Review Kuliah I

Review Kuliah Perilaku Konsumen Rabu Siang, 7 September 2017

Yora Saprillia

Depertemen Ekonomi Sumberdaya Lingkungan (www.esl.ipb.ac.id)

Fakultas Ekonomi dan Manajemen (www.fem.ipb.ac.id)

Institut Pertanian Bogor (ipb.ac.id)

Kuliah Perilaku Konsumen IKK233 (Consumer Behavior Class)

Department of Family and Consumer Sciences (www.ikk.fema.ipb.ac.id)

College of Human Ecology (www.fema.ipb.ac.id)

Bogor Agricultural University IPB (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

Textbooks of Consumer Behavior

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

Kuliah Rabu Siang 7 September 2017

        The prime class lecture of consumer behavior is very impressive. The material and lecture is

(Prof. Dr. Ir Ujang Sumarwan M, Sc) is very collaborative so it makes me very passionate in learning.

At the beginning of the lesson, we all have to express an opinion about what consumer behavior is in 

one to three words, all of us; all students. There are many opinions such as consumers are lovers of 

satisfaction, bodyguards, thrifty, intelligent, trendy, and many more opinions.

       After that we are presented with theories of consumer behavior in the slide. Lecture explains that in one theory of the term Sumarwan The term consumer behavior is defined as all activities, actions, and psychological processes that encourage such action before buying, when buying, using, spending products and services after doing the above or evaluating activities.

There are several benefits of studying consumer behavior:

1. For the government, in order to draft laws and laws that protect consumers.

Example: The government through MUI issues halal certificates for certain food products that have fulfilled the requirements. This is to protect Muslim consumers

2. For the company to understand the consumer so that it can make decision well

3. For researchers, in order to analyze consumer behavior well

      Further entry in the second chapter that is about Consumer Motivation, motivation arises because 

of the perceived needs of consumers. Needs themselves arise because consumers feel the discomfort 

between the perceived and the real perceived. and there are maslow theories about the five human needs 

based on the level of importance from the lowest to the most high that consists of physiological needs, 

safety needs, social needs, egoistic needs, and need for self actualization

      From this first lecture, I became a lot of knowing what kind of consumer and how the science of consumer behavior presenting his scholarship. Indeed in today's life if you want to be someone who is engaged in business in the broad sense, we must know how the consumer behavior in order to control business risks. Very interesting in consumer behavior that the science of consumer behavior is very close and real, of course this science is very applicable and useful in every