PART I

PRELIMINARY

1.1 Background
Development of business in today's era of rapidly increasing globalization,
characterized by the level of competition between companies increasingly high
and tight. The situation is causing companies generally seek to maintain viability,
the company develops, obtain optimal profit and seek to strengthen the
company's position in the face of competing companies. A marketer prosecuted
able to create a marketing strategy that is appropriate in the context of
competition with other companies.Marketers also need to create a product that is
able to characterize themselves so that consumers know the products marketed
by the company.To deliver a corporate identity that is known to the customer, the
brand becomes very important.
In the Manufacturers know we need to study the behavior of producers as the
embodiment of all the activities of the human spirit itself. A method is defined as
a representative realitias are simplified. Model behavior can be defined as a
producer or a framework scheme results in simplified to illustrate aktivirasaktiviras manufacturers. Model the behavior of producers can also be interpreted
as a framework or something that represents what in convincing manufacturers
to make decisions to sell and make a profit
The factors that influence the behavior of producers, namely:
Social and cultural strength consisting of cultural, social, and family group
fad. While the strength of pisikologis consists of a learning experience,
personality, attitudes and beliefs. While the purpose and function of capital is
very beneficial behavior of producers and facilitate the study of what is already
known
about
the
behavior
of
producers.
Analyzing the behavior of producers will be more profound and successful if we
can understand what aspects of human pisikologis overall.
Thus also means the success of entrepreneurs, marketing experts, leaders of
the store and salesperson in marketing a product that brings satisfaction to the
consumer and his personal self. Understanding of consumer behavior is an
important task for the producers. The marketers trying to understand consumer
buying behavior so that they can offer greater satisfaction to consumers to a
higher level still. Some manufacturers are still not applying marketing concepts
so that they are not oriented to the consumer and do not view customer
satisfaction as a primary goal which is great.

Furthermore as a tool to analyze consumer behavior is uncertain, marketers

may not be able to accurately specify what exactly can satisfy the buyer. Even if
the producers know the factors that increase customer satisfaction, they may not
be able to feel or meet tersebut.Tidak factor Undoubtedly, consumers belonging
valuable asset for all businesses.Without their support, a business can not
exist. Conversely, if we are successful business providing the best service,
consumers not only help our business grow. Moreover, they usually can only
make recommendations from friends and relations.
Consumer behavior is when a person processes and activities associated with
the search, selection, purchase, use, and evaluation of products and services to
meet the needs and desires. Consumer behavior is the underlying things
consumers to make purchasing decisions. To lower selling valuable items (lowinvolvement) decision-making process is done with ease, while the valuables to
sell high (high-involvement) decision-making process is done with careful
consideration.

1.2 Formulation of the problem

What are the benefits and goals acquired companies / manufacturers pay
attention to consumer behavior?
What understanding of consumer behavior and the factors that influence
consumer behavior?
How the
right
marketing
purchasing decisions?

strategy for

MENCI ptakan

on

consumer

Any problems that faced in doing Analysis of Consumer Behavior?

1.3 Discussion destination

To determine the benefits and goals acquired companies / manufacturers pay
attention to consumer behavior.
To know the meaning of the consumer behavior and the factors that influence
consumer behavior.
To determine the appropriate
purchasing decisions.

marketing

strategies to

create

consumer

 To find out what problems are often encountered in conductinganalysis of

consumer behavior.

1.4 Benefits of Writing

Results of this paper can be used as a source of information and advice for
companies in order to increase the sales of their products.
Results of this paper is expected to add insight and understanding of the author
of the reasons companies / manufacturers need to understand consumer
behavior and what things to consider producer / company to pay attention to
consumer behavior.

CHAPTER II
DISCUSSION

2.1. Theory of Consumer Behavior

Consumer behavior is an act that is shown by consumers in terms of finding,
exchange, use, assess, regulate goods or services that they think will satisfy
their needs. In another sense the behavior shown, namely how the consumer is
willing to spend its limited resources such as money, time, effort to obtain /
exchange with the goods or services they want.Analysis of the various factors
that have an impact on consumer behavior becomes the basis for the
development of marketing strategies. For that marketers are required to
understand the consumer, such as what is needed, what his tastes, and how
consumers make decisions
According Mowen (2002) that, "consumer behavior (consumer behavior) is
defined as the study of unit purchases (buying units) and exchange processes
involving the acquisition, consumption and disposal of goods, services,
experiences and ideas".
Meanwhile, according to Kotler (2007) that, "consumer behavior is the study of
how individuals, groups and organizations select, buy, use, and positioning of
goods, services, ideas, or experiences to satisfy their needs and desires".
The American Marketing Association in Setiadi (2003) states that consumer
behavior is dynamic interaction between affection and cognition, behavior, and
environment in which humans perform exchange activities in their lives. From
the definition, there are three (3) important ideas of consumer behavior, namely:

Consumer behavior is dynamic. That means that the behavior of a consumer,

the consumer group, or society at large is always changing and moving all the
time.

