The consumer behavior’s definition is defined by the American marketing Association (Peter&Olson, 2005) as “The dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspect of their lives” Schiffman and Kanuk

The consumer behavior’s definition is defined by the American marketing Association (Peter&Olson, 2005) as “The dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspect of their lives” Schiffman and Kanuk (2000) assumed that consumer behavior study focuses on how people make choice to spend their resources including period of time, funds, and work on items. Also, these actions are directly concerned on selecting, obtaining, using, and removing of goods and services and perceptions to meet their satisfaction, including the purchasing decision that preface and follow these actions (DeVries, 1996) But social factors psychological factors, marketing and consumer characteristics are also important in order to study with the criteria effects on customers, see figure below (Hogg&Lewis, n.d.).