INTRODUCTION TO CONSUMER BEHAVIOR PERTEMUAN 01 Matakuliah: J0384 – Perilaku Konsumen Tahun: Ganjil 2007/2008

Bina Nusantara MEKANISME DAN SISTEM PEMBELAJARAN

Bina Nusantara Definition Applications Consumer behavior outcomes FRAMEWORK

Bina Nusantara 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

Bina Nusantara APPLICATIONS OF CONSUMER BEHAVIOR Marketing Strategy Regulatory (Public) Policy Social Marketing Personal Consumer Skills

Bina Nusantara ORIENTATIONS IN THE STUDY OF CONSUMER BEHAVIOR Anthropology Economics History and geography Psychology Sociology

Bina Nusantara ANTHROPOLOGY The study of people within and across cultures Emphasis on cross-cultural differences Questioning of assumptions within own culture

Bina Nusantara 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”

Bina Nusantara HISTORY AND GEOGRAPHY Origins of behavior, perspectives, and traditions Impact of geography on individuals – Isolation – Language development – Climate Geographic determinism

Bina Nusantara PSYCHOLOGY Study of human thinking and behavior Some issues – Personality – Personal development – Cognition (thinking), perception – Attention and its limitations – “Learning”—e.g., acquired tastes

Bina Nusantara Sociology Cultural and interpersonal influences on consumption—e.g., – Fads, fashions – Diffusion of innovation – Popular culture

Bina Nusantara THE NATURE OF CONSUMER BEHAVIOR External Influences Internal Influences Self-Concept Situations Experiences and acquisitions

Bina Nusantara OUTCOMES Firm – Product position/perception – Sales – Customer satisfaction Individual – Need satisfaction – Injurious consumption Society – Economic – Physical environment – Social welfare

Bina Nusantara Class Discusion Q/A