Purchase Intention Theory Development
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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
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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.
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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.
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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.
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