1. Alternative
Evaluation and
Selection
Chapter 16
Ciu Heny Meira
Edith Lavindri
Ria Taurina

3. 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

5. 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)

6. 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

7. Measurements of Evaluative Criteria

8. • 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

9. 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

10. 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

11. Decision Rules for Attribute-Based Choices
• Noncompensatory Rules
– Conjunctive decision rules
– Disjunctive decision rules
– Elimination-by-aspects rule
– Lexicographic decision rule
• Compensatory Rules

12. Noncompensatory Rules
• Conjunctive
– Ketika membeli barang
sudah ada “minimum
requirement”
– Mempersempit pilihan
• Disjunctive
– Ketika membeli barang
sudah ada “minimum
kualitas”

13. 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

14. 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