Culture is a defining feature of a person's identity, contributing to how they see themselves and the groups with which they identify. Culture may be broadly defined as the sum total of ways of living built up by a group of human beings, which is transmitted from one generation to another. Every community, cultural group or ethnic group has its own values, beliefs and ways of living.
Culture forms an important element of social life of a man. It is the culture that makes human animal to man. It regulates his conduct and prepares him for group life. It teaches him what type of food he should take and what manners, how he should cover himself and behave with the fellows, how he should speak and influence the people, how he should co-operative and compete with other. Man has acquired these qualities required to live and social behavior even for complicated situations.
In here we are trying to discuss how culture can affect to the marketing process when it comes to the international marketing because culture is different in every country and also even in the same country there are different sub cultures too. In order to be successes in international marketing, marketers have to understand and these differences of cultures around the world.

Culture Definition
We define culture as the sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society (Consumer Behavior, Shiffman and Kanuk)

Components of culture
• Attitude
• Beliefs
• Values
• Norms
• Religions
• Aesthetics

Why it is important for marketers to understand the cultural impact on Consumer Behavior
Culture has major impact on consumer buying behavior, because most of the buying patterns are determined by the culture. As an example in Hindu culture, they are not eating beef so whatever the foods they buy are free