Explain about the cultural factor in the consumer behaviour.

Cultural Factor: This factor affects the consumer behaviour through his culture, social class and subculture.

1. Culture:

This is a process is that people come together and consist of formed general action and reaction patterns, general methods of doing things, forming general values and beliefs to assist one decide what to perform or what not to perform.

2. Sub-Culture:

A subculture is a segment of huge culture entire member share differentiate patterns of behaviour part of nationality, rationality, religious and even age describe subculture.

For example: India as an entire consider as a culture but various states as Punjab, J&K and Haryana are taken as subculture.