Social Factors And Cultural Aspects Of Consumer Behavior

2.1 Consumer Behavior
Consumer behavior is “The behavior that consumers display in searching for purchasing, using, evaluating and disposing of products, services that they expect will satisfy their needs.” (Schiffman and Kanuk, 2009).
Consumer behavior refers to the choosing, purchasing, and consuming of goods and services for the satisfaction of their wants. It focuses on how individuals make choices to use up their resources (time, money, and effort) on items they want. The decision based on their own characteristics, needs, and beliefs.
There are some factors influencing consumer behavior. First, social factor include reference groups, family, roles and status. Personal factor is the second factor, which include age and life-cycle stage, occupation, income, lifestyle, personality and self-concept. Third, psychological factor, such as motivation, perception, learning, beliefs and attitudes. Last, cultural factor, include culture, subculture, and social class. 2.2 Consumer Purchase Decision
Consumer buying behavior “refers to the buying behavior of final consumers, both individual and households, who buy goods and services for personal consumption” (Kumar, 2010 : 228).
Understanding consumer buying behavior can influence the consumers’ buying
The consumers in USA have a mental categorization of low-priced, commonly consumed, and branded varieties. The selection of various age groups may vary within the family. The young generations are guided to such restaurants since childhood, menus, and the media. Then, the consumers’ preferences in China tend to be around those dishes that stimulate or cooked on the same ways of their traditional food. The selection of fast food of all the age groups in China is found to be similar, but their intentions are different. Younger age groups are finding the taste in the same cuisine, while the older age groups seek