The Impact of Cultural Differences on the Shopping Behavior of Russian and American Consumers Considered by International Fashion Companies

Student: Molonova Aryuna

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2017

The main aim of this master thesis is to study how cultural differences influence shopping behavior of Russian and American consumers considered by international fashion companies. The industry of fashion apparel was chosen because nowadays due to the globalization companies operate on the highly competitive and demanding market and it is very important to distinguish itself in the eyes of consumer. One of the ways to do so is to use the knowledge about the way culture affects consumer behavior in order to attract people.

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