Factors influencing consumers’ purchase intention towards Kek Lapis Sarawak/ Elizabeth Tadong

Consumer behavior is derived from human deeds as an individual, family or organization that used to purchase and consume on several products or services for their daily consumption. According to Lars (2010), consumer behavior is defined as the study of people, groups or business organizations and the process they practice to choose, secure, utilize and dispose of goods, services, experiences or thoughts to fulfill needs and the effects that these processes have upon consumer society. The moment an individual or group of people involved in purchasing and consumption of goods or services, thus, she or he is right to call as a consumer. In addition, behavior is born from the way people act and respond among each other and towards several situations as well as towards the cues. According to The Free Dictionary (2016), behavior is the action or reactions of an individual in response to external or internal stimuli.