Consumer behavior refers to the behavior that consumers display in searching for purchasing, using, evaluating and disposing of products and services that who expect will satisfy their needs and it's behaviors that are directly involved in the action of obtaining, consuming and spending products or services, including the decision processes that precede and follow these actions.It seems ethnographic research can helps the marketer to understand how consumer think, feel and select from alternative like products, brands and the like and how the consumers' buying behaviors are influenced by their environment, the reference group, family and salespersons. Consumer buying behavior includes that: Attitude itself is a learning experience and can lead to a change in attitude before buyers enter the buying process. Thus, attitude don't automatically guarantee all types of behavior. Attitudes based on behavioral learning follow beliefs, behaviors and effect sequence. A consumer who is high involved with a product or service category and who perceives a high level of product or service differentiation between alternatives with follow the cognitive hierarchy ( belief affect behavior). From the ethnographic research marketers perspective the sequence of attitude formation is from a communication point of views from a strategic point of view, such as it has proved useful in specifying the different elements that work to influence buyers' evaluations of attitude, product or services may be composed of attributes or qualities, some of which may be more important than others to particular people. So consumer's individual decision is to act on whose attitudes is affected by other factors, such as whether it is felt other factors, such as whether it is felt that buying a product or service would be met with approval by friends and family. According to this approach, ethnographic research marketers must concentrate an assessing the characteristics of the environment, such as the physical surroundings and product or service placement, that influence members of that target market. Such as point of purchase ( such as selling the sport shoe brand's some sample of design style shoes ) are particularly useful in predicting to find reasons why individual consumer choose to buy these styles. Hence, I recommend ethnographic research marketers can focus on measuring consumers' effective emotion response to products or services and develop offering that elicit appropriate subjective reactions and employ effective symbolism to predict how the different brand products to be designed which kind of style, to be used what kinds of colors and what kinds of materials to be produced. To decide which is the most acceptance to satisfy consumers' taste. Such as the above sport shoe brand company case showed that it attempted to use ethnographic method to research whether what the external or internal factors are influenced to the footwear brand Dr martens' other consumers to choose the Nike or Baseball brands sport shoes to buy. It discovered that what youth people whose daily wearing clothing colors, designs and materials external factors which can influence them to choose to buy which kinds of design styles, colors and materials made of sport shoes to buy. It seems famous brands of sport shoes and cheaper price and durability internal factors are not the important factors to influence them to choose to buy these brands. Otherwise, the youth people whose wearing clothing colors, design styles and material made external factors can influence their feeling to choose the most adaptable style of sport shoes to be accepted to adapt to accept to their wearing clothing fashion.