In the marketing context, the term consumer refers not only to the act of purchase itself, but also to patterns of aggregate buying which include pre-purchase and post purchase activities.Pre-purchase activity might consist of the growing awareness of a need or wants and a search for and evaluate of information about the products and brands that might satisfy it. Post purchase activities include the evaluation of the purchased item in use and the reduction of any anxiety which accompanies the purchase of expensive and infrequently bought items. The various factors include lifestyles and its impact on the consumer behavior. On the first hand, ethnographic research can learn more about buyer behavior as below: ethnographic research described the dominant, positivistic consumer perspectives and methodological and analytical overview of the traditional perspectives. There are two factors mainly influencing the consumers for decision making. Risk aversion and innovativeness. Risk aversion is a measure of how much consumers need to be certain and sure of what who are purchasing. Highly risk adverse consumers need to be very certain about what who are buying. Whereas less risk adverse consumers on tolerate some risk and uncertainty in their purchasing. The second variable, innovativeness is a global measure which captures the degree to which consumers are willing to take chances and experiment with new ways of doing things. Hence, ethnographic research can learn whether the buyer's shopping motivation is abound with which various measures of individual characteristics, e.g. innovative, variety seeking etc. different factors to the buyer behavior. On the second hand, perception is a mental process, whereby an individual selects data or information from the environment organizes it and then draws significance or meaning from it. Perceived fit is an attitudinal measure of how appropriate a certain channel of distribution is for a specific product. Consumer's perception of the fit between a service/product and channel is very influential in determining whether who will consider using that channel for a specific service. In fact, perceived fit was found to be more important than consumer's preference for the distribution method or service. Product quality and packaging and brand awareness familiarity with a channel is a measure of the general experience who have with purchasing products through special channels, e.g. internets, newspapers advertisement factors let consumers to decide to choose to buy or not buy the specific product. Shopping motives are defined as consumer's wants and needs as who relate to outlets at which to shop. Two groups of motives, functions and non functional have been proposed with time, place and possession needs and refer to rational aspects of channel choice. The functional motives included convenience, price comparison. Otherwise, the non functional motives entailed recreation and it related to social and emotional reasons. Hence, ethnographic research can assess whether the product or service is the functional motive or non functional motive to cause the buyer's choice.On the third hand, economic theory holds that of largely rational and conscious economic calculations. Thus, the individual buyer seeks to spend whose income on those products that will deliver the most utility ( satisfaction) according to his tastes and relative prices. It aimed to simplify assumptions and examine the effects of changes in single variables ( e.g. price) holding all other variables constant. ( e.g. low price of product is the higher the sales. The identified the impact of price differentials on consumers' brand preferences; changes in produces on demand variations; changes in price on demand sensitivity and scarcity on consumer choice behavior amongst many others.