alternative evaluation & selection ppt

Alternative Evaluation and

SelectionChapter 16

Ciu Heny Meira Edith Lavindri

Ria Taurina

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

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)

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

Measurements of Evaluative Criteria

• 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

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

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

Decision Rules for Attribute-Based Choices

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

• Compensatory Rules

Noncompensatory Rules

• Conjunctive– Ketika membeli barang

sudah ada “minimum requirement”

– Mempersempit pilihan

• Disjunctive– Ketika membeli barang

sudah ada “minimum kualitas”

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

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