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Consumer Food Behaviour & Food Choices 2015

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By Professor Dr. Ir Ujang Sumarwan, Professor in Consumer Behaviour, Graduate Program of Management and Business - IPB, presented at the International Life Sciences Institute Regional Seminar on Understanding Consumer Behaviour, Jakarta, 11 May 2015

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Consumer Food Behaviour & Food Choices 2015

  1. 1. Consumer Food Behavior & Food Choices – Insights and Perspective from Indonesia Prof Dr Ir Ujang Sumarwan, MSc Professor in Consumer Behavior Graduate Program of Management and Business-IPB Head of Department of Family and Consumer Sciences- College of Human Ecology IPB 1 Paper Presented at Seminar on Understanding Consumer Science and Behaviour, Monday May 11, 2015 Pullman Hotel (Jl. MH Thamrin Jakarta, Indonesia Organized by: ILSI SEA Region and ILSI SEA Region Indonesia Country Committee Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  2. 2. Why does the World Need Indonesia ? Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR 2
  3. 3. McKinsey Global Institute predict Indonesia will be the 7th largest economy in the World by 2030 3 Source: McKinsey Global Institute Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  4. 4. INDONESIA: WHY IT MATTERS? Source: DFAT Australia, 2013 4 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  5. 5. What Indonesia means for Asean Countries and The World % dari % dari TABEL 1. JUMLAH PENDUDUK DI NEGARA-NEGARA ASEAN NO NEGARA JUMLAH % dari Total % dari INDONESIA 1 Indonesia 241.452.952 42,72 2 Filipina 86.241.697 15,26 35,72 3 Vietnam 82.689.518 14,63 34,25 4 Myanmar 42.720.196 7,56 17,69 5 Thailand 64.865.523 11,48 26,865 Thailand 64.865.523 11,48 26,86 6 Malaysia 23.522.482 4,16 9,74 7 Kamboja 13.363.421 2,36 5,53 8 Laos 5.631.585 1,00 2,33 9 Singapura 4.353.893 0,77 1,80 5 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  6. 6. What AEC means for Indonesian Consumers? Are there high movement of highly skilled Indonesian to other countries? 6
  7. 7. Consumer Protection Issues 1. Food Safety: does food available for consumers meet the standard? And more and more food from ASEANthe standard? And more and more food from ASEAN Countries will flow in the era of AEC 2. Are Illegal goods safe for consumers? 3. Do Consumers get the best price because of high competition among producers Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR 7 competition among producers 4. Consumer will face so many brands, does it make consumers more smart and wise or does it make more confusion to consumers?
  8. 8. Consumer Protection Issues 1. Do Halal Food Available for Consumers 2. Are Food Label enough to provide2. Are Food Label enough to provide information for consumers 3. What are other food information needed by consumers?needed by consumers? Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR 8
  9. 9. Total % % 1 Household Consumption Expenditure 1.442.193,20 55,08 a. Food Commodities 641.886,50 24,52 b. Non Food Commodities 800.306,70 30,57 Type of Expenditure Expenditure of Quarterly Gross Domestic Product at Constant Market Prices, 2010-2012 (Billion Rupiahs) Republic of Indonesia b. Non Food Commodities 800.306,70 30,57 2 Government Final Consumption Expenditure (a+b-c) 205.289,73 7,84 3 Gross Domestic Fixed Capital Formation 660.942,30 25,24 4 a. Changes in Inventories 53.228,41 2,03 b. Statistical Discrepancies 1) 15.662,05 0,60 5 Export of goods and services 1.245.781,00 9,2 47,58 6 Minus Import of goods and services 1.004.957,50 38,38 7 GROSS DOMESTIC PRODUCT 2.618.139,20 99,9999,99 8 Net Foreign Factorial Income -100.655,88 9 GROSS NATIONAL PRODUCT 2.517.483,32 10 Minus Net Indirect Taxes (a-b) 40.383,72 11 Minus Depreciation 130.906,96 12 NATIONAL INCOME 2.346.192,65 Source: BPS, 2013 9 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  10. 10. Household Consumption • Household Consumption Expenditures contribute about 55% of Indonesia Grosscontribute about 55% of Indonesia Gross Domestic Product in 2012 • Household and its members are consumers who consumed all kinds of product in thewho consumed all kinds of product in the markets, they play major role in influencing the economic of the nation 10 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  11. 