CONSUMER IN SEARCHING FOR MEANING
Consumer is looking for meaning, dealing with economic-related consumption activity – having, doing, experiencing. To consume, consumer and consumption are just linguistically existence of sign and its representative. Consumer is the main actor of consumption activity. If it is not true then the notion of consumer will still be on the area of passive individuals who have no choice and less authority over decision to have “the best” for himself. They are not able to make decision as their thought might get distracted by illusion of “the best, the most suitable, the most ideal”. The reality of external environment which is unquestionably a product of “accumulated” expectation has become central issue to explore the “world” of consumer. Consumer is unique individual who never stops rationalizing his existence and craving for expectation. Thus, elements of external environment are contributed by the presence of “collective” ambition, expectation. It has dynamics within frame of time and sp