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Modern times reflect key changes in the marketing strategies employed by companies seeking to sustain competitive advantage. The financial health of these companies is now dependent on the amount of information that is collected in regards to consumer purchasing habits so the companies have resorted to the adoption of behavioral and sociological studies in order to collect this pertinent data. Companies shifting their focus from a product/market driven line of attack to consumer driven marketing activities reflect this evolution of marketing (Kotler, 1999). As a direct consequence interest in consumer behavior has been going on since when buyers and sellers became existent (Nunes, 2003). Consumer behavior is a subcategory of marketing that merges elements from economics, psychology, sociology, social psychology, anthropology and other sciences, such as physiological psychology, biochemistry, and genetics (Demirdjian and

Senguder, 2004). As presented by Kotler et al. (2005) the buyer decision process consists of five stages; namely need recognition, information search, and evaluation of alternatives, purchase decision and post-purchase behaviour.Consumers purchase process is affected by a number of different factors, some of which are uncontrollable, such as cultural, social, personal, and psychological factors. However, these factors must be taken into account in order to reach target consumers effectively (Kotleret al. 2005).