11. What is consumer behavior? • Therefore, understanding consumer behavior is very important.very important. • Schiffman dan Kanuk (2010: • • “The term consumer behavior refers to the behavior that consumers display in searching for, purchashing, using, evaluating, and disposing of behavior that consumers display in searching for, purchashing, using, evaluating, and disposing of products and services that they expect will satisfy their needs” (p. 7). 11 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  12. 12. • Engel, Blackwell dan Miniard (1995) “We define consumer behavior as those activitiesdefine consumer behavior as those activities directly involved in obtaining, consuming, and disposing of products and services, including the decision processes that precede and follow these action” (p 4)these action” (p 4) 12 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  13. 13. • Hawkins, Best and Coney (1998) Consumer Behavior consists of the MENTAL (thoughts)Behavior consists of the MENTAL (thoughts) and BEHAVIORAL (action) processes which trigger the _________ of goods and services. – choice (selection & decision process) – purchase (behavior)– purchase (behavior) – use (behavior) – disposal (behavior) 13 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  14. 14. • Arnould, Price, Zinkhan (2002); Individuals or groups acquiring, using, and disposing ofgroups acquiring, using, and disposing of products, services, ideas or experiences. Also includes acquisition and use of information. • Peter dan Olson (2010): Consumer Behavior involves the processes selecting, purchasing, using, evaluating, and disposing of products and services. Consumer Behavior is the process of using, evaluating, and disposing of products and services. Consumer Behavior is the process of exchanging something of value for a product or service that is satisfying. 14 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  15. 15. Sumarwan, 2011 p • Sumarwan (2010) menyatakan bahwa “Dari beberapa definisi yang telah disebutkan di atas dapat kita simpulkan bahwa perilaku konsumen adalah semua kegiatan,bahwa perilaku konsumen adalah semua kegiatan, tindakan, serta proses psikologis yang mendorong tindakan tersebut pada saat sebelum membeli, ketika membeli, menggunakan, menghabiskan produk dan jasa setelah melakukan hal-hal di atas atau kegiatan mengevaluasi”. • (consumer behavior represents actions such as prepurchase, purchase, use and consume, andprepurchase, purchase, use and consume, and postpurchase evaluation; and psychological processes as perception, motivation, and learning processes) 15 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  16. 16. Sumarwan, 2011 Consumer Decision Making Model • Three Factors Influencing Decision Making ProcessesProcesses 1. Individual Differences (Psychological Processes) 2. Enviromental Factors 3. Marketing Strategy3. Marketing Strategy 16 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  17. 17. Environmental Factors Individual • Company • Government • Not Profit Organization • Political Party Strategy Marketing Strategy Decision Making Sumarwan, 2011 Consumer Decision Making Model Environmental Factors • Culture • Demographic social and Economic Characteristics • Family & Household • Group References • Situation • Technology • Motivatian & needs • Personality • Self Concept • Information Processing & Perception • Learning Process • Attitudes • Religion Individual Differences Decision Making Process • Need Recognition • Information Search • Alternative Evaluation • Purchase • Consumption • Post Consumption Evaluation • Marketing Strategy • Public Policy • Cunsumer Education • Consumer Protection Implication 17 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  18. 18. How To Study and Understand Consumer Behavior One simple method to study and understand consumer behavior is by asking 5 Questions (What, Where, When, Why, and How)Why, and How) 1. What do consumers buy for their breakfast? 2. Where do consumers buy their breakfast food? 3. When did consumer buy their breakfast food for the last timetime 4. Why do they like their breakfast food ? 5. How much do they buy their breakfast food? 6. How often do they buy their breakfast food? 18 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  19. 19. Why do we study consumer behavior? 