Friday, February 24, 2017 di 7:56 PM Diposkan oleh Andhika Kartika Rahayu 0 Comments

Andhika Kartika Rahayu (G64150004)

Department of Computer Science (

Faculty of Mathematics and Natural Science (

Bogor Agricultural University (

Consumer Behavior Lecture IKK233 (Consumer Behavior Class)  22-02-2017

Department of Family and Consumer Science (

Faculty of Human Ecology (

Bogor Agricultural University (


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

Dr. Ir. Lilik Noor Yuliati, MFSA

Dr. Ir. Megawati Simanjuntak, MS

Ir. Retnaningsih, MS

Ir. Md djamaluddin, MSc

Book:Sumarwan U. 2015. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran, Edisi 2 Cetakan 3. Jakarta (ID): PT Ghalia Indonesia.

On Wednesday, February 22, 2017. I got consumer behavior lecturer from Prof. Dr. Ir. Ujang Sumarwan, M.Sc. It was the first time i studied about consumer behavior.

Do you know? What the meaning of consumer behavior? Can you answer it? Yha, that question is what Prof. Ujang asked to every student who attended in his class. There are so many meanings of behavior consumer. So, I just qouted the meaning of consumer behavior from Schiffman and Kanuk (2010). “The term consumer behavior refers to the behavior that consumer display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.” (page: 4)

The consumer behavior essentially learn about “Why do consumer do what they do”. Study of consumer behavior is about how the person made decision to allocate available resources (time, money, effort, and energy). Study of consumer behavior is coveri: 4W + 2H (What they buy? Why they buy it? When they buy it? Where they buy it? How often they buy it? How often they use it?)

Human will consume something because of their motivation. Based on Maslow’s Hierarchy of Needs has often been represented in a hierarchical pyramid with five levels. The four levels (lower-order needs) are considered physiological needs, while the top level of the pyramid is considered growth needs. The lower level needs must be satisfied before higher-order needs can influence behavior.

  • Self-actualization – includes morality, creativity, problem solving, etc.
  • Esteem – includes confidence, self-esteem, achievement, respect, etc.
  • Belongingness – includes love, friendship, intimacy, family, etc.
  • Safety – includes security of environment, employment, resources, health, property, etc.
  • Physiological – includes air, food, water, sex, sleep, other factors towards homeostasis, etc.

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