Blog Kuliah Perilaku Konsumen (M. Labib Naufaldi G34140093)

M. Labib Naufaldi

Department of Resources and Environmental Economics (www.esl.fem.ipb.ac.id)

Faculty of Economics and Management (www.fem.ipb.ac.id)

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

Kuliah Perilaku Konsumen IKK233 (Consumer Behavior Class)

Department of Family and Consumer Sciences (www.ikk.fema.ipb.ac.id)

College of Human Ecology (www.fema.ipb.ac.id)

Bogor Agricultural University (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)

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

Ringkasan kuliah pertemuan 1:

Consumer's behavior have a wide meaning, not only 'buying' or 'consuming', but also searching, using, needing, percepting, choosing, etc. There are many words to describe about consumer.

Experts stated several definition of consumer behavior, there are:

1. Process in making decision and physical activity to evaluate, get, use, and to spend a product or service. (London and Della-Bitta 1993)

2. A behavior shown by people that planning, buying, and using the economical products and services. (Winardi 1991)

Dimensions of consumer behavior

There a three thing tha consumer will do about product, service, or ideas:

1. How the consumer get it?
2. How they consume it?
3. How they spend the rest or the unconsumed part?

Consumers in the world have more similiar behavior because of many factors:

1. They are using the same products, especially technological thing in the internet, for example Youtube, Google, Instagram, Facebook, etc.
2. They are wearing the same clothes and accessories, with fast-spreading the global trends today.
3. They are playing the same sports, such as football, baskeball, badminton, etc. Those sports a played through countries, in world stage competitions.
4. Multinational companies are more aggressive in marketing their products, getting a lot of consumers around the world.

Why we need to study consumer behavior? It is because consumer behavior is dynamic and interesting to learn.

The consumer behavior also have some decisioning process, they are:

1. Needs identification
2. Information seeking
3. Alternative evaluation
4. Buying
5. Consumption
6. Post-consumption evaluation

Mengapa kita harus mempelajari perilaku konsumen? Ini karena perilaku konsumen dinamis dan menarik, juga untuk melindungi konsumen. Perilaku konsumen mempunyai proses keputusan yaitu:
1.      Pengenalan kebutuhan
2.      Pencarian informasi
3.      Evaluasi alternatif
4.      Pembelian
5.      Konsumsi
6.      Evaluasi pascakonsumsi

Who neeed to study consumer behavior? 

1. Marketers (company or service providers)
2. Government related to consumer protection
3. Consumer protection institution
4. Consumers themself

Maslow stated five human needs based on the level of importance. They are:

1. Physiological needs (food & sex)
2. Need of security and feeling secure
3. Social needs (friendship, need to be respected)
4. Egoistic need (status, self confidence)
5. Self actualization (success, power)