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

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
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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. Why does the World Need Indonesia ?
Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR
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3. McKinsey Global Institute predict Indonesia will be the 7th largest economy in
the World by 2030
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Source: McKinsey Global Institute
Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

4. INDONESIA: WHY IT MATTERS?
Source: DFAT Australia, 2013
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

6. What AEC means for Indonesian Consumers?
Are there high movement of highly skilled
Indonesian to other countries?
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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
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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. 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
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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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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).
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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)
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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)
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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.
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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)
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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?
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

21. Some Scholars have proposed
model of food consumptionmodel of food consumption
behavior
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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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. 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
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• 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. 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.
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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.
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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.
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

29. PREVIOUS RESEARCH
(Food Consumption and Nutrition)
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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)
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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)
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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. 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. 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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
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37. 37
Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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.
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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. 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.
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

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
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Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR

42. Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
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43. Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR
43

44. Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR
44

45. Prof Dr Ir Ujang Sumarwan, MSc, IPB 2015
ILSI SEMINAR
45