Understanding Consumer Behavior. When running a business, we must consider some aspects both controllable and uncontrollable ones. One of the uncontrollable aspects is the consumer behavior. Most of the time a company claims that they have understood their consumers' behavior who will become their target. However, a company takes it for granted for one success in a place to be applied in another market. This study tries to analyze the uniformity of a succesful company in its home country which can be applied in Indonesia for instance. The object of the study is to observe grocery and Makro retail company which originated in Nederland. At present, Makro has stopped operating and was taken over by Lotte Mart from South Korea.