February 2015
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Monika Agus

Undergarduate Student Majoring in Biology Dept of Biology, Faculty of Mathematics and Natural Science

Bogor Agricultural University

Notes on Consumer behavior Class 231, Thursday 21 Pebruari 2013

Consumer behavior is influenced by marketing activities. Therefore, the need for public policy so that consumers do not become victims.
Models of customer satisfaction is influenced by personality. Personality characteristics that are unique and different from every human being. Unique and different characteristics will ultimately affect consumption patterns. Describe the characteristics of each individual difference shows consistency and are subject to change due to environmental factors.

Freud’s theory of personality

Consists of ID, EGO, and SUPER EGO
ID encourage psychological desires. SUPER EGO control ID. Whereas EGO is intermediate between ID and SUPER EGO.

Neo Freudian theory (Theory of Social Psychology)

Personality is influenced by the social environment. This theory did not agree with the dominant role of instinct and sex/ biologic in the formation of personality.

Lifestyle is a reflection of the personality. Reflects how people allocate time and money. Different lifestyles will result in different behaviors, so it will give a different business opportunities.

Self-concept is a combination of personality and lifestyle according to Williams (1890).

Dimensions of self-concept by Hawkins and Mothersbaugh (2010).
1). Actual
2). Ideal
3). Social
4). Private

Based on Based on Consumer Behavior Text Book by Ujang Sumarwan 

prilaku konsumen cover depanprilaku konsumen


Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta: PT Ghalia Indonesia.

Lecturers of Consumer Behavior Class Semester  Feb – May  2013

ž  Prof Dr Ir Ujang Sumarwan, MSC (www.ujangsumarwan.blog.mb.ipb.ac.id)

Dr. Ir Lilik Noor Yuliati

ž  Ir. Retnaningsih, MS

ž  Megawati Simanjuntak, SP, MS

Department of Family and Consumer Sciences

College of Human Ecology

Bogor Agricultural University

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