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The diversity of products produced by the company enables consumers to be more selective in choosing a product that is offered. With the climate of intense competition caused a company must pay attention and understand consumer behavior in deciding the purchase of the product. This is because consumer behavior is an act that directly involved in obtaining, consuming products and services, including the decision making process.

The existence of a variety of products will offer an alternative to consumers to choose products and decide on which company it will be consumers. This situation led to keen competition both among companies and among the existing products.

To successfully face the competition, then the concept of consumer-oriented marketing becomes important. This concept based on that the marketing activities begins with efforts to know and understand the needs of consumers. Next is to prepare and formulate a combination of marketing mix which are:

1. Product

2. Promotion

3. Price

4. Place

5. People

6. Physical environment

7. Process as accurately as possible so that the consumer needs can be met.