II.1.1. Factors Influencing Consumer Behavior Shinta (2009) states that consumer purchasing behavior is influenced by cultural, social, personal and psychological factors. Some of the factors that influence consumer behavior are as follows1. Cultural factors. Culture, subculture and social class are very important for purchasing behavior. Culture is what determines the most basic desires and behaviors. Each culture is made up of a series of subcultures that are most revealing of identification and socialization specific to its members. Fundamentally, all human societies have social stratification. Stratification is most often found in the form of social class division of society, which is relatively homogeneous and permanent, is hierarchically organized and members have similar values, interests and behaviors. Social class has several characteristics. First, people from the same social class tend to behave more uniformly than those from two different social classes. Second, people find themselves occupying lower or higher social class positions. Third, social class is characterized by a set of variables – such as occupation, income, welfare, education and value orientation rather than by a single variable. Fourth, individuals can move from one social class scale to another over the course of their lives.2 . Social factors. Consumer behavior is influenced by social factors, such as reference groups, family, social roles and statuses. The reference group makes a person experience a new lifestyle and behavior, and influences the behavior and one's personal concept, requiring the reference group to follow the personalized groups that can influence a person's choice will be the actual product and the brand. The orientation family consists of a part... half of the document... a part of documents and files of the parts related to the research.4c Justification of the methodology you intend to use (see Output 3)In this methodology, it is applied a case study to be defined as a study based on interviews and some important questions to ZARA and H&M customers. This methodology is very important for graduate students and those who already have work experience to educate them to pursue higher careers to be more professional in conducting a practice. The justification in this methodology aims to investigate the behavior of consumers found in London, both in terms of consumption, prices, interest in the products, and also the psychological attitude of the buyer (Susan et al. 2005). This study aims to examine a phenomenon that occurs in consumer behavior towards clothes. This study is done very precisely for the international businessman.