of the product categories
and a series of well-defined criteria for assessing the different brands they are considering.
DECISION MODEL: FOUR
VIEWS ON CONSUMER DECISION
Theories of consumer decision making varies, depending on the assumptions researchers regarding human nature. There are four views on consumer decision-making:
1. Economic outlook, consumers are often regarded as rational decision makers.
Theories of consumer decision making varies, depending on the assumptions researchers regarding human nature. There are four views on consumer decision-making:
1. Economic outlook, consumers are often regarded as rational decision makers.
2. Passive view,
describing consumers as people who are basically subject to the self-serving
interests and promotional efforts of marketers. The consumer is considered as
impulsive buyers and irrational.
3. Cognitive view,
describing the economic outlook among consumers are passive and extreme views,
which do not (or can not) obtain absolute knowledge about all the alternative
products available and therefore can not take a perfect decision, but are
actively looking for information and trying to take satisfactory decision.
4. Emotional outlook, taking an emotional or impulsive decisions (lower impulse).
THINGS OUTSIDE THE
DECISION
Consumer behavior is
not only making purchasing decisions or actions buy, it also includes a variety
of experiences associated with the use or consumption of various products and services. Experience
using the products and services as well as feelings of pleasure that
berasaldari possess, collect or consume goods and experiences to contribute to
customer satisfaction and overall quality of life.
Marketing based on relationship became so important because today's consumers are less loyal than in the past, this is due to the six main strengths: an abundance of choice, availability of information, feeling entitled, commodity, not solid (lower fidelity consumer financial problems) and lack of time (not enough time for the faithful).
Marketing based on relationship became so important because today's consumers are less loyal than in the past, this is due to the six main strengths: an abundance of choice, availability of information, feeling entitled, commodity, not solid (lower fidelity consumer financial problems) and lack of time (not enough time for the faithful).
CONSUMER DECISION MODEL
Models in decision making has three main components:
Models in decision making has three main components:
- Input
(input), these components have various external influences that act as
sources of information about a particular product and influence the
values, attitudes and behaviors related to consumer products. The main
input factors are the various activities of the
marketing mix and socio-cultural influences outside marketing.
- Process,
these components relate to the way consumers make decisions. Consumer
decision-making action consists of three phases, namely: (a) Introduction
of needs, (b) research before the
purchase, and (c) Assessment of alternatives.
- Output
(output), this component involves two activities are
closely related to post-purchase: purchase behavior and
post-purchase valuation. The purpose of these two activities is to
increase customer satisfaction with the purchase.
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