MUHAMMAD
FAISAL ARAS
DEPARTEMEN
BUDIDAYA PERAIRAN (bdp.fpik.ipb.ac.id)
FAKULTAS
PERIKANAN DAN ILMU KELAUTAN (fpik.ipb.ac.id)
KULIAH
PERILAKU KONSUMEN (Consumer Behavior Class)
Prof.
Dr. Ujang Sumarwan, M.Sc
Dr.
Ir. Lilik Noor Yuliati, MFSA
Dr.
Ir. Megawati simanjuntak, MS
Ir.
Retnaningsih, MS
Ir.
Md Djamaluddin, M.Sc
Text Book:
Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya
dalam Pemasaran. Jakarta: PT Ghalia Indonesia.
My name is Muhammad Faisal Aras student of
Aquaculture departement, Faculty of Fisheries and Marine Science, Bogor
Agricultural University.Monday September 4, 2017, 13.00-15.30, I first lecture
course SC that is consumer behavior. The class I taught directly by the experts
that is Mr. Prof. Prof. Dr. Ir. Ujang
Suwarman, M.Sc. He also wrote the book the behavior of consumers and the book
made the Synod for students who take these courses.
Marketers can create marketing communication that
touch consumer characteristics that become their target market (Sumarwan 2011).
A lot of what I see from this first lecture, the interesting thing about this
is the first college without we realize a lot of consumer behavior that exists
within us. Consumer behaviour itself not only studied for marketers or parts of
the company, but also learned to us as consumers and the Government in making
policies and different rules for consumer protection.
The
following summary as I can from the lecture i:
Understanding
The consumer is identical to the user, users,
customers, buyers, and decision makers. There are two types of consumers,
namely 1) individual consumers: consumers who buy goods and services for own
use and 2) consumer organizations: consumers who buy goods and services for the
entire organization activities inside. Consumer behavior can be defined as
behavior that is demonstrated in searching for consumers, buying, using,
evaluating, and spend the products and services that they hope will satisfy
their needs
Consumer
Behavior Research Perspective
A decision-making perspective: assume that the
consumer has a problem and do a rational decision making process
Experiential
perspective (experience): consumers often buy a product because the reason for
excitement, fantasy, or a desired emotion
Perspective:
Behavioral Influence consumer behavior that is affected by external factors
such as marketing programs undertaken by the manufacturer, cultural factors,
environment, economy, etc.
Consumer
behaviour is very important because of the marketing interests of the learned
(for the company), the importance of education and consumer protection (for the
consumer), and the formulation of the policy community and the Consumer Protection
Act (for the Government).
Consumer
decision process in taking/consume products and services is influenced by three
factors, namely, the marketing activities carried out by the manufacturer and
other institutions, individual consumers, perrbedaan factors and environmental
factors consumers.
Some
of the benefits of studying consumer behavior that is helping the company to
understand the direction of the consumer; help consumers make decisions wisely, give knowledge and consumer theory; improve the understanding of the multiple
factors, analysis of the consumer being the cornerstone of marketing
management, and holds an important role in the development of public policy.
The study of consumer behaviour i.e. marketers, pengiat education and consumer
protection, the Government and members of the legislature.
Tidak ada komentar:
Posting Komentar