1.Marketing Strategy and Gobal Trade for1.Marketing Strategy and Gobal Trade for marketers and producers 2.Public Policy for Government and Senator 3.Consumer Education and Protection for Government, Senator, Educational Institutions and not for profit organizationand not for profit organization 4.Smart and Wise Consumers for Consumer him/her self 19 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  20. 20. Among thousands of product consumed by consumers, food products are the major product consumed regularly by consumers. Badan Pusat Statistik (BPS, 2013) repoted that 24,5 % of household food expenditures contributed to the 2013 Indonesia Gross Domestic Product. This figurethe 2013 Indonesia Gross Domestic Product. This figure respresents 44,5% of all household consumption expenditures. Food Consumption behavior is part of consumer behavior, therefore understanding food consumption behavior is also very important because of the significant contribution of household food consumption to the Indonesian Grosssof household food consumption to the Indonesian Grosss Domestic Product 20 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  21. 21. Some Scholars have proposed model of food consumptionmodel of food consumption behavior 21 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  22. 22. MODELLING FOOD CHOICE PERSONAL FACTOR Level of Expectation Priority- Familiarity Influence of other person Individual Personality Appetites SOCIO-ECONOMIC FACTORS Famili Income Food Cost Symbolic Meanings Social Status Security EDUCATINAL FACTORS Educational Status of Individual-Famili Nutrition Education Appetites Mood & emotion Meaning attach to Food Security Society BIOLOGICAL, PHYSIOLOGICAL & PSYCHOLOGICAL FACTOR Age - Sex Physiological changes Psychological Influence Biological Aspect CULTURAL, RELIGIOUS & REGIONAL FACTORS Cultural Origin Religious Background Belief & Tradition Cultur – Race Geographical Region FOOD PREFERENCE 22 Biological Aspect EXTRINSIC FACTOR Environtmental - Situation Adverisment & Merchandising Time & Seasonal Variation INTRINSIC FACTORS Food Apperance Food Odor, Food Flavor, Food Temperature, Food Texture, Food Quality, FoodQuantity, Preparation Methode & Presentation Figure 4. Factor inflencing preference (from Khan 1981: reproduced with permission) Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  23. 23. FOOD CONSUMPTION FOOD PREFERENCE Characteristic of individual • Age • Sex • Educations • Income • Nutrition Knowledge Characteristic of the food • Taste • Appereance • Cost • Food Type • Methode of preparation Characteristic of Environment • Season • Employment • Mobility • Degree of urbanization • Size of household 23 • Nutrition Knowledge • Cooking skills/ creativity • Attitudes to health & the of food to it. • Methode of preparation • Form • Seasoning • Food Cobinations • Size of household • Satge of family Figure 3. Factor Influencing Food Preference (from Randall and Sanjur, 1981: Reproduce with permission Gordon Breach Science Publisher).Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  24. 24. National Socio-Economic Survey (BPS: Badan Pusat Statistik Republic of Indonesia) The Survey is the major source of Indonesia food consumption behavior The National Socio-Economic Survey (Susenas), starting 2011, the collection of consumption/expenditure data carry out quarterly. Susenas 2011 cover 300,000 household sample spread all over Indonesia where each quarter distribute about 75,000 household sample (including 500 households additional sample for Survey in Maluku Province). The 2011 Susenas collects data on 2 (two) groups of consumption, i.e., food (215 items of household food consumption appeared in the questionnaire) and non food consumption (only value data) The First Quarter of 2011 Susenas data might also be useful to measure the level of population welfare. 24 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  25. 25. Method of Data Collection Face to face interview by using questionnaires. The questionnaires listed 14 commodity groups (about 215 foodquestionnaires listed 14 commodity groups (about 215 food items) which were presented to the respondent and ask them to report the amount of each food item consumed during the last seven days. The respondents were asked the amount of food item they bought and produced and received as a gift during the last seven days. The total amount of food item consumed by all bought and produced and received as a gift during the last seven days. The total amount of food item consumed by all household members was the summation of food items from purchase and production and gift. 25 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  26. 