Consumer Behavior Class (IKK 231) 2013
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Arif Mukhtar Hasbi
Undergraduate Student Majoring in Biology, Department of Biology
Faculty of Mathematics and Natural Sciences
Bogor Agricultural University
First Lecture Resume
1. Factors affecting consumer behavior:
- Marketing strategy
- Individual difference
- Environmental factor
2. Freud's Personality Theory
- Id: Biological aspect such as willing to eat and drink, sexual desire.
- Ego: Based on reality principle, have a purpose to fulfill human physiological needs, but still in the right corridor.
- Superego: Human moral part, have a tendency to obey rules, values, etc.
3. Neo-Freud theory
- People's personality is affected by their environment
- Behavior motivation directed to fulfiil the needs
Consumer Behavior Text Book by Ujang Sumarwan
Ujang Sumarwan. 2011. Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Jakarta:
PT Ghalia Indonesia
Team of Lecturers:
Prof. Dr. Ir. Ujang Sumarwan, M.Sc.
Dr. Ir. Lilik Noor Yuliati
Ir. Retnaningsih, MS
Megawati Simanjuntak, SP, MS.
Department of Family and Consumer Sciences
Facuty of Human Ecology
Bogor Agricultural University
