CONSUMER

BEHAVIOUR
Dr. HERNING INDRIASTUTI
 Customer Behaviour

Customer David L. Loudon &

Behaviour Albert J. Della Bitta
Definition : (1984:6)

. As a process of making decisions and activities of individuals

physically involved in the process of evaluating, obtaining,
using or being able to use goods and services.
 Customer Behaviour

Customer James F. Engel

Behaviour
(1984:6)
Definition :

The actions of individuals who are directly involved in

trying to obtain and use economic service goods include
the decision-making process that precedes and
determines these actions.
 Conclusion:

It is an action taken by individuals, groups or organizations

related to the decision making process in obtaining, using
economic goods or services that can be influenced by the
environment
 Customer Behaviour Theory
• Need & Behaviour :

Customer Customer
Need Behaviour
1. Abraham Maslow: Teori Hierarki

Kebutuhan untuk
mengaktualisasikan diri

Kebutuhan akan harga diri

Social Need

Safe

Fisiologis
2. David McClelland Theory:
Kebutuhan Konsumen:

Need for achievement

3 Human
Being Need
Need for affiliation

Need of power
3. HERZBERG Theory :
Factors Affecting Consumer Behavior

Social-cultural
Factor
◦ FACTORS Psychology
◦ AFEECTING Factors
◦ CUSTOMER
Attitude of belief
◦ BEHAVIOUR
Self Concept
Buying Decision :
CUSTOMER TYPE :
1. PICNIC
◦ Shape: round body, short limbs, wide round face
◦ Character: friendly, talkactive, calm, like humor, quiet, kind, practical

◦ Treatment:
a. Try to talk
b. Make interesting conversations, there is humor
c. Don't debate the coachman
d. The quiet gives attention with words
e. Don't overly question inappropriate words because you like humor
2. ATLETIS
◦ Shape: sturdy body, broad shoulders, hips filled, limbs long enough, muscular, oval or oval
face
◦ Character: Lots of motion, calm appearance, rarely humor, not trusting and stiff

◦ Treatment:
◦ Avoid discussion, coachman debate
◦ Give the impression as if he is smart
◦ Be patient and don't rush to them
◦ If there are questions, answer systematically
◦ Avoid her disappointment
3.MALE :
◦ Easily affected
◦ Often deceived for being impatient
◦ There is an unpleasant feeling when entering a shop
◦ Lack of interest in shopping is often in a hurry to make a buying decision
◦ Easily influenced by objective advice & argumentation

◦ TREATMENT:
◦ Served quickly without talking
◦ Give a limited explanation
◦ Try to buy what is suitable
◦ Don't show items that are striking in color (fashion items)
 4. FEMALE
◦ Not easily persuaded by the seller
◦ Many are interested in color and form (mode)
◦ Concerned about social status
◦ Enjoy romantic things
◦ Easily ask for advice / views of others
◦ Not interested in technical matters
◦ Happy shopping shg is often difficult to make choices
◦ Quickly feel the atmosphere of the shop

◦ TREATMENT:
◦ Provides many choices
◦ Need high patience, attention
◦ There needs to be special sales
◦ The price factor needs to be considered
5. TEENAGER
◦ Easily affected by seller's seduction
◦ Easy to persuade advertisements, wrappers, etc.
◦ Don't think frugally
◦ Less realistic, romantic
6. OLDER
◦ Many experiences as if he were the smartest
◦ Not following "Age" (conservative)
◦ Not in a hurry, like to talk
◦ Generally acting slow in buying
◦ Quiet, friendly, motherly, fatherly

◦ TREATMENT:
◦ A lot of time to serve him, be patient
◦ Listen to the advice
◦ Give advice that feels from parents
◦ Present a rather elderly seller