Culture is the set of basic values, perceptions, desires, and ways of behaving that a member of society has learned from his family and other important institutions (school, religion, community). It is the most fundamental factor that determines human desires and behavior.
Culture has a comprehensive and subtle influence on consumer behavior because it defines what is considered normal, right, and desirable. Marketers must be sensitive to subcultures (groups within a culture) and social classes because they provide more specific opportunities for segmentation and targeting.
