An ultimate consumer commonly purchases goods and services which are supplied in market, while he produces and consumes them by himself. This can be regarded as a dependent action or partially substitutional action for consumer's production and distribution activities, In this paper, to understand such characteristics of consumer behavior, we discuss consumer's action of the accepting or rejecting services and its incentives based on service concepts, and then present a guideline for developing marketing strategies to apply this concept to an index of market analysis.