INFLUENCE OF CULTURAL FACTORS ON CONSUMER BEHAVIOR DURING THE CHRISTMAS AND NEW YEAR HOLIDAYS IN THE SOUTHEAST EUROPE MARKET
INFLUENCE OF CULTURAL FACTORS ON CONSUMER BEHAVIOR DURING THE CHRISTMAS AND NEW YEAR HOLIDAYS IN THE SOUTHEAST EUROPE MARKET

Summary/Abstract: There is a need to research consumer behaviour during the Christmas and New Year holidays, as the holidays are a unique time to observe different customs, festive habits and product purchase patterns, i.e. consumer buying behaviour. Cultural factors have a strong influence on all of the categories listed above. This article emphasizes the significance of understanding and knowing consumer behavior, the application of this concept to local markets, and the impact of cultural factors on consumer behavior. The relevance of the presented research stems from the identification of specific characteristics of consumer behavior during the winter holidays, as well as the fact that this phenomenon is influenced by various cultural factors related to the way of celebrating, customs, decorating the Christmas tree, figurines, symbolism related to the winter holidays, etc. The data on consumer behavior was gathered through a questionnaire-based survey of consumers in the Southeast European market. The study of consumer behavior inspired by the aforementioned winter holidays led us to the conclusion that it could be beneficial to gain a better knowledge and understanding of consumer behavior in order to develop appropriate marketing strategies for businesses during this period.

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