This study is based on an analysis of consumer behavior of two different countries. The aim of this study is to present cultural, social and economic influences, characterized by certain behaviors and how this can affect the decision-making process. The outcome expectations in buying and using a product indicate that individuals seek for benefits that fulfill personal self-concepts. On the other hand, culture offers the satisfaction of needs and guidance on problem-solving because provides rules. This paper describes how an ethnography research can be used in order to compare differences between Brazilian and New Zealand consumer behavior and integrates with wider social and cultural experiences of active consumers.