Consumer Behavior class

-RATNA NUR OKTAVIA –

- COLLEGE LIFE –

Agronomy and Horticulture Department                http://agrohort.ipb.ac.id/

Faculty of Agricultural                                            http://faperta.ipb.ac.id/

Bogor Agricultural University                                  www.ipb.ac.id

                       

- CONSUMER BEHAVIOR CLASS (IKK233) -

From:

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

- COLLEGE TEACHERS -

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

- BOOK REFERENCE -

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

- FIRST MEETING -

Consumer Behavior first meeting held on Thursday, February 11, 2016. In addition to discussing the contract lectures and order, the first meeting of Consumer Behavior also raises two materials as well, including 'Introduction' and 'Motivation and Needs'.

Preliminary.

Consumers can be interpreted as a customer, user, buyer, or the decision makers who will always be associated with the goods, services, brand, price, and quality. Consumers will always try to bargain, looking for information, and compare brands. Consumers will have the different perception, preferences, and attitudes motivation from one another.

According Sumarwan, consumer behavior can be defined as all activities that encourage action before buy, when to buy, use, and spent a product or service to finally conduct the evaluation. Consumer stimulus can be generated through the advertisement or billboard. Consumer behavior will also always associate with consumer psychology.

      Consumers will consume the goods or services in accordance with the segmentation. Segmentation is a grouping of the market in certain characteristics based on the situation, geography, and culture. To attract customers, producers need their marketing mix that includes:

  

4P include price, product, placement, and promotions. While the people mean the people who’ll serve the consumers, process serving consumers mean phases, whereas physical evidence means evidence to consumers.

Motivation and Needs.

Motivation can be defined as an impulse that comes from ourselves and arise because of the gap. Cognitive is the push of our self because of the experience that influences behavior. The purpose of motivation can be divided into general and specific.

a. Maslow Theory

b. McClelland’s Theory

    Achievement

    Affiliation

    Power