In the introduction to the work I have already noted that this topic is still very topical. In this I was convinced exploring different authors, their books and research. Many authors I studied, but I looked only to the references cited. In the first part I describe culture and for that part I used the literature of Tanja Kesic, Philip Kotler, Leon Schiffman et al. Here we see that culture has a wide range of social impact, the impact of language, social values, beliefs, prejudices. This tells us that many things influence the culture and because we have many different cultures in the world. Of course, the culture is important and one on which culture greatly influences and that it is marked as a person, but also different cultures affect different individuals. For example, cultures Caucasian diverse influences on the individual who is black. The individual with the culture develops as a person and learn how to be a member of a particular culture. Of the many definitions of culture on this subject, however the most important thing is that the sum total of beliefs, values and practices that serve to better regulate the consumer behavior as members of a society. I pointed out many features of the culture, but I stood out as the most important that it meets the needs because it has the most important influence in consumer behavior. Culture affects consumer behavior, and he expresses conformity, showing the way of conduct, adopt common positions and wants to introduce new features and changes. These features show how culture affects individual consumption characteristics, and that he was an active participant in culture and consumption. Culture affects the individual directly and indirectly we see in today's world of consumption where care for one another and impact of what we observe in particular diet and way of clothing. These two areas are the most prominent and everywhere are present.