Culture
The broadest and most abstract of the external factors that influence consumer behavior is culture,or the complexity of learned meanings, values, norms, and customs
shared by members of a society. Cultural norms and values offer direction and guidance to members of a society in all aspects of their lives, including their consumption
behavior. It is becoming increasingly important to study the impact of culture on consumer behavior as marketers expand their international marketing efforts. Each country has certain cultural traditions, customs, and values that marketers must understand
as they develop marketing programs.