GROUP 5

CONSUMER
BEHAVIOR

MARISCHA PUTRI P 18032000007

FEBRIANTI LATIFAH ARIND 18032000010
DEVANDO TRENADY P P 18032000013
FRANSISKA YULIANI NAN 18032000016
YOSAFAT VALENTIN BUNGA 18032000021
NOVAN FAJAR PRATAMA 18032000030
CHRISTINA CLARIZA AVIANTY 18032000033
JOEL SARAGIH 18032000046
EXPLANATION

Consumer behavior is a process or activity when someone does a search, selection,

purchase, use, and evaluate a product (goods or services) to meet their needs or
desires.

Every buyer usually has a consideration before deciding to make a purchase

transaction on a product. This consumer behavior is the basis for a consumer in
making purchasing decisions on certain products (goods or services).

Price is one of the determinants of consumer decisions, where products with low
selling prices are made easier by consumers to make decision-making processes
compared to high-selling products. In addition, product quality, usability, and various
other things are also taken into consideration for a consumer before deciding to
buy.
CONSUMER BEHAVIOR APPROACH

Consumer behavior can be identified through the approach and theory of consumer
behavior proposed by experts in the fields of economics and business, especially those
involved in the world of marketing. There are three kinds of theories or approaches :
A.Traditional Approach

The traditional approach is carried out by conducting field studies with a hypothesis that is ready to
be proven. The hypothesis is proven by conducting surveys and experiments on the market. The
purpose of the field study is to obtain information about the ability of consumers to analyze
products and make decisions in purchasing.
B. Marketing Science Approach

The marketing science approach is an approach to

analyzing consumer behavior which is a combination
of statistics and economics. The theoretical basis of
this approach to consumer behavior is the hierarchy
of needs theory of Abraham Maslow. Maslow's theory
describes hierarchies or pyramids that contain human
needs. Then, every need arranged in the pyramid is
tested on the market using the theory in statistical
science.
C. Interpretive Approach

Understanding interpretive approach is the most ideal approach to express consumer behavior
thoroughly. Analysis of consumer behavior using an interpretive approach is done by conducting
interviews directly with consumers and producers. In addition to interviews, consumer behavior can
be analyzed through an FGD or focus group discussion. Thus, the results of analysis of consumer
behavior obtained from this approach need not be doubted. An interpretive approach usually
addresses consumer behavior related to the way consumers value goods or services, consumer
feelings for goods or services, and the ability of consumers to consume these goods or services.
TYPES OF CONSUMER BEHAVIOR

• Rational consumers buy products based on needs

• In general, there are two types of consumers, namely rational consumers and irrational
consumers. Both have certain characteristics that make them easily recognizable.
1. Rational Consumers

Rational consumers only buy a product based on their

needs, not by desire. Products purchased by consumers
provide optimal use for themselves. These consumers only
buy products that are guaranteed quality and quality.
These consumers generally but a product whose price is
in accordance with their financial capabilities.
2.Irrational Consumers

Irrational consumers are very easily influenced by

advertisements and promotions in various media. These
consumers tend to choose items based on brand popularity,
not based on their usefulness. Usually these consumers
tend to buy goods because of prestige or prestige, not
based on their needs.
FACTORS THAT INFLUENCE CONSUMER
BEHAVIOR
1. Internal Factors
Internal factors are factors that originate from within the consumer, including :
• Motivation, which is an activity in a person that encourages his desire to carry out
certain activities to achieve certain goals.
• Economy, namely the economic or financial condition of someone who influences to
buy a product.
• Attitudes, namely behavior or responses to stimuli from the environment that can guide
or direct the actions of the person.
2. External Factors

External factors are various factors originating from the environment of the consumer, including :
• Culture, which is everything related to mind, and human reason, which is manifested in the form
of complex symbols and facts and passed down through generations.
• Social groups and reference groups, social groups, namely social unity where individuals
interact with each other, while reference groups are social groups that become a measure of
individuals in shaping their personality and behavior.
EXAMPLES OF CONSUMER BEHAVIOR :

Actually there are quite a few examples of consumer behavior. But as a simple example is
when people want to buy fruit. Between imported fruit and local fruit. It is not uncommon
for people as consumers who prefer to buy imported fruit rather than local fruit. The
reason is quite simple, namely because the price of imported fruit is cheaper compared to
local fruit.