Alternative evaluation & selection ppt

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Alternative Evaluation and Selection Chapter 16 Ciu Heny Meira Edith Lavindri

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Transcript of Alternative evaluation & selection ppt

Page 1: Alternative evaluation & selection ppt

Alternative Evaluation and

SelectionChapter 16

Ciu Heny Meira Edith Lavindri

Ria Taurina

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Alternative Evaluation• How Consumer Make Choices– Rational

memaksimal segala informasi ketika mau membeli barang sehingga barang yang didapat sesuai dengan value yang dikehendaki

– Bounded Rationality

Karena hanya memiliki keterbatasan untuk memproses suatu informasi sehingga konsumen mudah terpengaruh dalam memutuskan membeli barang

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Alternative Evaluation– Affective ChoicePerasaan lebih berperan dibanding logika

• Consummatory motives mengambil keputusan membeli untuk kepentingan sendiri • Instrumental motives keputusan membeli karena memiliki second goal for

friends/families/relatives– Attribute-based vs Attitude-basedperbandingan merek,spesifikasi (atrribute)perbandingan berdasarkan intuisi (attitude)

• What does it mean for marketers? Asal informasi (eksternal dan internal)

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Evaluative Criteria

• Beberapa dimensi, fitur atau keunggulan yang dicari konsumen sehingga dapat menjawab kebutuhan yang diinginkan (definition)

• Product features assosiated with desired and cost

• Reaction of others : social situation

• Tangible benefit : price, fungsi produk

• Intangible benefits : style, taste, prestige

• Extremes : lower price• Limits : not more

than …• Ranges : any price

between

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Measurements of Evaluative Criteria

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• Measurements of Evaluative Criteria– Determination of which evaluative criteria are used

What are consumer looking for?• Direct : asking consumer• Indirect : projective techniques (indicate someone else) ;

perceptual mapping (similarity product based on quality,price,status,taste)

– Determination of consumer’s judgments of brand performance on specific evaluative criteria• How do consumers feel about our brand? : skala likert

– Determine the relative importance of evaluative criteria• Constant sum scale : direct measurement• Conjoint analysis : consumer presented w/ set of product in which

evaluation criteria

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Individual Judgment and Evaluative Criteria

• Accuracy of Individual Judgments– Sensory discrimination

• Just-noticeable difference

• Use of Surrogate Indicators– Predictive value– Confidence value– Examples

• Price• Brand name• Country of manufacture• Warranties

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Evaluative Criteria

• Effect on Marketing Strategy– Blind test to evaluate if the

consumer isn’t aware of the product’s brand name, see the fuctional characteristic

– Surrogate indicators to evaluate quality using brand name dan price, so be good in pricing

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Decision Rules for Attribute-Based Choices

• Noncompensatory Rules– Conjunctive decision rules– Disjunctive decision rules– Elimination-by-aspects rule– Lexicographic decision rule

• Compensatory Rules

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Noncompensatory Rules

• Conjunctive– Ketika membeli barang

sudah ada “minimum requirement”

– Mempersempit pilihan

• Disjunctive– Ketika membeli barang

sudah ada “minimum kualitas”

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Noncompensatory Rules

• Elimination-by-aspects rule– “Require the consumer to rank the evaluative

criteria in terms of their importance and establish a cutoff point for each criterion.”

– Strategy for marketers

• Lexicographic rule– Select the product with highest rating on most

important aspect

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Compensatory Rules

• Averages out membeli suatu produk karena adanya fitur

tambahan

• Strategy for marketers Frito-Lay menghitung fakta mengenai kalori kontrol

dalam 100-calori packets sehingga konsumen akan mengenyampingkan harga