Dellania Tri Husnisa
Department of Food Science and Technology (fst.ipb.ac.id/)
Faculty of Agricultural Technology (http://fateta.ipb.ac.id/)
Bogor Agricultural University (www.ipb.ac.id)
Consumer Behavior Class (IKK233)
Department of Family and Consumer Sciences
(www.ikk.fema.ipb.ac.id)
Faculty 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
Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan
Penerapannya dalam Pemasaran. Jakarta: PT Ghalia Indonesia.
Monday, February 13th 2017
Consumer has a so many definitions or meanings. We
can say it as the receiver of the goods and services, the user, the subject of
economy, and anything else. Every person has their own reason about why they
become the consumer. It might be separated into four factors, first is social
factor. We buy or consume something because of the influence from people near
us, it can be our friends, groups, and anything that has similar relation to us.
Then, the economic factor. The economic situation obviously can influence us to
consume something, since we really need a thing for the sake of survive in some
situation or condition, maybe because it is cheap or many adventage, it can be
the example of the reason. Next is psycological factor, our perception may
bring us to choose something that we believe it is the best from the others.
The shape, color, or another physics character, or just make it short, we
consume it because it is our taste. Last is antropology factor that bring us to
consume a thing. Culture especially, it will look strange when we do not
consume what our grown-ups consume. It seems like an obligation to consume,
like or dislike, want it or not. Product that we consume also can be separated.
There is a general product and special product. General product for example
like when someone ask for a solution for a case, let just say he or she is in
the situation after graduate from senior high school, we recommend her or him
to continue study by going to university. The different between general product
and special product regarding to the example before is, we will recommend her
or him with the specific institution, like going to Bogor Agricultural
University to continue study with the several reasons based on the adventage
that she or he will get.
