Consumers react to opportunities. So, given that free trade allows them more alternative goods, ¿How come that foreign goods shape consumer choices?. Is it either because of its price, consumer`s income, or their cultural beliefs?. How do it all influence business strategic decisions in international markets? The aim of this paper is to analyze the microeconomic relationship between utility maximization, and cultural values. In particular, its influence in the consumer decisions framework as well as its role for shaping business strategic decisions concerning international markets.