"In terms of consumer behavior, Schiffman defines culture as “the sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society”. The kinds of products and services and/or brands that consumers’ buy and use, are all based on their cultures and sub-cultures. For example, the food they eat and the kinds of clothes they buy and wear, are all impacted by their culture, their customs, traditions, norms and values. Source: http://in.docsity.com/en-docs/Culture_-_Consumer_Behavior_-_Solved_Quiz_"
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