The thing that lies behind consumer behavior study is keeping customer and convert them to be a loyal customer.

A company must try to create customers and maintain them by delivering a product or a service with reasonable price.

Two things above are the essence of consumer behavior study.

Consumer behavior study is vital activity within a company. Why? Because sustainability of company is determined by understanding the customers especially understanding their behavior.

Management in a company will be able to develop a proper marketing plan and a marketing strategy based on customer (customer oriented marketing) after they understand the customers.

Consumer behavior meaning

Consumer behavior is a complex psychological response, as an attempt to acquire a product/a service and use them.

This response arises in the form of behavior, start from decision making to choose and buy a particular product up to repurchasing it (repeat order).


There are many psychological variables that interact actively to affect this behavior. This variables interaction is one of the fundamental thing that is learned in Marketing, especially at consumer behavior study.

Consumer behavior concept

Below are the fundamental theory of consumer behavior that are learned in the college:

- Connection between self / human psychological knowledge and it's impact in decision making process.

- Consumer behavior construction.

- Understanding of buying process and buying motives.

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Read these for more insight about buying process:

1. Things that influence people to buy
2. Impulse buying factors
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- Understanding values that are possessed and perceived by by customer.

- Understanding a process to make a decision and it's relation to customer's value/perception.

- Ability to develop marketing strategy based on consumer behavior data.

Consumer behavior study and data

Below are the examples of consumer data and the usage of the data in Marketing area.

- Customer's expectation about the product/service.

- How much benefits that are obtained by consumers.

- Customer's need and motivation toward the product's values.

These data are used for creating/developing products and their quality (product development based on customer's need).

- Consumer's feedback by it's segmentation.

This data is utilized for developing product/service segmentation.


- Consumer's attitude against product's values.

This data is employed in creating positioning strategy.

- Customer satisfaction about product beneficial, buying process, seller/distributor treatment, after sales service, etc.

This data is used for product development, sales development, distribution development, etc.


- People's response to a company's ads.

This data is processed to create, develop, and enhance company's advertising strategy.


- Consumer's perception against existing product/product's value.

This data is employed for customer loyalty strategy, enhancing market positioning and segmenting, etc.



These are the marketing lecture notes about an introduction of consumer behavior.

I'll continue on the next note and summary of consumer behavior study in the next article. So, stay tune.