 The main goal of cross-national comparisons of purchase and consumer behaviour is to show similarities and differences between countries because results of researches in many cases just confirm already existing stereotypes.This is very useful for marketing departments in many companies, which are usually more interested in findings similar features to define marketing strategy for each country.Also, consumers use stereotypes as a resource to help inform their choices, because stereotypes are socially shared and provide information about social groups based on easily identified qualities (e.g.