THE ROLE OF CULTURE IN U.S. REGARDING CONSUMER BEHAVIOR

Abstract

In our research, we are trying to reveal the importance of culture in the United States, regarding consumer behavior, viewed in terms of visible contradictions, as well as its role in spreading ideas and goods coming from another country. We have also completed an analysis on one of the most important key players in the worldwide marketplace of our time: Wal-Mart, America’s largest and most controversial company. This is a study about how culture in the U.S as a conglomerate of different cultures influences the consumer behavior in a society of changes, in a society of economic globalization.consumer; behavior; cultural; diffusion; influences; globalization.