Study of consumer's behaviour is important in developing marketing strategy. Consumer behaviour refers to the attitude that the consumer shows during the search, purchase and consumption of a certain product. According to literatures, correlated factors such as; economic, cultural, and psychological factors mostly affect the decision of the consumers whether to accept or reject a food product in the market. The purpose of this paper is to identify the main factors that affect consumer behaviour during the purchase and consumption of an existing food product in the market. The recent study shows many significant differences of the purchasing and consumption attitude between undergraduate and foundation degree students. Consumers have become more dependent on their own preferences by observing sensual attributes of the foodstuffs. Moreover, complete understanding of these identified factors is essential in order to develop an effective marketing strategy.