KUMPULAN ARTIKEL BAHASA INGGRIS EKONOMI 2013

CONSUMER DECISION

Consumer's decision to buy or not buy a product or service is an important time for marketers . This decision marks one marketing strategy has been quite thoughtful , insightful, and effective , or whether the planned poorly or wrongly set goals . Decision is the selection of two or more alternative options .

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

DECISION OF CONSUMER LEVEL

There are three levels of specific consumer decision-making , namely :

Extensive problem solving , consumers need a variety of information to establish a set of criteria useful to evaluate certain brands and a lot of relevant information about each brand that will be considered . Limited problem solving , consumers tetal establish basic criteria for assessing the various product categories and brands in that category . Behavior as a routine response , consumers have some thoughts regarding the product categories and a series of well-defined criteria for assessing the different brands they are considering .

DECISION MODEL : FOUR VIEWS ON CONSUMER DECISION

Theories of consumer decision making varies , depending on the assumptions researchers regarding human nature . There are four views on consumer decision-making :

Economic outlook , consumers are often regarded as rational decision makers . Passive view , describing consumers as people who are basically subject to the self-serving interests and promotional efforts of marketers . The consumer is considered as impulsive buyers and irrational Cognitive view , describing the economic outlook among consumers are passive and extreme views , which do not ( or can not ) obtain absolute knowledge about all the alternative products available and therefore can not take a perfect decision , but are actively looking for information and trying to take satisfactory decision .

Emotional outlook , taking an emotional or impulsive decisions ( indulge in impulse ) .

CONSUMER DECISION MODEL

Models in decision making has three main components: Input ( input ) , these components have various external influences that act as sources of information about a particular product and influence the values ​​, attitudes and behaviors related to consumer products . The main input factors are the various activities of the marketing mix and sociocultural influences outside marketing . Process , these components relate to the way consumers make decisions . Consumer decision-making action consists of three phases , namely : ( a) Introduction of needs , ( b ) research before the purchase , and ( c ) Assessment of alternatives . The factors that can improve information retrieval prior to purchase , namely : ( a) product factors ( length of time between the purchase , product model changes , changes in price , the number of purchases , the prices were high , many alternative brands , a wide range of privileges ) , ( b ) factors situations ( experience , socially acceptable , considerations related to the value ) , and ( c ) factor products ( consumer demographic characteristics , personality ) . Various issues in evaluating alternatives , namely : ( a) The series of brands that are of interest , refer to specific brands that consumers consider in making a purchase in a particular product category , ( b ) Criteria Used to Evaluate Brand , is a series of brands that they are interested in are usually expressed in terms of the properties of the product are important , ( c ) consumer desicion Rules , is a procedure used by consumers to facilitate the selection of brands , ( d ) Lifestyle as a consumer decision Strategies , an effect on a variety of specific behaviors everyday consumers . ( e ) Incomplete Information and noncomparable Alternatives, in many situations the choice of the consumer face of incomplete information sebagaid asr decisions and should use a variety of alternative strategies to cope with missing elements , ( e ) Series of Decisions ( Decision series ) , in a purchases may include a number of decisions . ( f ) Rules of Decision Making and Marketing Strategies , an understanding of the rules which the decision to use the consumer in choosing a particular product or service is very useful for marketers who are concerned to formulate a promotional program , ( g ) Vision consumption , as the picture unorthodox decision , but it may very well be accurate in situation of lack of consumer experience and not an issue with well structured , and in situations in which emotions overwhelmed . Output ( output ) , this component involves two activities are closely related to post- purchase : purchase behavior and post- purchase valuation . The purpose of these two activities is to increase customer satisfaction with the purchase .

CONSUMER BEHAVIOR FOR GIFT GIVING

Reward behavior is defined as the process of gift exchange that occurs between the giver and the 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 a gift to another group ) ,

Gift-giving between categories ( an individual giving a gift to a group or a group giving a gift to an individual ) , Gift-giving in the group ( a group to give a gift to himself or members ) ,
Giving gifts between individuals ( an individual giving a gift to another individual ) , and
 Awarding prizes to yourself ( a gift to yourself ) .

THINGS OUTSIDE THE DECISION : EAT AND HAVE

Consumer behavior is not only making purchasing decisions or actions buy , it also includes a variety of experiences associated with the use or consumption of various products and services . Experience using the products and services as well as feelings of pleasure that possess, collect or consume goods and experiences to contribute to customer satisfaction and overall quality of life .

Marketing based on relationship became so important because today's consumers are less loyal than in the past , this is due to the six main strengths : an abundance of choice , availability of information , feeling entitled , ( lower fidelity consumer financial issues ) and lack of time ( not enough time to faithful ) .

Marketing based on relationship satisfaction affect consumer decisions and their consumption . Relationship marketing is based on matters relating to building trust and holds the promise made by the consumer . In this case is used to develop long-term ties with its customers by making them feel special and provide a variety of specialized services to them .

loading...