ASSESSMENT OF THE IMPACT OF MARKETING ON THE DECISION-MAKING PROCESS OF CONSUMERS IN DIFFERENT CULTURAL ENVIRONMENTS

The article examines in detail the impact of cultural factors on consumer behavior in the context of globalization, emphasizing the importance of adapting marketing strategies to the cultural characteristics of each region of the world. In today's globalized world, when companies enter international markets, the proper adaptation of marketing communications and products is critical to success. The research is important because different cultural contexts affect how consumers perceive a brand, its values, advertising messages, and even the product itself. The purpose of this paper is to find the most effective approaches to developing marketing strategies that take into account cultural differences between regions. Particular attention is paid to the study of how factors such as religious beliefs, national traditions, social structure, and economic characteristics can change consumer preferences and decision-making. For this purpose, quantitative and qualitative analysis methods were used, including consumer surveys in different countries and regions. Thanks to the data collected, it became possible to find out which cultural characteristics have the greatest impact on consumer behavior in different parts of the world. The study findings show that cultural factors, including individualism, religious beliefs and materialistic values, have a strong influence on consumer decision-making. In cultures with a high level of individualism, consumers are globally oriented toward personal preferences and interests, while in cultures where collectivism dominates, positive opinions and support for the role of the social group are important. Religious beliefs can significantly change the choice of products and services, especially when it comes to food, clothing, or ethical aspects of production. Materialism, in turn, can determine attitudes toward brands and consumer goods in high-income countries. Prospects for further research lie in a deeper analysis of the interaction of cultural, economic, and political factors, which can help to fine-tune marketing strategies for each specific international market. In particular, studying how political and economic conditions interact with cultural traditions can provide new insights for optimizing marketing approaches. Ultimately, these studies can provide a deeper understanding of global and local consumer needs, which is a key factor for successful business development in a globalized world.