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CONSUMER BEHAVIOR

CONSUMER BEHAVIOR. Pendahuluan. Consumer Behavior. . . . Suatu studi tentang pembelian unit-unit dan proses pertukaran yang melibatkan bagaimana cara mendapatkan, mengkonsumsi dan mengabaikan barang, jasa, pengalaman dan gagasan. Three Research Perspectives on Consumer Behavior.

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CONSUMER BEHAVIOR

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  1. CONSUMER BEHAVIOR Pendahuluan

  2. Consumer Behavior . . . . . . Suatu studi tentang pembelian unit-unit dan proses pertukaran yang melibatkan bagaimana cara mendapatkan, mengkonsumsi dan mengabaikan barang, jasa, pengalaman dan gagasan

  3. Three Research Perspectives on Consumer Behavior • The Decision-Making Perspective • The Experiential Perspective • The Behavioral Influence Perspective

  4. . . . proposes that buying results from consumers perceiving that they have a problem and then they move through a series of rational steps to solve the problem Problem Recognition Search Alternative Evaluation Choice Postacquistion Evaluation The Decision-Making Perspective . . . Generic Decision Model

  5. The Experiential Perspective. . . . proposes that in some instances buying results from the consumer’s need for fun, to create fantasies, obtain emotions, and feelings. Frequently uses interpretative research methods.

  6. The Behavioral Influence Perspective . . . . . . assumes that strong environmental forces propel consumers to make purchases without necessarily first developing strong feelings or beliefs about the product.

  7. Exchange Processes and Consumer Behavior • Exchange is the process that involves the “transfer of something tangible or intangible, actual or symbolic, between two or more social actors.”

  8. Prerequisites for Exchange: • Two or more parties must be present • Each party has something of value to the other • Each party is capable of communication and delivery • Each party must be free to accept or reject the other's offer • Each party must believe that it is appropriate or desirable to deal with the other

  9. Goods Service Money Information Feelings Elements of ExchangeSix Types of Resources Are Exchanged:

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