A consumer

Behavior Dilemma

Daniella Tello R
Wisnu Harimurti
Eko Cahyo W
Tiara Putri Gunung H
Ryzkiya Noor Annisa

ABOUT
THE CASE

Linda - a business person in her late forties, who had an active

lifestyle and loved outdoor sporting activities. She had a self
actualization need,
She has a problem with her eyesight that caused her to use
glassess and she need freedom from it
Lindas Friend-Clara recommends her to fix it with LASIK Eye
Surgery because she will do it with her sister.

Linda does primer research and decides it is a good idea to

have the surgery done.
Clara recommends her to do it at LLV (Vancouver - Canada)
which cost about $900 but its not including the transportation
and acomodation.
Lindas Doctor recommends her to Pasific Cataract and Laser
Institute (PCLI) at around $3800
Now she confuse which one is more benefit

The Buying Decission Process

When the buyer recognizes a problem and Perciving
their need

Searching value for information, it could be from

web, friends or visiting the place

Asessing value, examine each product based on the

criteria, it could be price or facilities

Buying value, decide if the Product is everything we

thought would be and meets our needs

customers will compare products with their previous

expectations and will be either satisfied or
dissatisfied

Linda wonders if Eye Surgery is a good

option for fixing her eyesigh problem
Yes. It could
improve her life
quality

LASIK
Should she do
any type of
eye surgery?

Other Method

No

Should She do
the surgery?

Later. She will be

around 50 years
old

No. There is a
risk of 1%-2%

LLV (Canada)

PCLI (US)

The Buying Decission Process

When the buyer recognizes a problem and Perciving
their need

Searching value for information, it could be from

web, friends or visiting the place

Asessing value, examine each product based on the

criteria, it could be price or facilities

Buying value, decide if the Product is everything we

thought would be and meets our needs

customers will compare products with their previous

expectations and will be either satisfied or
dissatisfied

Public Sources
Linda found that Laser eye surgery
defined as surgery perform on eyes to
create better focus and lesser (off-label
by FDA).
She also found:
- Surgery Guidelines
- Surgery Video clip by FDA
- Other available surgeries

Commercial Sources
Linda found other useful information
- LLVs (Canada) Brochure from Clara

- PVLI s (USA) Video from her doctor

- Both clinics websites

Personal Sources
Friends Testimoni

Clara
LLV
Canada
Clinic

I need to prepare for all the transportation

and hotel The cost about $140 (transport) +
$900 (LASIK) + $94 (hotel) = $1134
I schedule for three postoperative
examination (1 week 1 month 3 month
exam)
The technician told me about the prosudure
well.
I hendled by dr.Boyd that has years experience
After the surgery My new vision now nearly
20/20
Then I was Given $100 discount coupons to
pass on to my friend and family, and a coffe
cup with LLV logo
My life is so better now

Personal Sources
Friends Testimoni

Ron
PLCLI
US Clinic

I decide here because of time consideration,

convenient location, and the strong
recomendation from Dr.Davidson
I got 5 follow up exam at 1 week, 1,2,3,6
months and 1 years all in moscow
I Paid $3.800 and I can pay it directly or by
insurance
The technicians show me the video about the
procedure and the risk, she also told me that
my family also can see the surgery process on
monitor
Im satisfied, my vision now 20/30. I
recomended PCLI because the staff was
excellent, and everybody there show me care
and consern throughtout the servicess
process.

The Buying Decission Process

When the buyer recognizes a problem and Perciving
their need

Searching value for information, it could be from

web, friends or visiting the place

Asessing value, examine each product based on the

criteria, it could be price or facilities

Buying value, decide if the Product is everything we

thought would be and meets our needs

customers will compare products with their previous

expectations and will be either satisfied or
dissatisfied

WEAKNESS

STRENGHTS

LLV - CANADA

PCLI - US

CHEAP
About $900 or $1150 for surgery + medical check
up

A customize service that really provide the

extra effort in patient care

Have a very service-oriented, customer-focused

view -> latter categorized as fare service-oriented

State-of-art technology: Great quality,

Technology, and procedure of surgery

Surgeons with long experience curve

No surgical consent. If there any risk

condition happen after surgery The risk
can be coverable by the clinic.

