CULTURE - MAJOR DETERMINANT OF THE EUROPEAN CONSUMER BEHAVIOR

Consumers put in the new circumstances of the European Union area is in the processof adapting behavior in market relations, the conditions in which enjoys growing prosperity, theincreased degree of civilization. How businesses will respond to their offer of goods to therequirements of the consumers in the European Single Market space is a management process ofidentifying and meeting the needs of consumers outside the national space enterprise, taking intoaccount the environmental factors specific to each market external. Purchase decision process isidentical for all countries, different final decision to purchase, because the influences caused bysocio-economic or cultural. Cultural environment is the composition showing the highest rigidityfactor change action, therefore, usually followed by guided conduct business in foreign markets isthe attempt to adapt and respect the cultural values of each country. Our work aims to highlight theinfluence of cultural factors, the expression of a specific market requirement, which makes bothkinds of products, offered to consumers and purchasing behavior and consumption of a consumer inthe EU.