In the world of marketing is needed on consumer behavior, by knowing the marketing side of consumer behavior can be easily taken the decision to market the goods / services to customers. Understanding consumer behavior is an important part in the marketing world. There are several reasons why the need to study consumer behavior that will assist managers in designing the marketing mix, the market business, position and differentiate products, carry out environmental analysis, develop market research studies. In consumer behavior research, there are three approaches, namely, the interpretive, traditional marketing science. These three have the same approach and the high value and provide an understanding of consumer behavior and marketing strategy from the point of view and different levels of analysis. Includes consumer decision making process through which all consumers in identifying problems, finding solutions, evaluate alternatives, and choose between buying their elections. In the marketing world need to know about the marketing mix strategies for products purchased through the decision process with high involvement and low involvement.
Keywords: consumer behavior, marketing, marketing mix
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