ABSTRACT
The broadest and most pervasive of all sociocultural factors shaping consumer decision making is culture, the symbols, values, and beliefs, that is, the total way of life, shared by members of a society. A society is an aggregate group of people within a nation or group of nations who usually share a common language and heritage, that is, a large cluster of people sharing a common culture. Culture is investigated by cultural anthropologists, social scientists who systematically investigate the various factors that make up society.
