Consumer Behavior

CONSUMER BEHAVIOR TASK 1 (Tuesday morning)

Tetinia Gulo/G74140051


Gedung  Rektorat  Universitas Indonesia

Consumer Behavior Class IKK233

Departmen of Family and Consumer Science (
Collage Of Human Ecology ( )
Bogor Agricultural University ( )

Lectures :
Prof. Dr. Ir. Ujang Sumarwan, M.Sc (,,

   Dr. Ir. Lilik Noor Yuliati, M.FSA
Dr. Ir. Megawati Simanjuntak, M.S
Ir. Ratnaningsih, M.S
Ir. Md Djamaludin, M.Sc
Sumarwan U. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: PT Ghalia Indonesia


The first meeting of Consumer Behavior courses held on February 14, 2017. This course starts at 07.30 and ends at 10.00 with the lecturer is Prof. Dr. Ir. Ujang Sumarwan, M.Sc. Prof Ujang began the lecture by introducing yourself and briefly introduce courses Consumer Behavior (IKK-233) as well as read the contract lecture courses Consumer Behavior. Early lecture Prof Ujang begin with a question to students, “What do you think of when you hear the word CONSUMER?”. All students are asked to write the answer on each paper, and among students of one another are prohibited had the same answer. Consumers do not just mean buying, but the consumer is a party to the process used, search, buy, need, and make decisions, and evaluate to obtain goods and services.

Consumers have the characteristics of each in obtaining goods or services. These characteristics are referred to as consumer behavior. Some experts express their opinions on the definition of consumer behavior.

Sciffman and Kanuk (2010) define the consumer behavior as…
“The term consumer behavior refers to the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs”.

Sumarwan (2010) declare,
“From some definitions that has mentioned, we can conclude that consumer behavior is all activities, actions, and psychological processes that encourage such actions in the moments before buy, when to buy, use, spend their products and services after doing these things or activities evaluated”.

Engel, Blackwell and Miniard (1995) defines it as “The act which is directly involved in obtaining, consume and spend your products and services, including the decision processes that precede and follow this act”.

Loudon and Della-Bitta (1993) “The process of decision making and physical activity in evaluating, acquiring, using and spend on goods or services”.

Winardi (1991) “Behavior directed by people in planning, buying, and using economic goods and services”.

Then Prof Ujang explained that perspective greatly influences the way of thinking and identify the factors that influence consumer behavior. Consumer behavior research consists of three perspectives, namely decision-making perspective, perspective of the experiential (experience), and the perspective of behavioral effects. The study of consumer behavior include the following. What the buy ?, Why they buy it ?, When ?, Where they buy it they buy it ?, How Often they buy it ?, and How Often they use it ?. In addition, Prof Ujang also describes the dimensions of consumer behavior, the behavior of consumers around the world, the history of the discipline of consumer behavior, why studying consumer behavior and consumer decision model. The process of consumer decision to purchase goods or services affected by three main factors, namely, marketing activities undertaken by producers and other institutions, consumers individual differences factors, and environmental factors consumers.

Theory of Needs

Maslow expresses five human needs based on their level of importance ranging from lowest to highest:

  1. Physiological needs, such as food, air, water, etc.
  2. Safety needs, such as protection, regulation, and legislation.
  3. Social needs, such as be adored, have a friend, a sense of belonging, etc.
  4. Ego needs, such as state, pride, confidence, etc.
  5. Self-actualization, such as success and power.

After  exposure of some the material, Prof Ujang back provide questions to students. The question that is the reason why college, why choose IPB, why choose a major, and why taking courses Consumer Behavior.