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Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
Alternative evaluation & selection ppt
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Alternative evaluation & selection ppt

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  1. Alternative Evaluation and Selection Chapter 16 Ciu Heny Meira Edith Lavindri Ria Taurina
  2. 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
  3. Alternative Evaluation – Affective Choice Perasaan 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-based perbandingan merek,spesifikasi (atrribute) perbandingan berdasarkan intuisi (attitude) • What does it mean for marketers? Asal informasi (eksternal dan internal)
  4. 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
  5. Measurements of Evaluative Criteria
  6. • 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
  7. 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
  8. 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
  9. Decision Rules for Attribute-Based Choices • Noncompensatory Rules – Conjunctive decision rules – Disjunctive decision rules – Elimination-by-aspects rule – Lexicographic decision rule • Compensatory Rules
  10. Noncompensatory Rules • Conjunctive – Ketika membeli barang sudah ada “minimum requirement” – Mempersempit pilihan • Disjunctive – Ketika membeli barang sudah ada “minimum kualitas”
  11. 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
  12. 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

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