Abstract
Nowadays, more and more students decide to study abroad in order to enhance their language abilities and discover new cultures and lifestyles. As a French student who lived and studied in Paisley for a year, the author is aware that going abroad to study is an important and difficult decision to make and that one should think about it very carefully before making a choice. In Marketing, this kind of decision takes part in what is called the consumer behavior which can be defined as "the decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods or services" (Lawson et al., 1996). Thanks to this process, it is possible to draw on models from economics, psychology, sociology or even anthropology. It is important to know that consumer behavior can be influenced by different variables such as external environmental (cultural and sub-cultural influences, social class influences, family and personal influences, etc) as well as individual determinants that establish how consumers proceed through the decision making process (information processing, personality, attitudes, motivation, etc).
