CONSUMER DECISION MAKING

CONSUMER DECISION MAKING

Consumer decisions to buy or not buy a product or service is an important moment for marketers. This decision can mark whether or not a marketing strategy has been quite sensible, knowledgeable, and effective, or if poorly planned or mistakenly set the target. The decision is the selection of two or more alternative choice.

Experimental consumer research reveals that provides choices for consumers when in fact none of the options, can be an appropriate business strategy, this strategy can increase sales in a number of very large.

CONSUMER DECISION LEVEL
There are three levels of specific consumer decision making, namely:

Extensive problem solving, consumers need information to establish a useful set of criteria for assessing certain brands and a lot of relevant information about each brand that will be considered.
Solving problems is limited, consumers tetal establish basic criteria for assessing product categories and different brands in that category.
Behavior as a routine response, consumers have memepunyai some experience about product categories and a series of well defined criteria to assess the various brands they are considering.

DECISION MODEL: FOUR VIEWS ON CONSUMER DECISION MAKING
Theories of consumer decision making varies, depending on the assumptions of researchers about human nature. There are four views of consumer decision making:

View of the economy, consumers are often regarded as a rational decision maker.
Passive outlook, describes consumers as people who are basically subject to the self serving interests and promotional efforts of marketers. The consumer is considered as an impulsive buyer and irrational.
Cognitive views, described the economic outlook among the consumer is passive and extreme views, which do not (or can not) obtain an absolute knowledge of all the alternative products available and are therefore unable to take the perfect decision, but are actively seeking information and trying to take a satisfactory decision.
Emotional outlook, emotional decisions or impulsive (impulse indulge).

CONSUMER DECISION MAKING MODEL
Models in the decision making has three main components namely:

Inputs (inputs), this component has a variety of outside influences that serve as sources of information about particular products and affect the values, attitudes and consumer behavior associated with the product. Foremost in this input factor is the various activities of the marketing mix and socio-cultural influences outside marketing.
Process, this component relates to how consumers make decisions. Measures of consumer decision-making consists of three stages, namely: (a) Introduction of needs, (b) research before purchasing, and (c) assessment of various alternatives. Factors that can increase information search prior to purchase, namely: (a) product factors (length of time between purchases, changes in product model, price changes, the number of purchases, high prices, many alternative brands, various kinds of privilege), (b) Factors situations (experience, socially acceptable, considerations related to the value), and (c) factor product (consumer demographic characteristics, personality). Various issues in evaluating the alternatives, namely: (a) The series of brands that interests you, referring to specific brands that consumers consider in making purchases in certain product categories, (b) Criteria Used for Evaluating Brand, is a series of brands that they're interested in are usually expressed in terms of product attributes are important, (c) Consumer Desicion Rules, the procedures used by consumers to facilitate the selection of brands, (d) Lifestyles as A Consumer Decision Strategies, an effect on the various specific behaviors of everyday consumers. (E) Incomplete Information and Noncomparable Alternatives, in many situations consumers face the choice of incomplete information sebagaid Asar decisions and should use alternative strategies to address the missing elements, (e) Series of Decisions (A series of decisions), in a purchase could include a number of decisions. (F) Rules of Decision Making and Marketing Strategies, an understanding of the rules of decision which will be used consumers in choosing a particular product or service is very useful for marketers who are concerned to formulate a program of promotion, (g) Vision Consumption, as a picture of the unorthodox decision, but probably accurate in this situation the lack of consumer experience and not an issue terstrukturnya well, or in situations covered deep emotion.
Output (output), this component involves two post-purchase activities are closely related: purchase behavior and post-purchase assessments. The purpose of these two activities is to increase customer satisfaction with purchase.

CONSUMER BEHAVIOR FOR GIFT GIVING
Reward behavior was defined as the process of gift exchange between giver and receiver. The process of exchanging gifts is an important part of consumer behavior. There are five types of gift-giving and receiving of gifts, namely:

Gift-giving between groups (a group to give gifts to other groups),
Gift-giving between categories (an individual gives gifts to a group or a group to give gifts to an individual),
Giving a gift in the group (a group to give a gift to himself or kepad its members),
Gift-giving between individuals (an individual giving a gift to another individual), and
Giving out awards to himself (a gift for yourself).

THINGS OUTSIDE THE DECISION: CONSUMES AND HAVE
Consumer behavior is not only making a purchase decision or act of purchase, it also includes a variety of experiences associated with the use or consumption of various products and services. Experience using the product and services as well as feelings of pleasure that berasaldari possess, collect or consume the goods and a variety of experiences contribute to customer satisfaction and quality of life overall.

Based on relationship marketing becomes so important because consumers are less loyal now than the past, this is due to six major forces: the abundance of choice, availability of information, feeling entitled, pengkomoditian, ketidakkokohan (lower fidelity consumer financial problems) and lack of time (not enough time to faithful).

Marketing based on consumer decisions and the relationship affects their consumption satisfaction. Marketing based on relationships are the things that relate to building trust and holds the promise made by the consumer. In this case used to develop long-term ties with customers by making them feel special and provide a variety of special services to them.