КУЛТУРНА ОБУСЛОВЕНОСТ НА ПОТРЕБИТЕЛСКОТО ПОВЕДЕНИЕ
Cultural conditioning of consumer behavior

Summary/Abstract: From sociological point of view, the consumer behaviour is just one of the forms of human social behaviour. In this reason, it is affected by cultural factors and conditions. The culture of certain society can be defined as transmitted by social way information, including knowledge, values, norms, beliefs, traditions etc. In the process of socialization, every individual acquires a certain cultural norms and values from social environment, in which he forms. In this way part of them are transformed in his personal values and respectively in regulator of his behaviour. The cultures of different societies have their own specific dimensions and due to that, there are peculiarities in people's consumer behaviour, which are representatives of different nations. However the culture is just one of the factors which influence on individual consumer behaviour and if it is important, it can’t be used as it’s sole explanatory model.

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