Purchase Intention Theory Development

27 Kotler 2003:207, Figure 2.6 shows that six stages of the buyer decision process that will be passed by consumer when making buying decisions, consisting of: need recognition, information search, and evaluation of alternatives, purchase intention, purchase decision, and post purchase behavior. Figure 2.5 Six Stages of The Buyer Decision Process Source: Kotler, P.,2003, Marketing Management, 11 th edition, Prentice Hall, p.207. Post purchase behavior Purchase Decision Information search Need Recognition Evaluation of Alternative Purchase Intention 28 a. Need Recognition The buying process starts with need recognition ––the buyer recognizes a problem or a need. The need can be triggered by internal stimuli when one o f the person’s normal needs––hunger, thirst, and sex–– raises to a level high enough to become a driver of consumer to purchase. A need can also be triggered by external stimuli. b. Information Search The stage of the buyer ’s decision-making process in which the buyer is aroused to search for more information; the buyer may simply have heightened attention or may go into active information search to collect a variety of information about products and brands from any of several sources, these include: 1 Personal sources family, friends, neighbors, acquaintances. 2 Commercial sources advertising, salespeople, dealers, packaging, displays 3 Public sources mass media, consumer-rating organization. 4 Experiential sources handling, examining, using the product. c. Evaluation of Alternatives The stage of the decision making process in which the consumer uses information to evaluate alternative brands in the choice set. Once consumers have information about the products and brands the consumers start distinguishing the advantages and disadvantages between one brand with another brands. 29 In some case, consumers use calculations and logical thinking. At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely in intuition. Sometimes consumers make buying decisions on their own; sometimes they turn to friends, consumer guides, or salespeople for buying advice. d. Purchase Intention After knowing the chosen brand alternatives to meet their needs, consumers will have a specific intention to buy a particular brand. e. Purchase Decision According to Kotler 2003:207 At this point the consumer has taken the decision to buy a particular brand to meet their needs. But in the evaluation stage according to Kotler and Amstrong 2006:149, the consumer ranks brands and forms purchase intentions. Generally, the consumer’s purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. The first factor is the attitudes of others. The second factor is unexpected situational factors. However, unexpected events may change the purchase intention. f. Post Purchase Behavior Post purchase behavior is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction. 30 The role of marketer does not end when the product is bought. After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in post purchase behavior of interest to the marketer. According to Kotler and Armstrong 2006:150, The relationship between the consumer’s expectations and the product’s perceived performance are the things to determine satisfaction or dissatisfaction of the consumers, as follows: a. If the product falls short of expectations, the consumer is disappointed, b. If it meets expectations, the consumer is satisfied, and c. If it exceeds expectations, the consumer is delighted. The larger the gap between expectations and performances, the greater the dissatisfaction of consumers. This suggests that sellers should promise only what their brands can deliver so that buyers are satisfied. Some sellers might even understate product performance levels to boost later consumer satisfaction. Almost all-major purchase result in cognitive dissonance, or discomfort caused by post-purchase conflict. After the purchase, consumers are satisfied with the benefits of the chosen brand and are glad to avoid the drawbacks of the brands not bought. However, every purchase involves compromise. Consumer feels uneasy about acquiring the drawbacks of the chosen brand and about losing the benefits of the brands not purchased. Thus, consumers feel at least some post purchase dissonance for every purchase. 31

8. Summary of Literature Review

It can be concluded that of all the data obtained from the research that celebrity athlete endorsers can influence the target audience because they have achievements in the field, which are used to deliver messages of advertisement to attract attention thus affecting the minds of consumers as a preference in making purchasing decisions. It is also supported by the following academic theory proposed by Suyanto 2005 in Eka and Jony 2011:108, that the company uses rather a celebrity than ordinary people to advertise their products because celebrities have the attributes of well-known, beauty, courage, achievement, spirit of sports athleticisme, elegance, power strength, and sexual attractiveness and often represent the desired traction by companies to advertise their products and become a powerful teaser for prospective customers. It is proved theoretically true that purchase intention is influenced by a celebrity athlete endorser. The literature shows that marketers do advertising to offer a brand to get embedded in the minds of consumers. Brands that have been embedded in the minds of consumers will be encouraged to make a purchase. It is supported by Campbell 2002 in Sven Kuenzel 2010:15 suggests brand awareness is the top-of-mind recall of brands driven towards the purchase decision-making. Hence, the brand awareness affects the purchase intention. In advertising, there are a few impressions related to embed brand in consumer minds. Impressions addressed to the brand will increase as the consumers more oftenly experience the usage of the brand, or as the brand is 32 more frequently exposed in marketing-communication strategy. This is in accordance with Supphellen 2000 in Sven Kuenzel 2010:15 that brand associations can be formed by emotional impressions representing verbal, visual, sensory and emotional essentials, where this information will be stored in consumers mind as brand-related experiences. Thus, formed association will develop a good and strong image, which in turn will influence the consumers decision to purchase and consume the product. It is proved theoretically that purchase intention is influenced by the brand association. One important factor in the process of building a strong brand is the establishment of a clear brand personality. A clear brand personality is by using human characteristics as one of the brand identity in order to build an emotional connection to the consumer and the brand personality can differentiate a brand against competitors brand. In this way, then according to Anoraga 2000 in Eka and Jony 2011:108 said that consumers influenced deliberately to begin evaluating the benefits that can be obtained when purchasing the products offered and consumer easily to find products accordance with their personality and eventually will create a decision-making process undertaken by the relevant consumer before purchasing of the product. Based on the description theoretically that brand personality significance influence on purchase intention.