Lasic Eye Surgery a Consumer Behavior Dilemma

8/10/2019 Lasic Eye Surgery a Consumer Behavior Dilemma

1/19

Daniella Tello R

Wisnu HarimurtiEko Cahyo WTiara Putri Gunung HRyzkiya Noor Annisa

A consumerBehavior Dilemma


2/19

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


3/19

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


5/19


their need




customers will compare products with their previousexpectations and will be either satisfied or

dissatisfied



6/19

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


7/19

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


8/19

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


9/19


their need





dissatisfied



10/19

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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their need





dissatisfied



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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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their need





dissatisfied



18/19

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)


19/19

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.

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Lasic Eye Surgery a Consumer Behavior Dilemma