In today's interconnected world, businesses face the challenge of expanding their products and services into diverse markets across various cultures. Achieving success in these markets requires a deep understanding of cultural nuances and adapting products to meet the specific needs and preferences of different cultural groups. This bachelor thesis explores the concept of cross-cultural adaptation of products and its significance in customers satisfaction with adapted products and building strong customer relationships. The process of cross-cultural adaptation involves modifying product attributes, design elements, packaging, pricing, communication strategies, and distribution channels to align with the cultural expectations and values of target markets. Effective adaptation requires thorough research and analysis of cultural norms, consumer behavior, and market dynamics, enabling businesses to tailor their offerings and create a positive customer experience. By adapting products to local cultural contexts, companies can increase the level of product satisfaction which would than enhance their competitiveness on market. That would enable companies to gain competitive edge. It allows businesses to address cultural sensitivities, overcome language barriers, and establish trust with consumers. Additionally, a well-adapted product demonstrates respect for local customs and traditions, serving local customers the quality, functionality and design that would show certain amount of personalization as well as maintaining brand reputation. In order to confirm hypothesis that product adaptation is important for achieving customer satisfaction and by that achieve successful entry to foreign market, research was conducted in a form of questionnaire over the sample of 107 participants. After the analysis of the results it can be clearly determined that cross-cultural adaptation of product is indeed very important when it comes to generating high customer satisfaction level and successful entering to foreign market.