THE EFFECTS OF CULTURAL FACTORS ON CONSUMER BEHAVIOR

Abstract

In today's world, where competition increases rapidly, the success of businesses can be realized depending on today's market conditions, which differ with environmental factors. In parallel with the technological momentum that started in the 2000s, the development of transportation and communication, the increase of information resources; While facilitating the transportation of goods and services produced by businesses to consumer markets, shaping the needs of people acting in line with their needs with many different factors caused the complexity of consumer markets. In this study, the effect of cultural difference on consumer behavior is tried to be explained. The concept of culture is defined and its function is explained. The views of different scientists on the definitions of cultural differentiation and the effect of culture on consumer behavior are theoretically examined.