Consumer buying behaviour is determined by what the consumers buy, how they do it, the time they purchase and why they purchase it (John &. Jagdish, 1969). The study brings together psychology, sociology, and economics in order to understand the consumer decision-making process as an individual or as a group of people (John &. Jagdish, 1969). The theory also explains characteristics such as demographics, and behavioural variables of every buyer. It also tries to find out the influences the consumer might get from the family members, society, and peer groups when they want to buy. Buyers are not aware of many products and their usage in the market but they keep on choosing from different products. In many occasion, consumers buy new products without having knowledge on the product. When new products are introduced into the market, it is hard for the consumers to understand the product and it is always hard for the consumers to access the information. If a new product is introduced, the consumers will respond depending on product reliability and quality.
In the UK and US, Taste and preferences, culture, the psychology of the consumers, social, personality and mode of communication are different. In the US, the internet has become the main source of marketing. many consumers go to social websites such as Facebook and Yahoo to find new products and compare the prices with similar products. The cream manufacturer should adopt the UK model of marketing that is normally done through TV and radio, display, and poster advertisement. This will reach many people very fast unlike the social website which is not trusted by many people.
More advertisement and product promotion should be directed towards women since over 70% of household purchasing are influenced by women unlike in the US where the household purchases are influenced by every family member including children, the skin protects lies within the household products. . .