CONSUMER BEHAVIORS COURSE

MODULE 1. CONCEPTUAL PERSPECTIVES AND FRAMEWORK CONSUMER

BEHAVIOR
1. Development of Consumer Behavior Theory
• Pre-1960: Based on economic theory; consumers maximize utility subject to income
and price constraints.
𝑀𝑎𝑥; 𝑈 = 𝑓(𝑞1. 𝑞2)
𝐾𝑒𝑛𝑑𝑎𝑙𝑎; 𝑀 = 𝑝1𝑞1 + 𝑝2𝑞2
Exp:
U: utility (satisfaction)
M: consumer income
q₁, q₂: quantity of products 1 & 2
p₁, p₂: price of products 1 & 2
• Ceteris paribus: assuming other variables are constant.
• Criticism: Difficulty in empirical proof (Sumarwan, 2004).
• 20th Century: Integration of psychology (cognition, affect, psychomotor behavior)
with economics.
- Key figures: George Katona, Robert Ferker, John A. Howard, Jogdish N.
Sheth.
• Multidisciplinary approach:
- Micro-consumer behavior (individuals) is at the top of the pyramid.
- Macro-consumer behavior (groups/societies) is at the base of the pyramid.

Gambar menampilkan perbedaan fokus mikro vs. makro serta disiplin ilmu yang
berkontribusi.

2. Understanding Consumer Behavior Theory

No. Penulis & Tahun Definition (blockquote)
Gerald Zaldman &
> “Consumer behavior are acts, process and social relationship
1 Melanie
exhibited by individuals, groups and organizations in the
Wallendorf (1979)
 obtainment, use of, and consequent experience with products,
services and other resources.”
David L. Loudon > “Consumer behavior may be defined as decision process and
2 & Albert J. Della physical activity individuals engage in when evaluating, acquiring,
Bitta (1984) using or disposing of goods and services.”
> “Consumer behavior is defined as the acts of individuals directly
James F. Engel et involved in obtaining and using economic goods and services
3
al. (1968) including the decision process that precedes and determines these
acts.”
> “The term consumer behavior refers to the behavior that
Schiffman & consumers display in searching for, purchasing, using, evaluating
4
Kanuk (1994) and disposing of products and services that they expect will satisfy
their needs.”
> “It is the study of the processes involved when individuals or
Michael R.
5 groups select, purchase, use, or dispose of products, services, ideas,
Solomon (2020)
or experiences to satisfy needs and desires.”
> “Consumer behavior is the study of individuals, groups, or
organizations and the processes they use to select, secure, use, and
Hawkins, Best, &
6 dispose of products, services, experiences, or ideas to satisfy needs
Coney (2001)
and the impacts that these processes have on the consumer and
society.”

So, Consumer behavior is the study of individuals, groups, or organizations and the processes
by which they select, use, and dispose of products, services, experiences, or ideas to satisfy
needs and the impacts of these processes on the consumer and society.

3. Benefits of Consumer Behavior

• For researchers (research): Understanding consumption patterns and trend
predictions.
• For marketing practitioners: Persuading consumers to purchase products.
- Understanding consumer motivation, behavior, and decision-making
processes to design appropriate strategies.
- For educational institutions and consumer protection agencies: Helping
consumers make wise product choices and avoid fraud.
• For government and politics: Providing a basis for formulating public policy (e.g.,
the recall of milk containing melamine in 2008).
The Food Law increases production through halal certification, stimulates consumption, and
has a positive impact on the economy (Sumarwan, 2004).

4. Consumer Behavior Study Users

Stakeholders Analysis Focus
Consumer psychology, socio-cultural factors, economic
Enterpreneurs/Marketers
principles, marketing strategies.
Marketing Experts Behavioral analysis to increase satisfaction and loyalty.
Store Managers &
Understand consumer needs directly.
Salespeople

5. Consumer Decision-Making Model

• Consumer Process Stages (flowchart)

• The diagram shows three main phases: pre-purchase, purchase, and post-purchase,
each from the consumer and marketer perspectives.
- Pre-purchase: need recognition, information search, evaluation of alternatives.
- Purchase: purchase decision, transaction, buying experience.
- Post-purchase: use, satisfaction evaluation, likelihood of repurchase or disuse.
• Model Elements
- Internal stimuli (cognitive, affective)
- External stimuli (environmental, cultural, advertising)
- Processing (perception, judgment, memory)
- Response (product choice, use, disposal)

Important note: A thorough understanding of psychological, socio-cultural and economic

elements is crucial for interpreting consumer behavior and designing effective marketing
strategies.