Introduction

Consumer behaviour has always had a great importance to marketers. The understanding of consumer behaviour supports the marketer to comprehend how consumers reflect, select and sense from substitutes like brands and products, and in what way the consumers are subjective by their environment, family, the society, and marketers. Consumer behaviour is outlined as the conclusion and physical action occupied, in when measuring, acquiring, exploiting or disposing of goods and service (Kumar, 2010) These goods and services that are marketed to consumers, influence, the consumer's buying behaviour by cultural, personal, social and psychological factors, which most of these factors are uncontrollable. Almost all these influences are beyond the hands of marketers but have to be considered, while trying to interpret the complex behaviour of the consumers. Every consumer before purchasing a product or service, are influence by a specific factor, however in this essay the author will critically analyse the impact of culture on consumer buying behaviour.

What is Culture?

culture is an influence that affects any behaviour and is the most fundamental cause of a human's wants and behaviour. Culture relates to a set of beliefs, perspectives and views, which are acknowledged by consistent group of people and inherited to the future generation. (Kumar, 2010) What people eat, wear, occupy and travel, as well as what is acceptable with product advertising, are both determined by culture. people's belief and view points are very strong and considered when a specific product or service is judged and purchased, which involves cultural values. Cultural values in a industrial state are good welfare, educational activity, individuality and freedom. However in other sources culture is seen as being integrated in factors of society such as faith, history, communication,