Every business imposes personal and social responsibility and would not function unless certain legal, personal, cultural and moral prerequisites were met. Today, one lives in a time of crisis of morality and in a society where most of the problems stem from dishonest, non-cultural and unethical conduct in the pursuit of economic activities. It is also in a time of global multicultural relations, in which tribal, regional, national, religious and other boundaries are losing their significance, but at the same time there are increasing differences between the structures and strata of society. Consumer behavior is the process of obtaining and consuming products, services and ideas from the consumer unit, and includes post-sales processes that include valuation and after-sales behavior. Factors influencing customer behavior are personal, social and psychological. Culture is part of social factors and represents the personality of society. It is the external factor that most influences consumer choice. Culture is represented by language, knowledge, laws, customs, religion, folklore, art, nutrition, work habits, etc. Members of different cultures have different views on religious, political, economic and many other issues. All of the above significantly affects the entrepreneur and his entrepreneurial activities. In order to achieve long-term success, every entrepreneur must know different cultures and customs in order to focus their activities as efficiently as possible from the acquisition of resources, technology, promotion to the end product or service, consumers, the law and everything that is influenced by culture in their own or foreign country.