Team Performance

2. Customer Purchase Decision Process

Customer purchase decision process is use to explain the actions before and after purchase and factors that lead customer to purchase the product. (Engel et al., 1968) There are 5 stages of customer buying decision process (Perreau, 2015) including:

2.1 Need Recognition

To buy the product is the step that very important and first it begins with Need but every need don’t lead customer to end up Purchase. To lead consumer want to purchase the product you need to make them “Acceptable” that relate with level of importance effect to the need. The recognition of need by a consumer can divide in different ways.

1) Different classifications are used:

Internal Stimuli is Psychological Need or felt by person such as: hunger or thirsty

External Stimuli is external things that will lead customer to need or things that can effect need of customer such as: shopping display, advertisement and etc.

2) Classifications by type of needs:

Functional need is the specific function/feature of a product or need that can answer or fulfill the need to the functional. Such as need to have dishwasher to help to wash the dishes. Social need is the need that comes from person thinking desire that want social recognition in social environment. Such as purchase new fashion to look trendy or buying luxury car to show that you have enough money to effort luxury car.

Need for Change is need from oneself to new thing or change something. The example is change new furniture or change new television in your house.

Maslow’s hierarchy of needs is the theory that uses to classify hierarchy of needs. The specific individual who want to seek or achieve by these following;

1) Physiological needs

2) Safety needs

3) Need of love and belonging

4) Need for self-esteem from (ourselves and from the other)

5) Need of self–actualization

2.2 Information Search

After the needs are found the next step consumer will start to seek the information to solve the problem. The quantity of information more or less is depend on the choices or complexity that consumer are made and level of involvement. Such as to search information to cooking is require less information if compare with to buy new mobile phone. For the opinion and the choices of customer is “Decision Making Process” that including with 2 side of information.

1) Internal Information: The information is come from customer experiences with the brand and product that will lead to good or bad opinion that they had to the brand or product. Internal Information is useful information for customer in everyday that customer mainly use and relate with Fast–Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) but because of A Level of uncertainty, Stronger involvement and customer don’t have enough information will make them turn to another side of information.

2) External Information: The information that comes from a product or brand that comes from the other (friends or family or reviews from press and other customer). Mainly are Business sources such as a seller's speech or advertising. On the Consumer buying decision process, consumer will focus more on their internal information and the information from other (friends, family or other consumers) but they will consider more from objective from an seller's speech an advertising or a brochure of the product.

2.3 Alternative Evaluation

After the information are collected consumers will evaluate the different options. They will evaluate the most suitable to his needs and choose one option that best for them. The evaluate will separate into 2 aspects. The objective characteristics (the features and functionality of the product) and the subjective characteristics (perception and perceived value of the brand by the consumer or reputation)

They are many different options for each person. (Miss A will like product J because brand but Miss B may not like product J and prefer to buy another product that her trust more).

The consumer will then use the information that they collected and will use their perception