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The consumer is a term used to describe one of the parties involved in economic activities. Consumers are, so to speak, parties that play an important role in the market economy. Because all retail activities are geared toward consumers. To find out what consumers mean, let’s see the full explanation in the article below!

What is a consumer?

Based on the Big Indonesian Dictionary (KBBI), consumers are users of finished goods (food, clothing, and the like), users of services (customers), and recipients of advertising messages.

According to Law No. 8 of 1999 on consumer protection, the definition of a consumer is any person who uses goods and/or services in the community, whether for the benefit of others, family, or for himself, and not for commerce.

From these two explanations, it can be said that consumers are people who use or consume a product. This party becomes the last chain in the market distribution by manufacturer and distributor. Consumers are also commonly referred to as customers.


Consumers understand according to experts

To better understand what a consumer is, here are some definitions from experts.

For example, Aziz Nasution defines a consumer as anyone who purchases goods or services to be used for a specific purpose.

Then there is Sri Handayani, who said that a consumer is a person or organization that buys or uses goods/services from producers.

Meanwhile, Dewi explained that the definition of a consumer is someone using a product marketed by a manufacturer.

On the other hand, Philip Kotler argues that a consumer is any individual or household that provides or receives goods/services for personal consumption.


consumer rights

If you become a consumer, you have several rights as set out in the Consumer Protection Act, namely:

Receive correct, clear, and honest information about the condition and warranty of the purchased goods/services.

Choose and receive goods/services by the exchange rate and the promised terms and guarantees.

His opinions or complaints were heard on the goods/services used.

Get treatment or service that is right, honest, and non-discriminatory.

Have the right to safety and comfort when using goods/services.

Get advocacy, protection, and efforts to properly resolve consumer protection disputes.

Receive compensation, replacement, or compensation if the goods/services received are not appropriate.

Get consumer education and coaching.

Rights are governed by other statutory provisions.


Consumer Obligations

In addition to the above rights, consumers also have several responsibilities, including:

Use good faith in all purchases of goods/services.

Read and follow information, instructions, or procedures for using safety and security goods/services.

Pay for all purchases of goods/services according to the mutually agreed exchange rate.

Follow legal efforts to properly resolve consumer protection disputes.


consumer role

The main roles of consumers are as follows.


As users of goods/services produced by producers.

As a motivator for a business where the more goods/services consumers use, the higher the producers’ motivation to produce.

Creating an increase in a country’s national income.

types of consumers

Now that you understand what is meant by a consumer, here are the types you need to know.


  1. Organizational Consumers

Organizational consumers are types of consumers who use or purchase goods/services for the operational needs of the associated organization. Examples include agents, distributors, or retailers who buy equipment to run a business.


  1. Individual consumers (private consumers)

Meanwhile, individual consumers are types of consumers who use or purchase goods/services for their own needs. These consumers are also known as end users, such as individuals or families.


Factors influencing consumer behavior

As a business owner, you need to know what factors influence consumer buying behavior. Understanding it will allow you to plan your business strategy appropriately. The factors affecting consumer behavior are as follows.


  1. Promotion factor

A promotion like advertising is an important part of the marketing process. This is one of the most effective ways to attract customers. By maximizing promotions, you can hypnotize even more consumers.


  1. Product Quality Score

Aside from the temptation of promotions, another factor influencing consumers is product quality. Yes, quality products are the main attraction for buyers and do not raise doubts. Therefore, the quality you offer determines your sales results.


  1. Price factor

It is undeniable that price is often a highly regarded benchmark as it has some influence or impact on each individual.


  1. Environmental Factors

Did you know that the next factor influencing consumers is the environment? Yes, where you live can be one of the triggers for lifestyle or need changes


  1. Need Factor

The number one reason someone would want to buy an item/service is a necessity. Yes, consumers choose an item that is truly needed, whether it is a primary need or another.


Well, now you know what a consumer is and what their roles, types of rights, and obligations are. If you are a businessman, consumers are parties that play an important role in the sales process. Therefore, you must understand what factors can influence consumer behavior as mentioned earlier. In addition, you can also conduct surveys to identify the right target market or potential customers for your business.

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