Introduction

Consumer buying behavior in accordance with Kotler (2004) defined as "the purchasing behavior of consumers - individuals and house holds who buy goods and services for personal consumption." "Consumers' term can be described as a person who purchases goods and services for self-satisfaction is often used to describe two different kinds of many faces: personal consumers and institutional customers. Individual consumers are buying goods and services for their own needs. In this context, goods are purchased for final use by individual, organizational and consumers that includes for profit and not for profit businesses, government agencies, institutions, all they have to purchase products, equipment and services to run their organization (Kotler, 2004).

Peter and Olson (1993) noted that the interaction between the peoples emotions, moods, feelings of love and the concrete is called the behavior of consumers, in other words, environmental events, which they exchange ideas and advantages of each called consumer behavior. Buying behavior of people who buy products for personal use and not for commercial purposes (Peter and Olson, 1993).

Physical actions of consumers who can directly observe and measure the other, by influencing the behavior of profit can be obtained (Kotler, Armstrong and Cunningham, 2002).

The study of consumer behavior has evolved in the early emphasis on rational choice (microeconomics and classical decision theory) to focus on the apparently irrational purchasing requirements (some studies of motivation) and the use of logical flow models of bounded rationality (Howard and Sheth 1989). The latter approach has depended on in what is often called "information-processing model (Bettman 1979). Processing model of information relating to consumers as a logical thinker who solves the problem to your purchasing decision (Holbrook and Hirschman 1980).

Compares the four basic approaches to creating successful interorganizational relationships and combines them into a single recipe for managing important relationships between firms (Palmatier, Dant, and Grewal, 2007). Service failed to meet the clients and the development of customer loyalty over time in the business-to-business markets.

Cyert (1956) was probably the first who noticed that the number of managers in addition to purchasing agents involved in the buying process, and the concept has been called "the purchasing behavior and popularized by Robinson (Faris and Win 1967). Webster and Wind (1972) known identified five roles purchases, they are: Users, Influencer, buyer, decisive and Gatekeeper (Webster and Wind, 1972). Further categories have been proposed, "the initiator" (Bonoma, 1981), and "analyst" and the viewer Wilson (Wilson, 1998 ).

This user does not always make the purchase decision of products. The buyer must purchase the product. Marketers must decide on whom to direct their advertising efforts, the buyer or user. They need to identify the person who is likely to influence decisions. If marketers understand consumer behavior, they are able to predict how consumers are likely to react to different information and environmental cues, and able to shape their marketing strategies accordingly (Kotler, 1994).

Affect consumer behavior in 3 dimensions, they acquire, use and disposal. The acquisition means that a consumer spends money on products such as leasing, trading and borrowing. Use of some consumers use products of high price and some consumers see the quality. Recycling is nothing but the distribution of the order and location of a particular product (Hoyer, Deborah, 2001).

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By understanding consumer behavior profoundly different authors gave different information on consumer behavior, as a consumer buys a product, it includes four steps, they are: the need for recognition, information search, evaluation of alternatives, purchase decision and behavior after the purchase, the marketer can take many tips, like how to meet customer needs and develop an effective program to support an attractive proposition for the target market (Kanuk, 1990).

Consumer Involvement Theory

The consumer involvement theory means that, how the consumer involving the purchase of various products in the market, after purchasing the product, how the consumer responding towards ...

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