She can use her company program for deducing

expenses

She can use her company program for

deducing expenses

The process seemed like mass production

EXPENSIVE
About $3000 - $4000

Need to find transportation and acomodation for

surgery and check-up

Unfortunantely, if use PLCI Lindas

Insurance cant pay because the lasik is off
label

Surgical Consent. If there any risk condition

happen after surgery The risk cant be coverable
by the clinic

This tabel will help Linda to evaluate products by

combining hers brand believes
ATTRIBUTES

% OF ATTRIBUTES
(TOTAL 100%)

CLINICS *)
LLV CLINIC *)

PLCI CLINIC *)

PRICE
SERVICESS
PROCEDURE
CONVINIENCE

This weight
depends on
Lindas behavior.
We cant fill it
for her

*) Each atributes rated from 0 to 10, where 10 is the highest. For the price it will be reverse

The Buying Decission Process

When the buyer recognizes a problem and Perciving
their need

Searching value for information, it could be from

web, friends or visiting the place

Asessing value, examine each product based on the

criteria, it could be price or facilities

Buying value, decide if the Product is everything we

thought would be and meets our needs

customers will compare products with their previous

expectations and will be either satisfied or
dissatisfied

Conjuctive
Heuristic

Lexicography
Heuristic

The consumer sets a minimum accepteble cutoff level

for each attribute and chooses the first alternative
that meets the minimum standartd for all attributes
So, if Linda give great score for LLV, she would choose
to LASIC at Canada, even on the reality PCLI is better

The consumer choose the best brand on the basis of its

perceived most important atributes
So, If Linda think that Convinience is the best % of
attributes, she would choose PCLI. Even though she
thinks LLVs price is better.

Consumer
Behavior

Product type

Utilitarian

Lend themselves to
cognitive processing

Search Good
We can find almost
all the information
before we use it

Context

Ego-expressive

Purpose often elicit

more emotional
processing

Experiential good
We can find most of
it after we have it.

Product will serve a

cognitive process
Product will serve
an emotional
process

Individual
Differences

Individual natural
tendency

Optimizing decision
making
Is Linda motivated to
purchase the best
alternative she can?

Satisfying decision
making
Is Linda looking for a solution
that is good enough?

Conjuctive
Heuristic

Lexicography
Heuristic

The consumer sets a minimum accepteble cutoff level

for each attribute and chooses the first alternative
that meets the minimum standartd for all attributes
So, if Linda give great score for LLV, she would choose
to LASIC at Canada, even on the reality PCLI is better

The consumer choose the best brand on the basis of its

perceived most important atributes
So, If Linda think that Convinience is the best % of
attributes, she would choose PCLI. Even though she
thinks LLVs price is better.

The Buying Decission Process

When the buyer recognizes a problem and Perciving
their need

Searching value for information, it could be from

web, friends or visiting the place

Asessing value, examine each product based on the

criteria, it could be price or facilities

Buying value, decide if the Product is everything we

thought would be and meets our needs

customers will compare products with their previous

expectations and will be either satisfied or
dissatisfied

Its about After the purchase actions

It will change depending her satisfaction or

disatisfaction with the surgery

If Linda is Satiefied she will tend to say good thing

about the product (if she goes to LLV then she will
distribute coupons)
If Linda is dissatisfied, she might complaining to the
company, do negative worth-of-mouth, or even go to
lawyer (if she goes to PLCI)

Lindas decision will depend on price

and risk factor either with LLV or
PCLI for her LASIK operation. For
PCLI the price is high but risk can be
recoverable and for LLV the price is
low but damage is not recoverable.