Consumer behavior involves an interaction between affective (feeling) and

cognition (thinking), behavioral and events around.

Consumer behavior involves the exchange, because the role of marketing is to

create exchanges with consumers through the formulation and implementation
of marketing strategies.

Peter and Olson (1999) in Simamora (2003) states that consumer behavior is a
matter of decision. Furthermore, the decision is a matter of choice. For more

details, they stated that the decision involves a choice "between two or more
alternative actions or behaviors".
Sastradipora (2003) states that: "Consumer behavior is the process by which
individuals define answers to the question: Is it necessary, what, when, where,
how, and from whom to buy goods or services".
Solomon (2003) states that, "consumer behavior is the process Involved when
individuals or groups selest, purchase, use, adn dispose of goods, services, ideas,
or experiences to satisfy Reviews their needs and desires". Which may imply that
consumer behavior is a process that involves a person or a group to select,
purchase, use and take advantage of goods, services, ideas, or pengalan to meet
the needs and desires.
2.2. Factors Affecting Consumer Behavior
Kotler (2007) says that "consumer buying behavior is influenced by cultural
factors, social, personal, and psychologically".
Some of the factors that influence consumer behavior is as follows:
1.

Cultural factors.
Cultures, sub-cultures, and social classes are very important for buying
behavior. Culture is the determinant of the most basic desires and behavior. Each
culture consists of a number of sub-culture that exhibits more specific
identification and socialization for its members. Sub-cultures include
nationalities, religions, racial groups, and geographic regions. Basically, all
human societies have social stratification. Stratification is more often found in
the form of social classes, the division of society relatively homogenous and
permanent, structured hierarchically and whose members embrace the values,
interests, and similar behaviors.
Social class has several characteristics. First, people in the same social class
tend to behave more uniform than those of the two different social
classes. Secondly, people feel themselves inferior or superior position of their
social class. Third, social class is characterized by a set of variables-such as
employment, income, welfare, education, and the orientation of values instead of
one variable. Fourth, individuals can move from one household to another
household in social class during their lifetime. The amount of mobility is different,
depending on how rigid social stratification in a particular society.

2.

Social factors.

Consumer behavior is influenced by social factors, such as the reference group,

family, and the role and social status. Reference group makes a person live a
new lifestyle and behavior and affect a person's behavior and self-concept, the
reference group requires people to follow the habits of a group that can affect
one's choice would be the actual product and the brand. Family orientation
consists of the parents and siblings of a person. From a person's parents get the
orientation of religious, political, and economic as well as ambition, personal,
self-esteem and love. The person's position in the respective groups can be
determined based on the role and status. Role includes activities that are
expected to be done by someone. Each role generate status.

3.

Personal factors.
The buyer's decision was also influenced by personal characteristics. These
characteristics include age and stage in the life cycle, occupation, economic
circumstances, personality and self-concept, and the values and lifestyle of the
buyer.

4.

Psychological factors.
One set of psychological processes in combination with certain consumer
characteristics to produce and purchase decision-making process. Four important
psychological processes-motivation, perception, learning, and memory-is
fundamentally affect consumer responses to various stimuli marketing.
According to Wilkie (1986) states that consumer behavior is influenced by
internal and external factors. Called the internal among others: age, occupation,
lifestyle,
personality,
motivation,
perception,
learning,
beliefs
and
attitudes. While external factors, among others: culture, family, reference
groups, environmental conditions, the company's marketing activities and
situations.
2.3. Relationship Marketing and Consumer Behavior
Definition of Marketing according to Stanton is a whole system of business
activities aimed at planning, pricing, promoting, and distributing goods and

services to satisfy the needs of both the buyers existing and potential buyers
(Stanton, 1997).

Understanding these can give an idea that marketing as a system of activities

that are interconnected, intended for planning, pricing, promoting, and
distributing goods / services to the buyer individually or in groups of
buyers. Such activities operate in an environment of limited resources of the
company itself, regulations, and social consequences of the company.

Understanding marketing according to Kotler (2000: 8), marketing is a social

and managerial process in which individuals and groups obtain what they need
and want by creating, offering and exchanging products with other parties. In
this case marketing is the process of meetings between individuals and groups in
which each party wants to get what they need / want through stages of creating,
offering and exchange.

Definition of marketing is based on the core principles which include:

requirements (needs), products (goods, services and ideas), requests (demands),
value, cost, satisfaction, exchange, transactions, relationships, and networks,
market,
marketer,
as
well
as
prospects
,
There are two factors that affect the way and the success of the marketing
company, namely:
1)

External Environment Marketing System. This environment can not be

controlled companies, such as freedom of the people to accept or reject the
company's products, politics and government regulations, the state of the
economy, population and the emergence of competitors.

