Cultural Influences of Consumer Behavior Understanding consumer buying behavior involves marketing, relationships and consumer behavior. Consumer behavior includes all consumer decisions and activities related to the choice, purchase, use and disposition of goods and services. Marketers need to pay close attention to consumer behavior before purchasing and after using the product in question. The study of consumption habits is one of the stages of marketing research and analysis. In addition to other basics of consumer buying habits, marketers must also study the decisions and actions of real people. Until recent history, the study of consumer behavior focused on generalized consumer decisions. With more than 6.3 billion people, the world is a commercial oyster (Armstrong & Kotler, 2005). The problem or task that most marketers face is identifying how to sell their product to these people. There are many ways to sell a product, but identifying and responding to the target market's purchasing behavior is an integral part of today's complex society. Consumer buying behavior is defined as the purchasing behavior of end consumers – individuals and households who purchase goods and services for personal consumption (Armstrong and Kotler). Culture refers to the patterns of behavior and thinking that people living in social groups learn, create, and share. . Culture distinguishes one human group from others. A people's culture includes their beliefs, rules of behavior, language, rituals, art, technology, clothing styles, ways of producing and cooking food, religion, and political and economic systems. Anthropologists commonly use the term culture to refer to a society or group in which many or all people live... middle of paper ...... in their place in different countries and who act in different environments . One of the most determining environments for the success of the international marketing process is culture, which is the origin of many human actions and behaviors. To reach this point, the international marketer must study in depth the cultural treaties of the country in which the company plans to operate. so that special modifications in the overall plans and actions of the organization are made to act in accordance with the new market variables. References: International Marketing, Sixth Edition. Vern & Ravi. Dryden Press. • International Marketing, Ninth Edition. Philip Cateora. IRWIN. • International Marketing, Sixth Edition. Michael & Ilkka. Harcourt. • International Marketing, Tenth Edition. Armstrong & Kotler. • Consumer Behavior, Eighth Edition. James F. Engel and Roger Blackwell, Bowel Miniard.