Perilaku Konsumen
Ilmu Komputer (cs.ipb.ac.id)
Fakultas Matematika dan Ilmu Pengetahuan Alam (fmipa.ipb.ac.id)
Institut Pertanian Bogor (ipb.ac.id)
Kuliah Perilaku Konsumen IKK233 (Consumer Behavior Class)
Departement of Family and Consumer Science (www.ikk.fema.ipb.ac.id)
Collage of Human Ecology (www.fema.ipb.ac.id)
Institut Pertanian Bogor (ipb.ac.id)
Nama Dosen:
Prof Dr Ir UJANG SUMARWAN, MSc (www.sumarwan.staff.ipb.ac.id, http://www.ujangsumarwan.blog.mb.ipb.ac.id, sumarwan@mb.ipb.ac.id)
Dr. Ir. Lilik Noor Yuliati, MFSA
Dr. Ir. Megawati Simanjuntak, MS
Ir. Ratnaningsih, MS
Ir. Md Djamaludin, MSc
Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: PT Ghalia Indonesia.
Class : Thursday 07.30-10.00 WIB
In this class we learned about chapter I and chapter II at Consumer Behaviour book created by Prof Dr Ir Ujang Sumarwan, MSc.
Consumer behaviour is an activity, action and psychology process that push action before, when and after buy a products or services. Consumer itself related to:
User,
Product, services, merk, price, quality
Search information
Motivation
Dimension of consumer behaviour are:
How do they get it?
How do they consume it?
How do they get rid off leftovers or the part that they didn’t consume?
Why we should learn about consumer behaviour? It is because consumer behaviour is something dynamic and interesting. Beside that it also to protect consumer. Consumer behaviour have descision process such as :
Marketing strategies undertaken by governments, corporations, nonprofit organizations, and political parties.
Individual differences among the needs and motivations, personality, self-concept and knowledge.
Environmental factors as cultural, family, demographic, social, and economic, reference groups, and the situation of consumers.
#Motivation and Needs
Motivation appears as the felt needs of the consumer. Motivation can come from the inside of the human itself. Motivation that come to survive, like drink and food, it calls primer needs. Meanwhile, secondary needs is a response from the environment.
Needs are classified into :
The need for biological or physiological that consumers needs to survive.
The need motifs are created and emerging needs as consumer reaction to the environment and culture that is psychological because it comes from a subjective attitude of consumers and environment, such as self-esteem, prestige, affection and power.
Maslow declared a theory that consist 5 needs of human :
Physiological needs
Need for security
Social needs
The ego needs
Self-Actualization needs.
Motivation and needs greatly influence consumer behaviour in the decision making, so it is important for manufacturers to know their customer motivation and needs to determining their marketing stategy.
Fakultas Matematika dan Ilmu Pengetahuan Alam (fmipa.ipb.ac.id)
Institut Pertanian Bogor (ipb.ac.id)
Kuliah Perilaku Konsumen IKK233 (Consumer Behavior Class)
Departement of Family and Consumer Science (www.ikk.fema.ipb.ac.id)
Collage of Human Ecology (www.fema.ipb.ac.id)
Institut Pertanian Bogor (ipb.ac.id)
Nama Dosen:
Prof Dr Ir UJANG SUMARWAN, MSc (www.sumarwan.staff.ipb.ac.id, http://www.ujangsumarwan.blog.mb.ipb.ac.id, sumarwan@mb.ipb.ac.id)
Dr. Ir. Lilik Noor Yuliati, MFSA
Dr. Ir. Megawati Simanjuntak, MS
Ir. Ratnaningsih, MS
Ir. Md Djamaludin, MSc
Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: PT Ghalia Indonesia.
Class : Thursday 07.30-10.00 WIB
In this class we learned about chapter I and chapter II at Consumer Behaviour book created by Prof Dr Ir Ujang Sumarwan, MSc.
Consumer behaviour is an activity, action and psychology process that push action before, when and after buy a products or services. Consumer itself related to:
User,
Product, services, merk, price, quality
Search information
Motivation
Dimension of consumer behaviour are:
How do they get it?
How do they consume it?
How do they get rid off leftovers or the part that they didn’t consume?
Why we should learn about consumer behaviour? It is because consumer behaviour is something dynamic and interesting. Beside that it also to protect consumer. Consumer behaviour have descision process such as :
Marketing strategies undertaken by governments, corporations, nonprofit organizations, and political parties.
Individual differences among the needs and motivations, personality, self-concept and knowledge.
Environmental factors as cultural, family, demographic, social, and economic, reference groups, and the situation of consumers.
#Motivation and Needs
Motivation appears as the felt needs of the consumer. Motivation can come from the inside of the human itself. Motivation that come to survive, like drink and food, it calls primer needs. Meanwhile, secondary needs is a response from the environment.
Needs are classified into :
The need for biological or physiological that consumers needs to survive.
The need motifs are created and emerging needs as consumer reaction to the environment and culture that is psychological because it comes from a subjective attitude of consumers and environment, such as self-esteem, prestige, affection and power.
Maslow declared a theory that consist 5 needs of human :
Physiological needs
Need for security
Social needs
The ego needs
Self-Actualization needs.
Motivation and needs greatly influence consumer behaviour in the decision making, so it is important for manufacturers to know their customer motivation and needs to determining their marketing stategy.
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