1. CONSUMER BEHAVIOR
Pendahuluan

2. Consumer Behavior . . .
. . . Suatu studi tentang pembelian unit-unit dan proses pertukaran yang melibatkan bagaimana cara mendapatkan, mengkonsumsi dan mengabaikan barang, jasa, pengalaman dan gagasan

3. Three Research Perspectives on Consumer Behavior
The Decision-Making Perspective
The Experiential Perspective
The Behavioral Influence Perspective

4. The Decision-Making Perspective . . .
. . . proposes that buying results from consumers perceiving that they have a problem and then they move through a series of rational steps to solve the problem
Generic Decision Model
Problem Recognition
Search
Alternative Evaluation
Choice
Postacquistion Evaluation

5. The Experiential Perspective.
. . . proposes that in some instances buying results from the consumer’s need for fun, to create fantasies, obtain emotions, and feelings.
Frequently uses interpretative research methods.

6. The Behavioral Influence Perspective . . .
. . . assumes that strong environmental forces propel consumers to make purchases without necessarily first developing strong feelings or beliefs about the product.

7. Exchange Processes and Consumer Behavior
Exchange is the process that involves the “transfer of something tangible or intangible, actual or symbolic, between two or more social actors.”

8. Prerequisites for Exchange:
Two or more parties must be present
Each party has something of value to the other
Each party is capable of communication and delivery
Each party must be free to accept or reject the other's offer
Each party must believe that it is appropriate or desirable to deal with the other

9. Elements of Exchange Six Types of Resources Are Exchanged:
Goods
Service
Money
Information
Feelings