Italian women keep homes quite clean. They spend, on average, 21 hours a week on household chores other than cooking -- compared with just four hours for Americans, according to Procter & Gamble Co. research. Italians wash kitchen and bathroom floors at least four times a week, Americans just once. 

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http://www.post-gazette.com/life/lifestyle/2006/04/25/Convenient-cleaning-products-don-t-sell-in-Italy/stories/200604250117

Consumer behaviour is aimed at understanding individual factors and group level factors influencing pre purchase, decision making and post purchase process  of an individual. It is a process involving interaction among cognition, affect and behaviour at an individual level.