26. 14 Commodity Groups in SUSENAS, 2011 1. Cereals (local rice/sticky rice, fresh corn with husk, dry shelled corn) 2. Tubers (cassava, sweet potatoes, dried cassava)2. Tubers (cassava, sweet potatoes, dried cassava) 3. Fish (fresh fish and shrimp, canned fish and shrimp) 4. Meat (cow buffalo meat, broiler/local chicken meat) 5. Eggs and Milk (chicken egg, duck/salted egg, canned liquid milk, baby powder milk) 6. Vegetables 7. Legumes (soybean, soybean curd, fermented soybean cake) 8. Fruits (coconut) 9. Oil and Fats (coconut, maize, other frying oil)9. Oil and Fats (coconut, maize, other frying oil) 10. Beverages stuff 11. Spices (onion, garlic, chillies, cayenne pepper) 12. Miscellaneous food items (sugar, brown sugar dished served together) 13. Prepared food and beverages, 14. Tobacco and betel. 26 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  27. 27. SUSENAS Food Consumption Behavior Table 2.2 AVERAGE WEEKLY CONSUMPTION PER CAPITA OF SEVERAL FOOD ITEMS IN INDONESIA, 2010 AND 2011ITEMS IN INDONESIA, 2010 AND 2011 Tabel 2.2. Konsumsi Rata-Rata per Kapita Seminggu Beberapa Macam Bahan Makanan Penting di Indonesia, 2010 dan 2011 Table Average Weekly Consumption per Capita of Several Food Items in Indonesia, 2010 and 2011 1. Beras lokal/ketan / Rice Kg 1.7211. Beras lokal/ketan / Rice Kg 1.721 27 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  28. 28. Table A2.1 PENGELUARAN RATA-RATA PER KAPITA SEBULAN MENURUT TABEL KELOMPOK BARANG (RUPIAH), 2010 DAN 2011TABEL KELOMPOK BARANG (RUPIAH), 2010 DAN 2011 TABLE AVERAGE MONTHLY EXPENDITURE PER CAPITA BY COMMODITY GROUP (RUPIAHS), 2010 AND 2011 for 14 Food Commodity Group Table A.4. KONSUMSI RATA-RATA PER KAPITA SEMINGGU MENURUT JENIS MAKANAN DAN GOLONGAN PENGELUARAN PER KAPITA SEBULAN, 2011 AVERAGE WEEKLY PER CAPITA CONSUMPTION BY FOOD ITEMS (215 food items) AND MONTHLY EXPENDITURE CLASS PER CAPITA, 2011 in urban and rural areaAND MONTHLY EXPENDITURE CLASS PER CAPITA, 2011 in urban and rural area 28 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  29. 29. PREVIOUS RESEARCH (Food Consumption and Nutrition) 29 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  30. 30. Food Consumption Behavior Variables (In Indonesia) Independent Variable • Food Consumption Dependent Variable • Nutritional Status• Food Consumption • Perception of Healthy Food • Motives food Choices • Mother Nutritional Behaviour • Parenting Eating Pattern • Produck Contribution • Nutritonal Knowledge • Nutritional Status • Healthy Eating Behaviour • Nutrition Knowledge • Healthy Status • Diet Quality (diversity of food, adequacy of• Nutritonal Knowledge • Socio-economic status • Frequency of Consumption food, adequacy of micronutrient, PTM prevention) 30 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  31. 31. Food Consumption Behavior Variables (In Indonesia) Independent Variable • Consumer perception (confidence, famous Dependent Variable • Purchasing Decisions• Consumer perception (confidence, famous products, size of product, price) • Environment (culture, social class, social group) • Refernce (knowledge, promoting factor, easy of reaching the location) • Concern manufacturer (convenience, the parking lot, hygiene place, producer service) • Characteristics of product (view • Purchasing Decisions • Characteristics of product (view presentation, the taste and texture) • Experience (previous satisfaction, hobbies) • Consumer Satisfaction (revenue, personality) • Characteristics of Consumer (demographics) 31 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  32. 32. Food Consumption Behavior Variable (In Foreign Countries) Independent Variable • Brand and caloric Dependent Variable • Food Consumption• Brand and caloric information • Flavor perception • Nutritional knowledge • Perceive barriers/facilitators • Carrier Preferences • Food Consumption • Carrier Preferences 32 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  33. 33. Food and Nutrients Component Food Component • Fruit and Vegetables Micronutrient • Calsium• Fruit and Vegetables • Protein • Fats • PUFA • Cholesterol • Dietary Fiber • Calsium • Iron • Magnesium • Zinc • Vitamin A • Vitamin C • Dietary Fiber • Thiamin • Riboflavin • Vitamin B 33 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  34. 