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CHAPTER II BASIC THEORY
A. Consumer Behavior Description
Consumer needs and desires related to consumer attitudes and behavior. Consumer attitudes and behavior have a significant role in determining the right marketing strategy.
Changes in peoples income as a consumer, frequency of purchase, the advancement of education, ease of transportation and communication, social relationships that increasingly
widespread leads to changes in consumer behavior and tastes. The term consumer behavior is often used to describe the behavior of people who buy and use goods and services.
Many experts provide understanding of consumer behavior, one of them is by
Amirullah 2003, “factors that influence consumer purchase decisions is simply divided
into two parts, namely a the internal forces, such as: experience, learning, personality and self-concept, motivation and involvement, attitudes and desires, b external force , such as:
cultural factors, social, environmental, economic, and marketing mix.”
According to Henry Assael cited by Sutisna 2002 Factors explaining the choice of
individual consumers to purchase a product is influenced by the idea of variables needs, motivations, attitudes, perceptions and consumer characteristics demographics, lifestyle,
personality. Based on the opinions above, it can be concluded that the behavior of consumers are
the activities undertaken by individuals, groups or organizations to obtain use of goods and services, including decision-making contained within.
5 Consumer behavior is a very complex activity, because there are many variables that
the influence and interaction must be realized. When the understanding of consumer behavior can be done then the company will be able to achieve much greater profits than its
competitors, because by understanding their consumer behavior, companies can give better satisfaction to the consumers. To that end, the marketer should at least understand the
consumer behavior model below: Table 2.1
Model of Consumer Behavior
Market ing
impuls e
Other impulse
Consumer Characteristics
Consumer Decision Process
Buying Desision
Produc t
Price Distrib
ution Promot
ion Economy
Technology Politic
Culture Culture
Social Personality
Psychological Problem
introductory Information seeking
Alternative evaluation
Buying decision Consumer behavior
Product option Brand optopn
Supplier option Purchasing
schedule Purchase amount
Source: Kotler and Armstrong 1992:159
Based on the Figure 1 above, on the left side of the figure shows that marketing
impulse consists of product, price, distribution, and promotion. Another impulse consists of economy, technology, politic, and culture. All of these impulse came through consumer’s
black box characteristic and consumer’s decision process and resulted as series of
consumer responses that can be seen on the right side of the Figure above: product option,
brand option, supplier option, purchasing schedule and purchase amount.
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B. Factors that Influence Consumer Behavior
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