Tugas Resume Kuliah Pertemuan Pertama Perilaku Konsumen

Muhammad Yusuf Ersandy

Departmen Hasil Hutan (www.dthh.fahutan.ipb.ac.id)

Fakultas Kehutanan (www.fahutan.ipb.ac.id)

Institut Pertanian Bogor (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

 

 

Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta (ID): PT Ghalia Indonesia

What do you think when you hear  consumer? the questions from the lecturer of consumer behavior courses Prof Dr Ir Ujang Sumarwan, Msc and asked students to write a word related to consumer. Many words have been written and mentioned by the students  such as goods, buyers, profits, shopping, business subject, manufacturers etc. According to (Sumarwan 2011) consumers related to customers, users, goods, services, bid, compare, attitude perception and motivation. And then consumer behavior is the behavior that consumers show in searching, buying, using, evaluating and depleting products and services.

Consumer behavior in different countries in the era of globalization has many similarities. one of them is on the internet, various countries use the same social media like twitter, facebook, instagram, using the same searching engine like google and use the same video sharing sites like youtube. Besides internet, similarities consumer behavior in many countries likes more interested in buying branded products because of prestige. Because of the influence of globalization, cultural habits and native customs in a country changes with the times in this era of globalization and mixes with foreign culture.

Lectures continued by going into the second chapter Motivation and purpose of consumers. Prof. Ujang explained that motivation can be interpreted as an impulse that exist in a person to perform an action. In addition to the meaning of motivation, Prof. Ujang explained about the motivation model, felt need, and the theory of need. According to Dr. Abraham Maslow the theory of human needs are physiological needs, security needs, social needs, ego needs, and actualization needs. the lack of this theory of spiritual needs and not all sequence according to the hierarchy in reality.