DESTA PERMASIH (H34150024)
Department of Agribusiness (agribisnis.ipb.ac.id)
Faculty of economics and management (www.fem.ipb.ac.id)
Bogor Agricultural University IPB (www.ipb.ac.id)
Consumer Behavior Class (IKK 233)
Department of Family and Consumer Sciences (www.ikk.fema.ipb.ac.id)
College of HUman Ecology (www.fema.ipb.ac.id)
Bogor Agricultural University IPB (www.ipb.ac.id)
Prof. Dr. Ir. UJANG SUMARWAN, Msc (www.sumarwan.staff.ipb.ac.id), (www.ujangsumarwan.blog.mb.ipb.ac.id), (sumarwan@mb.ipb.ac.id)
Dr. Ir. Lilik Noor Yulianti, MFSA
Dr. Ir. Megawati SImanjuntak, MS
Ir. Retningsih, MS
Ir. Md Djamaluddin, Msc
Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Edisi 2 Cetakan 1. Jakarta: PT. Ghalia Indonesia.
The first lecture resume, 13 Februari 2017 :
Schiffman and Kanuk (2010) definising consumer behavior as the behavior that
consumers display in searching for, purchasing, using, evaluating, and disposing
of products and services that they expect wll satisfy their needs.
Sumarwan (2010) have as a
conclusion of consumer behavior is all the activities, actions, as well as the
psychological processes that drive those actions in the moments before buy,
when to buy, use, spend your products and services after things above
activities to evaluate.
There are three perspective in
consumer behavior is decision making perspective (decision), experiential
perspective (experience), behavioral influence perspective.
Dimension of consumer behavior :1. How they get it?
2. How they consume?
3. How they remove residual consumption?
Consumer Behavior in the World
1. Have the similarities and differences in behavior
2. Consumers in various countries wearing the same clothes and accessories
3. The globalization of economy, trade and culture and widespread internet access
4. Limit the geography and culture of diminishing, so the consumer behavior more similar to one another
5. Program the aggressive marketing of multinational companies
Economists developed the theory
of consumer behavior by applaying psychological sciences and economics.
Marketers, education activists and consumer protection, the Goverment and the
Legislature should study consumer behavior. One of the benefits of studiying
consumer behavior that helps corporate leaders to understand the customer so
that they can take better decisions.
Solomon (2009) define;
"Motivations as the processes that cause people to behave as they do. It
occurs a need is aroundsed that the consumer wishes to satisfy. Once a need has
been activated, a state of tension exists that drives the consumer to attempt
to reduce or eliminate the need." Maslow's theory of needs consists of
physiological needs, safety needs, sosial needs, ego needs and self
ectualization.
Thank you.
