Bagaimana Cara Konsumen Mengambil Keputusan | Proses Pengambilan Keputusan Konsumen | Part 1

Summary

The video explains the consumer decision-making process, focusing on how internal and external factors influence consumer behavior. It discusses three types of decision-making: routine purchases, limited problem solving, and extensive problem solving, each characterized by different levels of thought and risk. The video also highlights the role of brain systems in quick vs. deliberate decision-making, exploring how consumers weigh factors like familiarity, risk, personal values, and trends when making purchasing decisions. The video is the first in a two-part series, with further discussion on internal decision-making factors.

Takeaways

• 🛍️ Consumers face various choices, influenced by logical, systematic, or impulsive thoughts during decision-making.
• 🔄 There are three types of consumer decisions: routine purchases, limited problem-solving, and extensive problem-solving.
• ⚡ Routine purchases are repetitive, low-risk decisions made quickly without much thought, such as buying sugar.
• 🧠 Neuroscience explains that our brains use 'System 1' for quick decisions and 'System 2' for more deliberate, slow thinking.
• 🧩 Limited problem-solving involves more thought, often for non-routine purchases, such as buying clothes, which require evaluation of factors like fit and style.
• 💸 Extensive problem-solving occurs when purchasing high-value items like cars or homes, requiring thorough research and deliberation.
• ⚖️ The decision-making process starts with recognizing a problem or need, which motivates the consumer to find a solution.
• 🚪 External factors like sales promotions, dissatisfaction with current products, or life changes can trigger new purchasing decisions.
• ⏳ Switching costs, both monetary and time-related, often influence whether consumers stay with a brand or switch to a new one.
• 👗 Trends, lifestyle changes, and technological advancements can create new needs or desires, pushing consumers to make purchases they didn’t previously consider.

Q & A

What are the three types of consumer decision-making processes discussed in the script?

The three types of consumer decision-making processes discussed are routine response behavior, limited problem solving, and extensive problem solving.

How does the brain's system one and system two relate to routine response behavior?

The brain's system one, which is fast thinking, is associated with routine response behavior. It involves quick decisions based on previous experiences and habits, often without much conscious thought.

What is the role of 'deliberation' in the limited problem-solving process?

Deliberation is a process that requires more consideration than routine decision-making but is not as extensive as the third type of decision-making. It involves a moderate amount of time and thought, typically for purchases that are not made frequently and have moderate economic value and risk.

Why do stores often allow customers to try on clothes before purchasing?

Stores allow customers to try on clothes to reduce the risk perception associated with the purchase. This helps in ensuring that the customer feels confident about the fit, style, and overall suitability of the garment.

What is the significance of 'problem recognition' in the consumer decision-making process?

Problem recognition is the first step in the consumer decision-making process where an individual becomes aware of a need or desire that is not currently being satisfied. This awareness initiates the decision-making process.

What are 'switching costs' and how do they influence consumer decision-making?

Switching costs are the costs, not just monetary but also in terms of time and effort, associated with changing from one product, service, or brand to another. They can influence consumer decision-making by making the idea of switching less attractive due to the perceived or actual effort and resources required.

How do financial changes act as a trigger for problem recognition in consumer decision-making?

Financial changes, such as an increase or decrease in income or asset value, can act as triggers for problem recognition. For example, a financial windfall might prompt a consumer to consider purchases they previously could not afford, thus recognizing a new need or desire.

What is the impact of functionality on consumer decision-making, as discussed in the script?

Functionality impacts consumer decision-making by creating a desire for an upgrade when the features or functions of the product or service currently used are limited compared to available alternatives.

How do trends and fashion influence the consumer decision-making process?

Trends and fashion can influence consumer decision-making by creating a sense of urgency or desire to own or consume items that are currently popular. This can lead to a 'bandwagon effect' where consumers want to follow the trend to avoid missing out.

What is the role of lifestyle changes in the problem recognition phase of consumer decision-making?

Lifestyle changes can lead to new realizations of needs that were not previously recognized. For example, a diagnosis of a health condition like diabetes might lead to the recognition of a need for diet-specific products.

How does the script suggest consumers can reduce the risk associated with purchasing decisions?

The script suggests that consumers can reduce the risk associated with purchasing decisions by gathering as much information as possible, comparing options, and considering factors such as discounts and fitting the product or service to their personal image and needs.