Consumer behavior is the process through which an individual
or organization seeks, uses, evaluates, and disposes of products or services
after being consumed to meet its needs. Consumer behavior is the thing - the
thing that underlies the consumer itself to make decisions in the purchase
transaction. when buying a certain item you may think twice to buy or determine
whether the item will be purchased. whether it thinks about the price, its
usefulness, its quality and so on. in the process of thinking, considering and
questioning the goods before buying, that's what consumers call it.
Consumer behavior has two characteristics, namely: rational
and irrational. rational consumer behavior has the following characteristics:
consumers have goods based on demand, consumer selected goods provide optimal
usability for consumers, consumers have goods that are guaranteed, and
consumers have goods that price in accordance with the ability of consumers.
irrational consumer behavior also has the following characteristics: the
consumer is very quickly interested in advertising and promotion in print and
electronic media, consumers choose branded or branded goods that like to be
widely known and consumers choose goods not based on necessity, but because
prestige or prestige.
factors influencing consumer behavior are: cultural factors
(cultural factors have the most extensive and profound influence on consumer
behavior) marketers must understand the role played by culture, sub-culture and
social class of buyers), social factors (consumer behavior is influenced by
factors such as the behavior of the reference group, the family and the role
and social status of the consumer), personal factors (buyer's decisions are
influenced by personal characteristics such as buyer age, occupation, economic
conditions, lifestyle etc.) and psychological factors (purchasing a person is
influenced by four psychological factors namely: motivation, perception,
knowledge (learning) and beliefs and attitudes.
Consumer behavior consists of 2 characteristics of consumer
behavior are: rational and irrational. Consumer behavior also there are 4 that
influence are: cultural factors, social factors, personal factors and
psychological factors
