Organisational Buying Behavior Pertemuan 16

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Organisational Buying Behavior Pertemuan 16
Matakuliah J0384 Perilaku Konsumen Tahun
Ganjil 2007/2008
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BUYING DECISION PROCESS
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BUYING DECISION PROCESS

• Cognitive dissonance a buyers doubts shortly
  after a purchase about whether it was the right
  decision.

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BUYING DECISION PROCESS
Depends on Purchase Experience/Knowledge, Ease of
Obtaining Information, Purchase Risk, Level of
Purchase Involvement, and other Cultural, Social,
Personal, Personality Factors
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BUYING DECISION PROCESS
Depends on Purchase Experience/Knowledge,
Purchase Risk, Level of Purchase Involvement, and
a Variety of Social Personality Factors
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BUYING DECISION PROCESS
Consumer satisfaction is a function of consumer
expectations and perceived product performance.
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THE BUSINESS BUYING PROCESS
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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.

• Buying Center Members
• Users
• Deciders
• Influencers
• Buyers
• Gatekeepers

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MAJOR TYPES OF BUYING SITUATIONS