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The social factor that has the widest impact on customer's behavior is culture. The aim of this work is that through the elements and dimensions of culture explains habits, customs and tendencies of people in consumption .According to the broad and pervasive nature of culture, its study requires a thorough examination of the character of the entire society, including elements such as language, laws, customs, religion, art, technology, business partners, products and other elements that give the society a distinctive taste. Understanding the similarities and differences among costumers is very important for multinational tenderer. If there is a greater similarity between the costumers they will use similar strategies but if the beliefs and customs are different, then each country uses individual marketing strategy. In international marketing error may occur if the promotional message of a company presents in a language that is not understandable to customers in a given country and which means something completely different and unacceptable by customers. Differences in cultural values can be described in various dimensions - individualism, masculinity, power distance, avoidance of uncertainty and long-term orientation. Market segments in developing countries offer great opportunities but the creation of values in those segments means that the nuances of the culture must be understood

The influence of culture as a marketing factor on costumer's behavior