In everyday life, we need food, clothing, household tools, learning materials and housing. In meeting the needs of human life, goods such as rice, oil, soap, dishes, electricity, medicines, and others sometimes it wears out, some are not wearing out as well as TV, radio, furniture, or home is examples of items that are not wearing out as well.
Consumption is an activity of a person or group in the use, wear, or spend the goods and services in order to meet their needs.
While the consumer is the designation for people who do the act of consumption.
Consumers usually have a habit and behavior that are different. Consumer habits in villages different with the habits of consumers in the city, depending on the amount of their income.
When the amount of their income are many, there is the possibility of spending the greater amount. Whenever someone has met their basic needs, then the other needs will increase. If income increases, there is not enough desire to shop in the market but want to shop close to the big city, even like to shop abroad.
So one’s consumption is depends on: income, education, habits, and needs.
However, in this modern era, amid the incessant product advertisements on television, people’s consumption patterns tend only to satisfy lust or pride, no longer care whether they need the item or not. They feel proud when buying and using goods were brand advertised on TV. Thus, consumer behavior that exist today tend to be irrational consumption.