Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
INTRODUCTION TO CONSUMER BEHAVIOR
PERTEMUAN 01
MEKANISME DAN SISTEM PEMBELAJARAN
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FRAMEWORK
• Definition
• Applications
• Consumer behavior outcomes
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ONE DEFINITION
Consumer behavior:
the study of individuals, groups, or
organizations and the processes they use to
select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs
and the impacts that these processes have on
the consumer and society.
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APPLICATIONS OF CONSUMER BEHAVIOR
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Marketing Strategy
Regulatory (Public) Policy
Social Marketing
Personal Consumer Skills
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ORIENTATIONS IN THE STUDY OF CONSUMER
BEHAVIOR
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Anthropology
Economics
History and geography
Psychology
Sociology
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ANTHROPOLOGY
• The study of people within and across cultures
• Emphasis on cross-cultural differences
• Questioning of assumptions within own culture
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ECONOMICS
• Basic economic issues
– Supply and demand
– Rational decision making
– Perfect information
• Emphasis on predicting behavior
• Complications in real life
• Behavioral economics—e.g., “mental accounting”
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HISTORY AND GEOGRAPHY
• Origins of behavior, perspectives, and traditions
• Impact of geography on individuals
– Isolation
– Language development
– Climate
• Geographic determinism
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PSYCHOLOGY
• Study of human thinking and behavior
• Some issues
– Personality
– Personal development
– Cognition (thinking), perception
– Attention and its limitations
– “Learning”—e.g., acquired tastes
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Sociology
• Cultural and interpersonal
consumption—e.g.,
– Fads, fashions
– Diffusion of innovation
– Popular culture
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influences
on
THE NATURE OF CONSUMER BEHAVIOR
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External Influences
Internal Influences
Self-Concept
Situations
Experiences and acquisitions
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OUTCOMES
• Firm
– Product
position/perception
– Sales
– Customer satisfaction
• Individual
– Need satisfaction
– Injurious consumption
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• Society
– Economic
– Physical
environment
– Social welfare
• Class Discusion
• Q/A
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