Consumer Behavior Essay
The definition of consumer behavior was defined by different persons as follows:
Schiffman & Kanuk, (1994) consumer behavior defines the behavior of customer that display in seeking for a purchase, use, evaluation and purchase. Goods and services are expected to make his needs have been satisfied [6].
Kotler & Armstrong (1997) consumer behavior defines the purchasing behavior of final consumers-individuals and households who buy goods and services for personal consumption [7].
John C. Mowen, Michael Minor (1998) said consumer behavior refers to the buying units and the exchange process involving the acquisition, consumption and constraints relating to goods, services, experiences, and ideas [8].
Adult Jadurongkul (2000) states that consumer
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From the definition of consumer behavior, it can be concluded that consumer behavior is an expression of a person related to purchase and use, goods and services to meet the needs of the individual.
The model of consumer behavior is to study the motive for making the decision to buy the product or service. By the beginning of the stimulus that causes the demand, the stimulus through the emotions of the buyer which is as a black box (“Buyer's black box”) in which marketers cannot be expected. Emotions of buyers are influenced by different characteristics of the buyer, which will lead to buyer's response or to buyer's purchase decision as we can see at illustration Figure 3 [12].
The starting point is the model of stimulus-response of buyer behavior as shown in Figure 3. This figure showed that marketing stimuli and other stimuli enter the consumer’s “black box” and will produce certain responses. Marketers should know or figure out what is in the buyer’s black box. Details of consumer behavior model are as
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The buying process starts with problem recognition which means the buyer recognizes a problem or need. At this stage, the marketer should find out what kinds of need or problems arise, what brought them about, and how they led the customer to this particular product by using such as product, price, channel, promotion to stimulate customers to buy.
When customers have already recognized the problem, the need or want for the product occurs, they can obtain information from several sources, including individual sources (family, neighbors, friends, acquaintances), commercials sources (advertising, salespeople, web sites, etc.), public sources (media, internet searches, etc.), and experience sources (handling, examining, etc.). The influencing of these information sources changes with the product and the customer. Then the consumer generally will receive the most information concerning to a product from commercial and personal
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