The set of basic values, perceptions, desires, and behaviors that learns a member of the society through the family and other important institutions know as culture . Within each culture will find a group of people who are a share value system based on life experience and common situations, such as sharing religion or belief, common geographic origins, these systems are subcultures
Social class are relatively permanent and ordered divisions in a society whose member share values, interest, behaviors, and most of the time, similar income. Consumer behavior is also subject to the action of certain social factor and the role played by an individual position in society, a community of people organized around a common interest are what we call a social group.
The family is the largest consumer of society, because as purchasing organization has the task of dealing whit all the needs of the members