34. Type of food measured by Frequency No Type of Food Kind of Food 1 Staple Food Cereal (rice, corn, wheat) and tuber (cassava, sweet potato, taro, potato)1 Staple Food Cereal (rice, corn, wheat) and tuber (cassava, sweet potato, taro, potato) 2 Animal Protein Meat (chicken meat, beef/goat meat, chicken nugget), egg (layer chicken’s egg, local chicken egg, salted egg), fish (salty fish, preserved fish, fresh water fish, sea water fish) 3 Legumes Soybean (tofu, tempeh/fermented soybean, mung-bean, oncom) peanut, cowpea 4 Leaf Vegetables Spinach, sawi, carrot, long-bean, cabbage, cassava leaf, papaya leaf, kangkung, melinjo 5 Fruit Vegetables Tomato, cucumber, pumpkin, eggplant, baby jackfruit, baby papaya 6 Fruit Guava, papaya, mango, pineapple, banana, jackfruit, hairyfruit, orange, apple, melon 7 Snack Chiki potato chip, candies, chocolate, nuts, fried snack, fried banana, meat ball, bakwan, siomay, chicken noodle 8 Miscellaneous Food Sugar, tea, coffee, sauce, kerupuk, vetsin/MSG, soybean ketchup 34 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  35. 35. References (1) • Riyadi H, Anwar F.2007.Food consumption and nutritional status of children participating of posyandu program in Cianjur Regency. Jurnal Gizi dan Pangan, 2(2): 1-12.2(2): 1-12. • Aprillia DD, Khomsan A. 2014. Plain water consumption, nutritional status, and healthy status of Panti Werda Residents in Pacitan. Jurnal Gizi dan Pangan, 9(3): 167-172. ISSN 1978-1059 • Wardah SH, Ekayanti I.2014. Mother’s nutritional behavior, parenting eating pattern, snack contributing, and pre-school children’s nutritional status. Jurnal Gizi dan Pangan, 9(3): 145-150 I. ISSN 1978-1059 Puspadewi RH, Briawan D. 2014. Perception of healthy food, moives food• Puspadewi RH, Briawan D. 2014. Perception of healthy food, moives food choices and healthy eating of undergraduate students. Jurnal Gizi dan Pangan, 9(3): 211-218. ISSN 1978-1059 • Hartono B, Ningsih UW, Septiarini NF. 2011. The consumer behavior in purchasing meatballs in Malang. Buletin Peternakan, 35(2): 137-142. ISSN 0126-4400 35 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  36. 36. References (2) • Muslihah N, Winarsih S, Soemardini, Zakaria AS, Zainudiin. 2013. Diet quality and associaion with nutrition knowledge, socio-economic status, and nutrition status. Jurnal pangan dan Gizi, 8(1): 71-76. ISSN 1978-1059status. Jurnal pangan dan Gizi, 8(1): 71-76. ISSN 1978-1059 • Cavanagh KV, Kruja B, Forstell CA. 2014. The effect of brand and caloric information on flavor perception and food consumption in restrained and unrestrained eaters. Appetite, 82: 1-7. • Sumarwan, U. 2011. Consumer Behavior: Theory and Marketing Application. 2nd Edition. Jakarta: PT Ghalia Indonesia 36 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  37. 37. 37 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  38. 38. BIODATA Prof Dr Ir Ujang Sumarwan, MSc • • Ujang Sumarwan is a professor in Consumer Behavior in the Department of Family and Consumer Sciences-College of Human Ecology and in theof Family and Consumer Sciences-College of Human Ecology and in the Graduate Program of Management and Business School of Business at Institut Pertanian Bogor (Bogor Agricultural University), Bogor Indonesia. He was Born on September 16, 1960. He earned Sarjana Degree in Socio Economic from Institut Pertanian Bogor in 1985. He earned master degree in the area of family economics in 1990 and doctoral degree in the area of consumer studies in 1993 from the College of Family and Consumer Sciences Iowa State University, Ames, Iowa. Since the beginning of his career as a faculty member and a researcher in Bogor Agricultural University, Ujang Sumarwan has done an intensive research in the areas ofUniversity, Ujang Sumarwan has done an intensive research in the areas of food consumption and food security in relation with the household social and economic welfare. His research results have been published in the national journal also have been presented to the decision makers as important recommendations for formulating and implementing the family welfare program. 38 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  39. 