Abstract
Understanding the purchasing behavior of the consumer is the key step for the Marketing process. Our aim is to analyze the process which leads to the purchase. We must remember that a consumer can be a person, a family, or an organization. Thus there are 3 purchase situations: Individual purchase, family purchase, and industrial purchase. In Marketing, it is important to understand mechanisms that lead the consumer behavior. In this analysis we must understand: product conception, price fixing, and advertising creation. There is a lot of literature available that shows explanatory factors that detail purchase behavior. A big part of the individual behavior is conditioned by the culture of the society to which it belongs. We can define culture as a combined way of thinking, feeling, and acting, which are learned and shared by a person in a group. The culture rises from a value system, standards, and life habits. Culture varies according to time and countries.
