Understanding consumer behavior is very important for business actors, both for MSMEs and large companies. To find success for its current products as well as new product launches. Every consumer has a different thought process and attitude when buying a particular product.

If the company fails to understand consumer reactions to a product, there is a high probability that the product will fail to sell in the market. Due to changes in fashion, technology, trends, lifestyles, income, and other similar factors, consumer behavior is also changing. An MSME actor must understand what factors are changing so that marketing efforts can be aligned. So what is the importance of consumer buying behavior in business? The material is explained in the webinar which will be held on Friday, March 25, 2022, 16.00 - 17.00. This activity has the theme: "Steps to Read Your Customers Buying Behavior for MSME". The material for this webinar session was presented by Wiwiek Rahayu from Pempek Agoy. There were 30 participants present.