Summary of 1st Week on Consumer Behavior Course

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Khalishah Rahma Safira (F24150023)

Department of Food Science and Technology (http://fst.ipb.ac.id)

Faculty of Agricultural Technology and Engineering (http://fateta.ipb.ac.id)

 

Consumer Behavior Class IKK 233

Department of  Family and Consumer Sciences (http://ikk.fema.ipb.ac.id)

Faculty of Human Ecology (http://fema.ipb.ac.id)

Bogor Agricultural University (http://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)

Dr. Ir. Lilik Noor Yuliati, MFSA

Dr. Ir. Megawati simanjuntak, MS

Ir. Retnaningsih, MS

Ir. Md djamaluddin, MSc

 

Ujang Sumarwan. 2015. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: PT Ghalia Indonesia.

 

Monday afternoon class, February 13th 2017

Monday, February 13th 2017 was my first class on this course. At the beginning of the class, the lecturer told us to write what words that comes up in our mind when we heard about “consumer” and he asked everyone at the class, one by one, and our answer couldn’t be same. The aim from this section is we should take every chances that given to us because the chance may not come twice.

Then it continued to the introduction of consumer behavior course and what things we will learn on the next 13 (total 14) weeks. In fact, consumer behavior is to understand about ‘why do what they do’. So, consumer behavior is all of activities, actions, and also the psychological processes that drive those action before buy it, when buying it, when using it, spent the products and services after done those things, or evaluation activity (Sumarwan 2015). Simply, study about consumer behavior include what they buy, why they buy it, when they buy it, where they buy it, how often they buy it and how often they use it (Sumarwan 2015). Dimension of consumer behavior can be divided into 3 parts; how to get it, how to consume it, and how to spend the rest of consumption.

Some of similiarities on consumers all over the world are the type of their clothes, accessories, foods, they follow brands and trends, they have same hobbies, etc. It’s all because of globalization that caused the border of geographic and cultural become less, thus the behavior of every consumers can be more similar day by day. Other things that affected this are the internet that getting easier to accessed by everyone in the world and the aggressive marketing program from the multinational company.

Consumer decision process affected by three main factors; marketing strategy, individual differences and environmental differencess (Sumarwan 2015). Basically, when people buy something or consume something, they have their own motivation why they do it. Motivation comes when they need something, and necessity comes when they feel the state of tension between what should they feel and what exactly they feel. So the necessity that they feel, push them to do action to fill their needs.

Studying consumer behavior is important not only for producers, but also for consumers, academician, and government.


Khalishah Rahma Safira (F24150023)

Department of Food Science and Technology (http://fst.ipb.ac.id)

Faculty of Agricultural Technology and Engineering (http://fateta.ipb.ac.id)

Bogor Agricultural University (http://ipb.ac.id)

Kuliah Perilaku Konsumen IKK233 (Consumer Behavior Class)
Department of Family and Consumer Sciences (www.ikk.fema.ipb.ac.id)
Faculty of Human Ecology (www.fema.ipb.ac.id)
Bogor Agricultural University IPB (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)

Dr. Ir. Lilik Noor Yuliati, MFSA

Dr. Ir. Megawati simanjuntak, MS

Ir. Retnaningsih, MS

Ir. Md djamaluddin, MSc

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