Abstract
This research has been conducted in Manado using primarydata, descriptive statistical analysis method. This study aims todetermine internal and external factors in consumer behavior of apples in the city of Manado. The results of this study indicate that the internal factor is the factor that comes from within the consumer that is age, occupation, income has a strong influence on consumer behavior of apples inthe city of Manado and external factors are factors that come fromout side the self that is consumer reference group and family havean important influence on consumer behavior of apples in the city of Manado. From the consumer behavior of apples in the city of Manado to be see kind of the most popular apples are fuji apples because according to consumer tastes and behavior of apples in the city of Manado.
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