Consumer Behavior

W. Rofianto

Buyer’s Behavior

Factors Influencing Consumer Behavior

Indonesia’s Social Economic Class Pyramid

http://www.markplusinsight.com/article/detail/30/rising-middle-class-incomes-spur-multi-industry-growth-in-indonesia

Personality

The unique psychological characteristics that distinguish a person

or group.

Motivation

A need that is sufficiently pressing to direct the person to seek

satisfaction of the need.

Maslow’s Hierarchy of Needs

Types of Buying Decision Behavior

Consumers may be highly involved when the product is expensive,

risky, purchased infrequently, and highly self-expressive

Consumers appear to have low involvement with most low-cost,

frequently purchased products.

The Buyer Decision Process

Consumers feel uneasy about acquiring the drawbacks of the chosen

brand and about losing the benefits of the brands not purchased.

Stages in the Adoption Process

New Product Adoption

rofianto@gmail.com