Not only can it be difficult to understand consumer behaviour and target groups’ needs on the domestic market, but for multi-national companies, this is an even greater struggle. Despite the fact that most of the world’s consumers have certain things in common, their values and attitudes, as well as behaviour often differ. As a result, it is vital that international marketers understand these differences and adapt their marketing strategies accordingly. Failure to do so could result in disaster for a company’s international products and marketing programs.