Kotler proposes the most general factor to begin his consumer behavior model. It argues that culture is the fundamental factor that determines desires and behaviors (Kotler & Armstron, 2012). This is because human behavior is learned, so when growing up in a group or society people learn the same basic values, perceptions, desires and behaviors. Every group or society has a culture, what is meant by culture? Culture refers to the “cultivation of individuals through the action of external forms that have been objectified throughout history” (Summel & Levine, 1971). In other words, culture is based on external factors created through the history in which we are born and develop. In this context, five fundamental elements of culture have been proposed (Macionis & Gerber, 2011):1. Symbols: Anything that carries with it a particular meaning recognized by people who share the same culture.2. Language: A system of symbols and sounds that allows people to communicate with each other.3. Values: Culturally defined standards of desirability, goodness, beauty, and many other effects that serve as general guidelines for social life.4. Beliefs: Specific statements that people believe to be true.5. Norms: Rules and expectations by which a society guides the behavior of its members. But why is it important for companies to understand culture? Every group or society has a culture, and how culture influences purchasing behavior can vary greatly from country to country. Marketers must optimize marketing efforts by understanding the culture and purchasing behavior of the market in which they operate. It is quite easy to understand consumer culture when a company operates on a national level, both the company and the consumer have a similar cultural background. But for m... half the paper... Paris recorded its first profit. In conclusion, we can perceive that it is crucial to carry out a study and understand the symbols, language, values, contradictory beliefs and norms of different markets. Marketers must undertake widespread planning to avoid circumstances that could result in conflict, confusion, or misinterpretation. We can learn from the Euro Disneyland case that paying attention to and understanding the values ​​and opinions of local people can be extremely helpful in avoiding future difficulties. Furthermore, assuming that a foreign market will adopt domestic views has proven to be incorrect. The way Europeans perceived holidays, bought souvenirs, used transportation and ate, influenced Euro Disney's performance. What was performed was wrongly assumed to result in bad outcomes. Sources: (Disney Record Loss on Charge for Euro Park, 1993) (Keegan, 2002) (Yue, 2009)