Definis Perilaku Konsumen – 1

Consumer Behaviour is defined as the behaviour that consumers display in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs. The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (money, time and effort) on products and services. Consumer behaviour includes both mental decisions and the physical actions that result from those decisions. Although some social scientiest limit their definition of ‘behaviour’ to observable actions, it is apparent that the reasons and decisions behind the actions involved in human (and consumer) behaviour are as important to study as the actions themselves. (Leon Schiffman – David Bednall – Elizabeth Cowley – Aron O’Cass – Judith Watson – Leslie Kanuk)

Source: Schiffman,e 2001. Consumer Behaviour, 2nd Edition, Pearson Education Australia



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