Understanding Consumer Market Behavior in Agribusiness

Abstract

The consumer market is a fundamental element in agribusiness marketing management because understanding consumer behavior is the basis for the formulation of an effective marketing strategy. This paper aims to examine the basic concept of the consumer market with a theoretical approach based on marketing and agribusiness literature. The method used is a literature study by examining the main theories of marketing experts as well as national agribusiness research related to consumer behavior of agricultural products. The results of the study show that cultural, social, personal, and psychological factors have a significant influence on the purchasing decisions of agribusiness consumers. Understanding these factors can help agribusiness actors in designing a more targeted marketing strategy. This research is expected to make a conceptual contribution to the development of agribusiness marketing management science in Indonesia