Every consumer experiences a buying decision-making process which consists of the following stages: problem recognition, information search, evaluation of alternatives, product choice, and post-purchase evaluation. However, not all of these processes require the same amount of effort, depending on the level of involvement and perceived risk. Different approaches can occur to two different consumers in the decision-making process for purchasing a bicycle, even for the same type of bicycle product.

a. Explain the differences that may occur in each of these decision-making stages in the following2 (two) different consumerswho have the same demographic characteristics, namely: Female, 35 years old, an office worker with a monthly income in the range of IDR 15-20 million), who want to buy a Folding Bike.

A, rarely exercise, wants to buy a bicycle for the first time to exercise so that the body is healthier, very minimal knowledge about bikes.

B is a cycling hobbyist who already has two types of bicycles (mountain bikes and racing bicycles) with high-end models but wants to buy one more bicycle with a folding bicycle type, to make it easy to carry outside the city. (15%)

b. If a well-known campus purchase bicycles to facilitate students/academics who want to cycle within the campus area (by providing bikes that can be used for free), explain the differences that may occur at the stages of decision making (i.e., Steps in the Business Buying). Decision Process). (15%)