39. After the year 2000 until now, Dr Ujang Sumarwan spend most of his time working with his master and doctoral student to do the research as part of the students’ theses and dissertation in the areas of consumer studies such as consumption and buying behavior, consumer credit, credit card and plastic card usage, brand equity and consumer loyalty,consumer credit, credit card and plastic card usage, brand equity and consumer loyalty, consumer satisfaction, consumer attitudes and perceptions, and consumer decision making. In 2003, In 2003, Dr Ujang Sumarwan published his first text book title ‘Consumer Behavior: Theory and Applications. The book was published by the national publisher and distributed nationally in Indonesia. The book is one of the reference books in Indonesia used as a teaching material in many universities. Many graduate students who are doing research in the consumer studies cite Dr Sumarwan book for their literature review. He and his colleagues also published other text books: Pemasaran Strategik: Strategi untuk Pertumbuhan Perusahaan dalam Penciptaan Nilai bagi Pemegang Saham (Strategic Marketing: Strategy for Corporate Growth in Creatingbagi Pemegang Saham (Strategic Marketing: Strategy for Corporate Growth in Creating Shareholder Value) published by Inti Prima in 2009. Pemasaran Strategik: Persfektif Value-Based Marketing dan Pengukuran Kinerja (Strategic Marketing: Value-Based Marketing and Performance Measurement Perspectives published by IPB Press in 2010. 39 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  40. 40. Riset Pemasaran dan Konsumen Seri 1: Panduan Riset dan Kajian Kepuasan, Perilaku Pembelian, Gaya Hidup, Loyalitas dan Persepsi Resiko (Marketing and Consumer Research Part 1: Research Method and and Buying Behavior, Lifestyles, Loyalty and Risk Persception) published by IPB Press in 2011. Riset Pemasaran dan Konsumen Seri 2: Pengolahan dan Analisis Data serta Kajian Budaya dan Risiko Kredit, Marketing2: Pengolahan dan Analisis Data serta Kajian Budaya dan Risiko Kredit, Marketing Destination Brands, Brands Equity dan Motivasi:Model Keputusan Konsumen, Sikap Konsumen dan Produk Hijau, Pemasaran Hubungan, Consumer Awareness dan Sertifikasi Ekolabel, dan Model Pengembangan Kota Gas (Marketing and Consumer Research Part 2: Data Processing and Analyses, and Culture and Credit Risk, Marketing Destination Brands, Brand Equity and Motivation, Consumer Decision Model, Consumer Attitudes and Green Product, Relationship Marketing, Consumer Awareness and Ecolabel Sertification, and Model of Gas City published by IPB Press in 2012. Riset Pemasaran dan Konsumen Seri 3: Anova, Ancova, Regresi dan Structural EquationPemasaran dan Konsumen Seri 3: Anova, Ancova, Regresi dan Structural Equation Modeling serta Kajian: Posisi Produk, Ekuitas Merek, Konsep Diri, Loyalitas Toko, Sikap dan Preferensi, Strategi Harga, dan Keluhan Pelanggan (Marketing and Consumer Research Part 3: Anova, Ancova, Regression and Structural Equation Modelling, and Product Positioning, Brand Equity, Self Concept, Store Loyalty, Attitudes and Preferences, Pricing Strategy, and Consumer Complaints) published by IPB Press 2013. 40 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
  41. 41. Metode Riset Bisnis dan Konsumen (Business and Consumer Research Method) published by IPB Press in 2014. Pemasaran Strategik: Perspektif Perilaku Konsumen dan Marketing Plan (Strategic Marketing: Consumer Behavior and Marketing Plan Perspectives) published by IPB Press in 2015. He was Deputy Director for Academic and Student Affairs 2000-2005, 2008-2013, and Deputy Director for Resources and Planning 2006-2008 in the Graduate Program ofDirector for Resources and Planning 2006-2008 in the Graduate Program of Management and Business, Graduate School, and Head of Department of Family and Consumer Sciences College of Human Ecology 2013-2017 Bogor Agricultural University. He has served as member of IPB Board of Trustee 2008-2013, and member of IPB Senate 2008-2013, and member of College Senate since 2005. He teaches consumer behavior, in the Department of Family and Consumer Sciences, and Strategic Marketing, Marketing Research, and Business Research Method in the Graduate Program of Management and Business Bogor Agricultural University. He is appointed to be the Chair of Panelist in DevelopingAgricultural University. He is appointed to be the Chair of Panelist in Developing Index of Consumer Empowerment in 2015 by the Minister of Trade Republic of Indonesia 41 Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015 ILSI SEMINAR
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