Concept Of Culture and Subculture Introduction Consumer Behaviour

Culture is the unique possession of man. Man is born and brought up in a cultural environment. Man is not only a social animal but also a cultural being. Man cannot survive as a man without culture. Culture fulfils our needs and represents the entire achievements of mankind.E. B.Taylordefined culture as "that complex whole which includes knowledge, beliefs, art, morale, laws, customs and any other capabilities and habits acquired by man as a member of society." Cultureinfluences the pattern of living, of consumption, of decision-making by individuals. It has certaincharacteristics and is transmitted from one generation to another.It is a comprehensive concept and includes all those things that influence an individualin his thinking and behaviour, e.g., People in the western world have a different culture thanthose in the east. Their behaviour, living style and decision making is different from those inthe eastern countries.

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