Kusriani
G54150047
Matematika (math.ipb.ac.id)
Fakultas Mate,atika dan Ilmu Pengetahuan Alam (fmipa.ipb.ac.id)
Institut Pertanian Bogor (ipb.ac.id)
Consumer Behavior Class
Departemen of Family and Consumer Science (www.ikk.fema.ipb.ac.id)
College of Human Ecology (www.fema.ipb.ac.id)
Institutu Pertanian Bogor
Nama Dosen :
1. Prof.Dr.Ir. UJANG SUMARWAN, M.Sc (www.sumarwan.staff.ipb.ac.id, www.ujangsumarwan.blog.mb.ipb.ac.id, sumarwan@mb.ipb.ac.id)
2. Dr. Lilik Noor Yuliati, MFSA
3. Dr. Ir. Megawati simanjuntak, MS
4. Ir.
Retnaningsih, MS
5. Ir. Md
djamaluddin, MSc
Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan
Penerapannya dalam Pemasaran. Jakarta: PT Ghalia Indonesia.
Consumers
are about users,buyers and price taker. They find information to compare
something. The term consumer behavior refers to the behavior that consumers
display in searching for, purchasing, using, evaluating, and disposing of
product and services that they expect will satisfy their needs. Professor
sumawan gives conclusion that consumer behavior is all activity, act and
psychological proses to buy, use and to complete a product. There is consumer
Private and Organization. Private Consumer is buy something to use by self or
maybe to make gift. Organization consumer is business organization, foundation,
social form e.t.c that they have to buy product to make all activity in their
organization.
Consumer
behavior appear because consumers have same activity and different activity. Consumer in the whole world wear same dress
and accessories. Globalization make it happen. Goverment must know about
consumer behavior because they must educate and protect consumers. Consumer
decision model is about how consumers buy and consume something have several
teps; acquaintance,seeking information, alternative evaluation, process of
buying and satisfaction. Characterictics of consumer that influence process of
decision consumer are religion, need, personality, perception, process of
studying, knowledge and attitude.
Consumers
have motivation to do something that they want to do. Goal oriented behavior is
fullfil their needs. Maslow was classify five human needs. They are
physiological or biogenic needs, safety needs, social needs, egoistic or esteem
needs and need for selfactualization. . Maslow’s theory used to do segmentation
market and positioning product. Key word of positioning is perception consumer
to a product. David McClelland wrote McClelland’s Theory of Learned Needs.
There is three basic needs in this theory, needs for achievement, needs for
affiliation and needs for power.
