National Culture Impact Analysis on Consumer Behavior in Russian and French Market of Cut Flowers

National culture is an important factor in determining consumer behavior. This explains, for example, why in some regions some products are sold well, but not in others. Until 2014, the share of Russia among importers of cut flowers grew every year. However, Russia was still in last place in terms of consumption of cut flowers per capita, lagging behind France and other developed countries. The aim of the research work is to study the influence of national culture on the behavior of consumers of cut flowers in Russia and France and try to develop recommendations on how to take into account the influence of national culture on the behavior of consumers in this market in Russia. The cultural measurements of G. Hofstede were used for understanding of cultural differences between countries. The work used 2 samples (300 respondents from Russia and France) to analyze the influence of national culture on the behavior of consumers of cut flowers. Also, four interviews were conducted with experts (2 - Russian, 2 - French).