Model Perilaku Konsumen

Summary

This educational video explores the process of consumer decision-making, covering stages like problem recognition, information search, alternative evaluation, choice, and post-purchase evaluation. It delves into three key decision-making models: traditional, experiential, and behavioral influence. The traditional model contrasts high and low involvement purchases, while the experiential model emphasizes emotional and symbolic aspects of buying. The behavioral influence model highlights how environmental factors, such as store layout and lighting, affect consumer behavior. The video also includes practical tasks, such as analyzing ads, identifying types of consumer purchases, and recognizing environmental influences on decisions.

Takeaways

• 😀 Consumer decision-making involves a multi-step process, including problem recognition, information search, alternative evaluation, choice, and post-purchase evaluation.
• 😀 The goal of this lesson is to provide both traditional and modern perspectives on consumer decision-making.
• 😀 Consumer decision-making can be influenced by advertising that encourages consumers to recognize a problem (e.g., slow internet speed or health issues).
• 😀 The five stages of consumer decision-making are: problem recognition, information search, alternative evaluation, choice, and post-purchase evaluation.
• 😀 High-involvement purchases relate to expensive items or those tied to the consumer’s identity, while low-involvement purchases are usually lower-priced items with less personal significance.
• 😀 A consumer's experience with a product or brand can significantly impact their trust and attitude toward it.
• 😀 The traditional perspective on decision-making emphasizes rational information processing when making purchase decisions.
• 😀 The experiential perspective highlights that consumers often buy products for the emotions, sensations, or symbolic meanings they evoke (e.g., luxury items for social status).
• 😀 Impulse purchases, variety-seeking, and brand loyalty are types of decision-making from the experiential perspective.
• 😀 The behavioral influence perspective suggests that environmental factors, such as store layout and lighting, can subtly affect consumer behavior without changing their beliefs or feelings.
• 😀 Retailers can use environmental cues like lighting, store layout, and scents to influence consumer behavior, encouraging either a more relaxed or energetic atmosphere.

Q & A

What is the main goal of consumer decision-making?

The main goal of consumer decision-making is to identify the process consumers go through when recognizing problems, searching for solutions, evaluating alternatives, and selecting the best option among offered products.

What are the five stages of the consumer decision-making process?

The five stages of the consumer decision-making process are: 1) Problem recognition, 2) Information search, 3) Evaluation of alternatives, 4) Choice, and 5) Post-purchase evaluation.

How does advertising influence consumer decision-making?

Advertising can influence consumer decision-making by triggering problem recognition. For example, an ad might highlight issues like slow internet access or health problems, prompting consumers to take action and proceed to the next stage of decision-making.

What is the difference between high and low involvement purchases?

High involvement purchases are products that are expensive, have a significant impact on the consumer's life, or are related to their identity. Low involvement purchases are less expensive, not deeply tied to the consumer's identity, and involve less emotional or social significance.

What role does consumer experience play in decision-making?

Consumer experience plays a significant role in decision-making by shaping attitudes toward a brand. Positive experiences with a product or brand increase consumer trust and loyalty, while negative experiences can diminish trust and affect future purchasing decisions.

What is impulsive buying, and how does it relate to consumer behavior?

Impulsive buying is an unplanned purchase driven by emotions or sudden desires. It often occurs when a consumer is attracted to a product due to sensory stimuli, such as appealing advertisements or a sale.

How do environmental factors influence consumer decision-making?

Environmental factors like store layout, lighting, texture, and scent can influence consumer behavior by creating a certain atmosphere that affects how consumers feel and, ultimately, their purchasing decisions.

What are the three types of consumer purchasing behaviors based on experience?

The three types of consumer purchasing behaviors based on experience are: 1) Impulsive buying, 2) Variety-seeking buying, and 3) Brand loyalty-driven buying.

What is the difference between traditional decision-making and experience-based decision-making?

Traditional decision-making focuses on a rational approach to processing information about products, whereas experience-based decision-making emphasizes the emotional and symbolic value of products and their impact on the consumer's feelings and identity.

How does the consumer's environment affect the decision-making process?

A consumer's environment, such as lighting, store layout, and even product placement, can subtly influence their behavior by creating a specific mood or atmosphere. For example, dim lighting may encourage closer interactions, while bright lighting may energize the consumer and create a more active shopping experience.