Afif Abdillah
195020207111090
Mid-Term Consumer Behavior
Lecturer: Ida Yulianti, SE.,MM.,MBA.,PhD
1. Who are the actors in consumer behaviour and how each of them plays their role?
Give an example in one consumer decision process!
o Purchaser: A person who makes the actual purchase of a product/service.
o User: A person who uses or uses a product / service.
o Influencer: A person who has ideas that influence other members of the shopping
center in making the final decision. They try to influence the outcome of the
decision by their opinions.
o Initiator: A person who first suggests the idea of buying particular product/service.
o Example:
Anna’s Favorite Cake
A celebrities endorse their personal cake brand that launched in an outlet at mall &
that outlet is very colorful, interesting & the cake looks like very delightful! My
friend, Anna, as a cake expert she told me that she already tries that cake, so she
suggests me that I should buy those cake because the taste suits well on Anna, until
it became Anna’s favorite cake of all time. Accompanied by Anna, we just come to
the outlet to buy-orders our favorite cake taste & immediately ate the cake at that
place before we’re going home.
a. Purchaser: Me & Anna
“Accompanied by Anna, we just come to the outlet to buy-orders our favorite
cake taste.”