Haerani Suryadi Arya (G34140066)
Department
of Biology (www.biologi.ipb.ac.id)
Faculty
of Mathematics and Science (www.fmipa.ipb.ac.id)
Institut
Pertanian Bogor (www.ipb.ac.id)
Kuliah
Perilaku Konsumen IKK233 (Consumer Behaviour) September 2017-Januari 2017
Departement
of Family and Consumer Sciences,
College
of Human Ecology ( www.ikk.fema.ipb.ac.id )
Bogor
Agricultural University IPB ( www.ipb.ac.id )
Lecturer
:
Prof
Dr Ir Ujang Sumarwan, MSc ( www.ujangsumarwan.blog.mb.ipb.ac.id, sumarwan@mb.ipb.ac.id, www.sumarwan.staff.ipb.ac.id )
Buku Panduan yang
digunakan:
Ujang
Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam
Pemasaran. Jakarta (ID): PT Ghalia Indonesia.
Kuliah
Pertemuan 1 (9 September 2017)
Kelas Jumat Siang pukul 13.00-15.30 WIB
In the first lecture we explain about the
contract lectures and rules that must be obeyed when the lecture begins. Next, discusse about motivation and needs. Schiffman and
Kanuk (2000) Motivation can be described as driving forcewithin individuals
that impels them to action. This driving force is produced by state of tension,
which exists as the result of an unfulfilledneed. Motivation appear because of the perceived needs
of consumers. Consumers are users, buyers, and decision makers. Consumers are
influenced by perceptions, attitudes, lifestyles, and motivations. Consumer
decision model through several processes namely the introduction of needs,
information search, alternative evaluation, purchasing, and customer
satisfaction. Consumer decisions are influenced by several factors: individual
differences, consumer environmental factors, and marketing strategies. Consumer
feel need primary, utilitarian, expressive, acquired. Consumer behavior must be known by
producers, education activists and consumer protection, as well as government
and legislative members. Marketing managers generally conduct environmental
analysis, market research, segmentation, positioning and differentiation, and
marketing .
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