Академический Документы
Профессиональный Документы
Культура Документы
CONSUMER
BEHAVIOR
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
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
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.