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