Cultural factors affecting consumer behaviour in international marketing and the analysis of a textile company

As is in a broad array of human behaviour, culture often determines individuals' consumer patterns. In an effort to comprehend the effects of culture on consumption behaviour, the notion of culture must be associated with the current view of consumption patterns as such an effort eventualy enables international companies to sense the cultural convergences and divergences in their market place. In this study, the effects of target market?s cultural background on consumer behaviour and preferences are analysed through the previous cultural dimensions surveys in the literature. The effects of these cultural dimensions on companies` marketing mix and the buying behaviour of the consumers are examined. The theoretical fundemantals given in the first two chapters are associated with a qualitative research in a senior international company in Istanbul and it is deduced that cultural variables have a deep impact on both consumer behaviour and international marketing strategy.