Nadya Siti Rahmah (A14150066)
Department of Soil Science and Land Resource (https://soil.ipb.ac.id/)
Faculty of Agriculture (www.faperta.ac.id)
Bogor Agricultural University (www.ipb.ac.id)
Consumer Behavior Lecture IKK233 (Consumer Behavior Class) – September 4th
until December, 2017
Department of Family and Consumer Sciences (www.ikk.fema.ipb.ac.id)
Faculty of Human Ecology (www.fema.ipb.ac.id)
Bogor Agricultural University (www.ipb.ac.id)
Dosen
Prof. Dr. Ir. Ujang Sumarwan, MSc
Dr. Ir. Lilik Noor Yuliati, MFSA
Dr. Ir. Megawati Simanjuntak, MS
Ir. Retnaningsih, MS
Ir. Md Djamaluddin, MSc
Sumarwan U. 2011. Perilaku Konsumen Teori dan Penerapannya dalam Pemasaran. Jakarta (ID): PT Ghalia Indonesia (Cetakan Pertama Edisi Kedua).
Consumer
Decision Model and Consumer Motivation (8 September 2017, 13.00-15.30)
A
consumer is a person or organization that uses economic services or
commodities. Consumers are the strength of a country's economy. Schiffman and Kanuk (2010) define consumer
behavior is “The consumer behavior refers to the behavior consumer that
consumer display in searching for, purchasing, using evaluating, and disposing
of product and services that they expect will satisfy their needs”.
Benefits
in studying consumer behavior is helping consumers to make decisions wisely, providing
knowledge and consumer theories, and improve understanding as a consumer. Consumer
behavior includes things like “What they buy?”, “Why they buy it?”, “When they buy it?”, “
Where they buy it?”, “How often do they
buy it?”, “How often they use it?”.
Consumer
decisions influence by some factors: individual differences, consumer
environmental factors, and marketing strategies. Consumer decision process
consists of the stage of recognition of needs, information search, alternative
evaluation, purchasing, and customer satisfaction. Factors that affecting
consumer decisions should be well understood by marketers to know how to
strategize good marketing.
There
are 3 perspectives that influence mindset and identification factors of consumer
behavior: Perspective of Decision making,
Perspective of Experience, and Perspective of Behavioral influence. The people
who have to learn consumer behavior: Producer, Institute of education and
Protection of consumer, and Government and members of legislative.
Motivation
is an encouragement that arises because of the perceived needs of consumers. Schiffman
and Kanuk (2010) define motivation is “Motivation can be described as driving
force within individuals that impels them to action. This driving force is
produced by state of tension, which exists as the result of an unfulfilled need”.
Motivation arises because of the perceived needs of consumers. Needs arise
because of the actual discomfort felt and which should be felt.
Model
theory of Maslow’s hierarchy of needs according to actualization, ego needs,
social needs, the need for security and safety, and physiological needs.
Abraham Maslow is a clinical psychologist who introducing about human needed
hierarchy or usually called as Maslow Theory.
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