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8/10/2019 Lasic Eye Surgery a Consumer Behavior Dilemma
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Daniella Tello R
Wisnu HarimurtiEko Cahyo WTiara Putri Gunung HRyzkiya Noor Annisa
A consumerBehavior Dilemma
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8/10/2019 Lasic Eye Surgery a Consumer Behavior Dilemma
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Linda - a business person in her late forties, who had an activelifestyle and loved outdoor sporting activities. She had a selfactualization need,
She has a problem with her eyesight that caused her to useglassess and she need freedom from it
Lindas Friend -Clara recommends her to fix it with LASIK EyeSurgery because she will do it with her sister.
Linda does primer research and decides it is a good idea tohave the surgery done.
Clara recommends her to do it at LLV (Vancouver - Canada)which cost about $900 but it s not including the transportation
and acomodation.
Lindas Doctor recommends her to Pasific Cataract and LaserInstitute (PCLI) at around $3800
Now she confuse which one is more benefit
ABOUTTHE CASE
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When the buyer recognizes a problem and Perciving
their need
Searching value for information, it could be fromweb, friends or visiting the place
Asessing value, examine each product based on thecriteria, it could be price or facilities
Buying value, decide if the Product is everything wethought would be and meets our needs
customers will compare products with their previous
expectations and will be either satisfied ordissatisfied
The Buying Decission Process
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Should she doany type of
eye surgery?
LASIK Should She dothe surgery?
Yes. It couldimprove her lifequality
LLV (Canada)
PCLI (US)
Later. She will bearound 50 years
old
No. There is arisk of 1%-2%
Other Method
No
Linda wonders if Eye Surgery is a goodoption for fixing her eyesigh problem
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When the buyer recognizes a problem and Perciving
their need
Searching value for information, it could be fromweb, friends or visiting the place
Asessing value, examine each product based on thecriteria, it could be price or facilities
Buying value, decide if the Product is everything wethought would be and meets our needs
customers will compare products with their previousexpectations and will be either satisfied or
dissatisfied
The Buying Decission Process
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Linda found that Laser eye surgerydefined as surgery perform on eyes tocreate better focus and lesser ( off-labelby FDA).
She also found:
- Surgery Guidelines
- Surgery Video clip by FDA
- Other available surgeries
Public Sources
Commercial SourcesLinda found other useful information
- LLVs (Canada) Brochure from Clara
- PVLI s (USA) Video from her doctor
- Both clinics websites
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Personal Sources Friends Testimoni
I need to prepare for all the transportationand hotel The cost about $140 (transport) +$900 (LASIK) + $94 (hotel) = $1134
I schedule for three postoperativeexamination (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 coffecup with LLV logo
My life is so better now
Clara LLV
Canada
Clinic
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Personal Sources Friend s Testimoni
I decide here because of time consideration,convenient location, and the strongrecomendation from Dr.Davidson
I got 5 follow up exam at 1 week, 1,2,3,6months and 1 years all in moscow
I Paid $3.800 and I can pay it directly or byinsurance
The technicians show me the video about theprocedure and the risk, she also told me thatmy family also can see the surgery process on
monitor Im satisfied, my vision now 20/30. Irecomended PCLI because the staff wasexcellent, and everybody there show me careand consern throughtout the servicess
process.
Ron PLCLI
US Clinic
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8/10/2019 Lasic Eye Surgery a Consumer Behavior Dilemma
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When the buyer recognizes a problem and Perciving
their need
Searching value for information, it could be fromweb, friends or visiting the place
Asessing value, examine each product based on thecriteria, it could be price or facilities
Buying value, decide if the Product is everything wethought would be and meets our needs
customers will compare products with their previousexpectations and will be either satisfied or
dissatisfied
The Buying Decission Process
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8/10/2019 Lasic Eye Surgery a Consumer Behavior Dilemma
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LLV - CANADA PCLI - US
S T R E N G H T S
CHEAPAbout $900 or $1150 for surgery + medical checkup
A customize service that really provide theextra effort in patient care
Have a very service-oriented, customer-focusedview -> 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 riskcondition happen after surgery The riskcan be coverable by the clinic.
She can use her company program for deducingexpenses
She can use her company program fordeducing expenses
W E A K N E S S
The process seemed like mass production EXPENSIVE
About $3000 - $4000Need to find transportation and acomodation forsurgery and check-up
Unfortunantely, if use PLCI LindasInsurance cant pay because the lasi k is offlabel
Surgical Consent. If there any risk conditionhappen after surgery The risk cant be coverableby the clinic
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ATTRIBUTES % OF ATTRIBUTES(TOTAL 100%)
CLINICS *)
LLV CLINIC *) PLCI CLINIC *)
PRICE
SERVICESS
PROCEDURE
CONVINIENCE
*) Each atributes rated from 0 to 10, where 10 is the highest. For the price it will be reverse
This tabel will help Linda to evaluate products bycombining hers brand believes
This weightdepends on
Lindas behavior.We cant fill it
for her
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When the buyer recognizes a problem and Perciving
their need
Searching value for information, it could be fromweb, friends or visiting the place
Asessing value, examine each product based on thecriteria, it could be price or facilities
Buying value, decide if the Product is everything wethought would be and meets our needs
customers will compare products with their previousexpectations and will be either satisfied or
dissatisfied
The Buying Decission Process
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The consumer sets a minimum accepteble cutoff levelfor each attribute and chooses the first alternativethat meets the minimum standartd for all attributes
So, if Linda give great score for LLV, she would chooseto LASIC at Canada, even on the reality PCLI is better
ConjuctiveHeuristic
The consumer choose the best brand on the basis of itsperceived most important atributes
So, If Linda think that Convinience is the best % ofattributes, she would choose PCLI. Even though shethinks LLVs price is better.
Lexicography
Heuristic
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ConsumerBehavior
Product type
Utilitarian
Lend themselves tocognitive processing
Search Good
We can find almostall the information
before we use it
Ego-expressive
Purpose often elicitmore emotional
processing
Experiential good
We can find most ofit after we have it.
Context
Product will serve acognitive process
Product will servean emotional
process
IndividualDifferences
Individual naturaltendency
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Optimizing decisionmaking Is Linda motivated to
purchase the bestalternative she can?
Satisfying decisionmaking Is Linda looking for a solution
that is good enough?
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The consumer sets a minimum accepteble cutoff levelfor each attribute and chooses the first alternativethat meets the minimum standartd for all attributes
So, if Linda give great score for LLV, she would chooseto LASIC at Canada, even on the reality PCLI is better
ConjuctiveHeuristic
The consumer choose the best brand on the basis of itsperceived most important atributes
So, If Linda think that Convinience is the best % ofattributes, she would choose PCLI. Even though shethinks LLVs price is better.
Lexicography
Heuristic
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When the buyer recognizes a problem and Perciving
their need
Searching value for information, it could be fromweb, friends or visiting the place
Asessing value, examine each product based on thecriteria, it could be price or facilities
Buying value, decide if the Product is everything wethought would be and meets our needs
customers will compare products with their previousexpectations and will be either satisfied or
dissatisfied
The Buying Decission Process
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Its about After the purchase action s
It will change depending her satisfaction ordisatisfaction with the surgery
If Linda is Satiefied she will tend to say good thingabout the product (if she goes to LLV then she willdistribute coupons)
If Linda is dissatisfied, she might complaining to thecompany, do negative worth-of-mouth, or even go tolawyer (if she goes to PLCI)
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Lindas decision will depend on priceand risk factor either with LLV orPCLI for her LASIK operation. ForPCLI the price is high but risk can berecoverable and for LLV the price islow but damage is not recoverable.