CULTURE - MAJOR DETERMINANT
                     OF THE EUROPEAN CONSUMER BEHAVIOR


                   Lucretia Mariana Constantinescu, University Valahia Targoviste
                       Ioana Raluca Goldbach, University Valahia Targoviste
                           Gratiela Gavrila, University Valahia Targoviste


ABSTRACT: Consumers put in the new circumstances of the European Union area is in the process
of adapting behavior in market relations, the conditions in which enjoys growing prosperity, the
increased degree of civilization. How businesses will respond to their offer of goods to the
requirements of the consumers in the European Single Market space is a management process of
identifying and meeting the needs of consumers outside the national space enterprise, taking into
account the environmental factors specific to each market external. Purchase decision process is
identical for all countries, different final decision to purchase, because the influences caused by
socio-economic or cultural. Cultural environment is the composition showing the highest rigidity
factor change action, therefore, usually followed by guided conduct business in foreign markets is
the attempt to adapt and respect the cultural values of each country. Our work aims to highlight the
influence of cultural factors, the expression of a specific market requirement, which makes both
kinds of products, offered to consumers and purchasing behavior and consumption of a consumer in
the EU.

Key terms: culture, lifestyle typologies of the buyers.

JEL classification: M16, M21, M31, O52