Haryanto's Notes on Consumer Behaviour Class
Graduate Programme of Management
North Sumatera University
--------------------------------------------------

Lecturer : Prof. Dr. Ir. Ujang Sumarwan, M.Sc.
                www.ujangsumarwan.blog.mb.ipb.ac.id


                               Based on Consumer Behaviour Textbook by Ujang Sumarwan


CHAPTER 2  MOTIVASI DAN KEBUTUHAN

Motivasi : dorongan kuat individu untuk melakukan sesuatu

Kebutuhan:
1. Faktor diri konsumen (fisiologis) rasa lapar, rasa haus
    Faktor luar konsumen : aroma makanan, rumah mewah

2. Primary Needs      : Rumah, Makanan
    Acquired Needs    : Rumah mewah, Makanan enak

Model Motivasi

Model Hireaki Kebutuhan 

Motivasi dan Strategi Pemasaran
                     
                                         2 aplikasi penting dari teori motivasi :  
                                           SEGMENTASI dan POSITIONING

Haryanto's Notes on Consumer Behaviour Class
Graduate Programme of Management
North Sumatera University
--------------------------------------------------

Lecturer : Prof. Dr. Ir. Ujang Sumarwan, M.Sc.
                www.ujangsumarwan.blog.mb.ipb.ac.id


                               Based on Consumer Behaviour Textbook by Ujang Sumarwan

Chapter 1

Definition : 
The term Consumer Behavior refers to the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services, that they expect will satisfiy their needs.

Consumer Behavior studies (4W + 2H): "What they buy?".... "Why they buy it".... "When they buy it?"..... "Where they buy it?"......"How often they buy it?"......"How often they use it?"......


Focus :
Focus of the study : Individual Consumer, not Organizational Consumer.

Three main decision factor :
1. Marketing Strategy
2. Individual Differencies
3. Environment/External Factor

Focus of study : Individual and environmental, not marketing strategy.



 

The Optimist Creed

The Optimist Creed

I promise myself

To be strong that nothing can disturb my peace of mind

To talk healthy, happiness and prosperity to every person I meet

To make all my friends feel that there is something in them

To look at the sunny side of everything and make my optimism come true

To think only of the best, to work only for the best, and expect only the best

To be just as enthusiastic about the success of others as I am about my own

To forget the mistakes of the past and press on the greater achievements of the future

To wear a cheerful countenance at all times and give every person I meet a smile

To give so much time to the improvement of myself that I have no time to critic others

To be too large for worry, too noble for anger, too strong for fear and too happy to permit the presence of trouble