REVIEW OF CONSUMER BEHAVIOUR FROM INTERCULTURAL MARKETING PERSPECTIVE
REVIEW OF CONSUMER BEHAVIOUR FROM INTERCULTURAL MARKETING PERSPECTIVE

Summary/Abstract: Small, medium enterprises and multinational companies are the reality of our life and essential elements of the market economy. Logically, the success of the company depends on the decision of consumers. So, the company aims to produce product or service which satisfies the needs of consumers and attract buyers by some advantages in comparison with competitors. However, the most interesting question is which factors influence the decision of consumers toward different products? The factors which influence consumer behaviour can be summarized in economic, social, psychological and cultural factors. Cultural factors have a significant impact on the life of consumers. Culture is a difficult system formulating under the influence of values, beliefs, norms etc. Development of technologies and other external factors make changes in culture - but culture is also changing over time. The review paper deal with intercultural marketing which is a combination of marketing and culture. The main aim of the paper is summarizing theories related to the culture from a marketing perspective and define importance and connection with consumer behaviour

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