ABSTRACT
Domestically, marketing scholars have employed a variety of techniques and concepts, including the cultural approach, to study consumer behavior. Yet consumer study on an international basis has almost exclusively employed the cultural approach without much regard for other psychological and
Consumer behavior may be defined as a study of human behavior within the consumer role and includes all the steps in the decision-making process. The study must go beyond the explicit act of purchase to include an examination of less observable processes, as well as a discussion of why, where, and how a particular purchase occurs.
