INTRODUCTION TO CONSUMER BEHAVIOR

PERTEMUAN 01

Matakuliah : J0384 – Perilaku KonsumenTahun : Ganjil 2007/2008

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MEKANISME DAN SISTEM PEMBELAJARAN

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• Definition• Applications• Consumer behavior outcomes

FRAMEWORK

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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.

ONE DEFINITION

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APPLICATIONS OF CONSUMER BEHAVIOR

• Marketing Strategy• Regulatory (Public) Policy• Social Marketing• Personal Consumer Skills

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ORIENTATIONS IN THE STUDY OF CONSUMER BEHAVIOR

• 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 influences on consumption—e.g.,–Fads, fashions–Diffusion of innovation–Popular culture

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THE NATURE OF CONSUMER BEHAVIOR

• 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

• Society– Economic– Physical

environment– Social welfare

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• Class Discusion• Q/A