2)

Variable Internal Marketing System. This variable can be controlled by the

company, consisting of two groups, namely the source instead of marketing
(production capability, financial, and personal) and the components of the
marketing mix that includes: product, price, promotion, and distribution
(Swastha, 2002).

Consumer behavior is the activities of individuals who are directly involved in

obtaining and using goods and services included in the decision-making process
of preparation and determination of these activities (Swastha et al., 1997).

Consumer behavior study where, under what kind of conditions, and how the
habits of someone buying a particular product to a particular brand. All of this is

very helpful in developing marketing manager in the company's marketing

policy. The decision making process purchase a good or service will involve a
variety of parties, in accordance with their respective roles. The roles performed
are:
1)
2)

Initiator, is the individual who has the initiative purchase certain goods;
Influencers, are individuals who influence the purchase decision.Information on
given criteria will be considered either intentionally or not;

3)

Decider, is deciding whether to buy or not, what to buy, how to buy it;

4)

Buyer, is the individual who did the actual purchase transactions;

5)

Users, ie individuals who use the products or services

Many factors affect a person makes a purchase of a product.

purchased.

Management needs to study these factors in order to be more successful

marketing programs. These factors include economic factors, psychological,
sociological and anthropological.

The reason why someone buys a particular product or reasons why buy at a
particular seller will be a very important factor for the company in determining
product design, pricing, distribution channels, and promotional programs are
effective, as well as some other aspects of the company's marketing programs.

As for some of the theory of consumer behavior is as follows:

1)

Microeconomics theory. This theory assumes that every consumer will strive to
obtain maximum satisfaction. They will seek to continue the purchase of a
product when obtaining the satisfaction of the products have been consumed,
where satisfaction is comparable or greater marginal utility derived from
spending the same for some other products.

2)

Psychological theory. This theory bases itself on individual psychological factors

that are influenced by the forces of the environment. This very complex
psychological field in analyzing consumer behavior, because the mental
processes can not be observed directly.

3)

Anthropological theory. This theory also emphasizes the purchasing behavior of

a group of people who are very broad in scope, such as cultural, social classes
and so on.

2.4. Buying decision

A buyer's decision was also influenced by his personality traits, including age,
occupation, state of the economy. Consumer behavior will determine the
decision-making process in making a purchase.

According to Kotler (1997) there are several steps in making a decision to

purchase, among other things:
1)

2)

The introduction of problem is an important factor in the process of purchase,

which the buyer will recognize a problem or need.
Search

information

always

has

an

interest

or

an

incentive

to

seek

information. If the impulse is strong and the object that can satisfy the needs of
the available consumers will be willing to buy it.
3)

Evaluation of Alternatives consumers will have to make the right choices and
alternative options carefully against the product to be bought.

Buyer decision after consumers have an alternative evaluation of the

consumer will make the decision to buy. Rate decisions causing consumers form
brand choice among several brands available.

2.5. Consumer Purchasing Process Type.

1)

The process of "Complex Decision Making", occurs when the involvement of

high importance in the decision-making process.Examples decision to buy
shoes. In such cases, consumers are actively seeking information to evaluate and
consider the choice of several brands to establish certain criteria such as sports
shoes, such as roller skates can accelerate the running time and save
energy. Subjects complex decision-making is very important. Key behavioral
concepts such as perception, attitude, and search relevant information for the
development of marketing stratergi.

2)

The process of "Brand Loyalty". When the repeated choice, consumers learn
from past experience and buy a brand that gives satisfaction with little or no

consideration in the decision-making process. Examples purchase brand Nike

basketball sneakers or cereal Kellogg, s Nutrific. In any case here is an important
purchase for consumers, basketball shoes because of the involvement of interest
in sports, school shoes and work shoes for beraktivitas.Loyalitas brand can
emerge from the last purchase satisfaction. Thus, information search and
evaluation limited or no significant brand presence in the consumer decides to
buy the same brand.

Two other types of consumer buying process in which the consumer is not
involved or the interests of the low involvement with the goods is limited to the
type of decision-making and the process of inertia.

CHAPTER III
CLOSING

3.1. Conclusion
Consumer behavior is the decision-making process and the physical activity of
individuals who all is involved in assessing individual, obtaining, using or ignoring
the goods and services. Many factors influence consumer behavior, including
cultural, social, psychological, and factor of marketing strategy. Linkage
companies / manufacturers is strong. Manufacturers have a dependency on
consumer behavior that affect sales effectiveness. Observation process
manufacturers to consumer behavior will provide results that determine the
marketing strategy. This is the reason why manufacturers need to observe the
behavior of producers.
In deciding a purchase, there are several steps that consumers do, including
problem recognition, information search, evaluation of alternatives and
purchasing decisions. Some types of consumer buying process including complex
decision making process, the process of brand loyalty, limited decision making
and process intertia.