14 3.
Consumer behavior based on habit Consumers are less involved in purchasing the product. They come, choose and
buy direct. This is because of their habit. Consumers in these cases were not by beliefs, attitudes or a series of unusual behavior. Marketers take advantage of promotional
products and sales price as an incentive for buyers who want to try to buy the product. 4.
Consumer behavior that seek diversity In some buying situations, consumer involvement is low, but it is characterized by
significant brand differences. Consumers often do brands change. This brand substitution occurs solely to obtain diversity not because of dissatisfaction.
D. Stages in the buyer decision process
Consumer behavior will determine the decision making process in purchasing them. Consumers in every purchase do not always do this process, but the process is only done in
certain situations. For example, on the first purchase of goods that has a high price. These
stages according to Engel that translated by Budiyanto 1994:31 consists of: .
Introduction to the problem, information seeking, alternative evaluation, purchase decision and purchase behavior management.
They can be explained as follows: 1.
Introduction to the problem This stage occurs when consumers realize the difference between the existing
situation with the desired or expected situation which is the emergence of self-impulsion
15 in the consumer, need to be driven by impulse from outside or from within the consumer-
external and internal factors. 2.
Information seeking A consumer who began their interest may be intrigued to find much more
information, if there is a consumer impulse to purchase the product. Otherwise, that consumer needs precipitates in their memory and consumer may not attempt to obtain
more information. 3.
Alternative evaluation At this stage, consumers face several alternatives for the valuation of trademarks.
In this electoral process, there are some basics to help clarify the process of evaluating consumer, among other properties of the product, confidence in a brand, utility function,
the consumer in the selection of alternatives assessment procedures. 4.
Purchasing decision After the above steps done, then it is time for the consumer to determine the
attitudes in the decision whether to buy or not. Considered that the decision made is buying, the buyer will see a series of decisions on product, brand, seller, quantity, time of
purchase and payment method. 5.
Purchase behavior management After purchasing the product, consumers will experience some degree of
satisfaction or dissatisfaction. Companies should study this situation in order to evaluate their products and services that have been sold.
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E. Decision making in purchasing
