The smart consumers understand consumer protection should be aware that the consumer is key in marketing activities. Consumer is king. Consumers are key in marketing activities. Successful companies will be oriented to satisfy its customers. Satisfied customers will become loyal customers. This should be realized by the marketers in conducting marketing activities. The marketers should know that today consumers are becoming increasingly savvy to pick and choose. Limitations of financial capability of consumers will make more rational consumers in selecting products to be purchased and consumed. The consumer will calculate the benefits and costs to be paid. Comparison between benefits and costs is the value for the consumer. The greater the value obtained, it will make consumers feel satisfied. But if otherwise, the consumer will feel disappointed and will switch to another brand.