Consumen behavior- chapter 1 and 2 Consumer and Consumer Behavior, Motivation, and Needs

Rr Nurul Kamaril Kusumowardani H14150085

Departement of Economic and Development Study

Faculty of economic and Management 

Bogor Agricultural University www.ipb.ac.id

Consumer behavior Class IKK 233

Department of Family and Consumer Science www.ikk.fema.ipb.ac.id

Collage of Human Ecology www.fema.ipb.ac.id

Bogor Agricultural University www.ipb.ac.id

Lecturer:

1. Prof. Drs. Ujang Sumarwan,Msc

sumarwan.staff.ipb.ac.id 

www.Ujangsumarwan.blog.mb.ipb.ac.id

2. Ir. Lilik Noor Yuliati, MFSA

3. Ir. Megawati simanjutak,MS

4. Retnaningsih,MS

5. Md djamaluddin,MSc

Reference:

Ujang Sumarwan.2011.Perilaku konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: PT Ghalia Indonesia 

Consumen Behavior- chapter 1 and 2 Consumers and Consumer Behavior, Motivation and Needs 

The term consumer behavior refers to the behavior that cosumers display in searching for purchasing, 

using,evaluating and disposing of products and services that they expect will satisfy their needs. 

Another definition is the process of decision making and activities in evaluating, obtaining, using

and spending goods or services. The decision process is the introduction of the next need to find

information and then alternative evaluation so that the purchase and satisfaction occur.

Consumer behavior is important to learn because it has the benefit of helping corporate leaders to

understand the consumer so that they can make good decisions. It also describes the knowledge and

theories of consumers to the researchers so as to analyze consumer behavior well. A good

understanding of consumer behavior will make the consumer have better information about himself,

so as to control his behavior to be a wise consumer and avoid them from harmful business practices. 

In addition, consumer behavior plays an important role in the development of public policy

There are several factors that influence consumer behavior that is individual differences, marketing

strategy and environmental factors. Individual differences that include needs and motivation,

personality,self-concept. Marketing strategy is company, government while environmental factors

such as culture, consumer situation, family and technology.

 
There is one theory about the need of maslow needs theory. The theory explains the basic needs 

described as a level of needs hierarchy. There are 5 levels of needs that are physiological needs
the need for sense of security, the need for a sense of affection, the need for appreciation and 
self-actualization needs