CONSUMER BEHAVIOR

Zipora Kristiani

Landscape Architecture (arl.faperta.ipb.ac.id)

Agricultural Faculty (faperta.ipb.ac.id)

Bogor Agricultural University (www.ipb.ac.id)

Consumer Behavior Class IKK231

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 Yuliati, MFSA

Dr. Ir. Megawati simanjuntak, MS

Ir. Retnaningsih, MS

Ir. Md djamaluddin, MSc

Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: PT Ghalia Indonesia.

First class of Consumer Behavior was held on Thursday, September 7th 2017. Topic that discussed in the first week of Consumer Behavior course are Consumer Decision and Consumer Motivation Models. Before discussing the topic it must be known the definition of consumer behavior. In general, the definition of consumer behavior is all activities, actions and psychological processes that encourage such actions before buying, when buying, using, spending products and services after doing such things or evaluating activities. The benefits of studying consumer behavior are for companies to understand consumers in making decisions and help consumers to make decisions. Then for researchers to analyze consumer behavior, improve understanding of the factors that affect consumer behavior and plays an important role in development policy. As for the government to draft regulations and laws that protect consumers as well as consumer analysis as the foundation of market management.

Who must study consumer behavior is a marketer to develop appropriate strategies, consumer advocates to educate consumers and governments to protect consumers. The consumer decision model is influenced by three factors: individual differences, marketing strategy and environmental factors. These factors influence the decision process and its implications. Consumers do activities using products or services because they have motivations. Motivation occurs because of the needs of consumers that cause the gap both what consumers feel and what consumers want to feel, Consumer needs are divided into two factors: the driving factors (primary needs and secondary needs) and benefits (utilitarian needs and hedonic needs). The first day of this course gave me an idea of the true meaning of consumers and it helped me to understand consumer behavior based on the discipline of consumer behavior in the world as their behavioral motives. Consumers are always united, indistinguishable from each other, and they are an important element in daily life