Winoto Tj, Hery2023-03-082023-03-082018-11-302393-174410.18638/dialogo.2018.5.1.17http://hdl.handle.net/20.500.12424/4276046This paper aims to provide input and reviews related to consumer behavior in Indonesia, from the author’s perspective based on analysis and literature review. This paper will cover the understanding related to consumer behavior, primarily related to how the mechanism and how a consumer to get, meet and seek all forms of wants and needs. In this paper we provide suggestions and inputs for capital analysis of consumer behavior in Indonesia, it is closely related to the field of study and marketing studies in general. From the paper review that has been done, we propose some concepts and ways to study consumer behavior in Indonesia, in the form of a study proposal. This paper uses narrative descriptive analysis techniques to be able to and obtain some suggestions in viewing and studying consumer behavior in Indonesia.eng2018 RCDST. All rights reserved.Behavioral consumerAsymetric informationMarketing managementConsumer ethicsArticle