Consumer behavior is the process of obtaining and consuming products, services and ideas of the consumer unit, and also includes after sales processes which include evaluation and after buying behavior. Factors of influence on consumer behavior are personal, social and psychological. Culture is segment of the social factors and represents social personality. It is an external factor which most influences on the consumer choice. Traditional norms, beliefs, customs, values and behavior are only one component of culture. The second factor is the individual, his specific personality characteristics and methods of interaction with the traditional components of culture. The interaction of these two factors represents the driving force of change in traditional cultural values. Culture represents language, knowledge, laws, customs, religion, folklore, art, food, work habits and similar. Members of different cultures have different attitudes about religious, political, economic and many other issues. The cultures are mixing and contain subculture. Subcultures can be defined as groups that are homogeneous in their beliefs, attitudes, value system, habits and behaviors. Consumers around the world are becoming more educated and informed about everything that is happening and offers. They, on the base of the huge number of available information and their own judgment, are choosing what is in line with their needs. Consumers will buy specific brand if they expect of that brand or product to be the best result and meet their expectations, respectively satisfaction of their needs.