Abstract
It is debated that marketing behavior should proceed under new recognition of consumers as "consumer=citizen" based on the necessity for realizing the real consumer orientation. In this article, the importance ofits understanding is stressed with respect to the consumer=citizen related to products and market. So we take note ofnon-purchasing behavior in which character of citizenery appear remarkably. We observe consumer=citizen dynamically through examining Non-User problems, and by that we investigate directions and take future implications for marketing behavior.
