Table of Content 1. Introduction3 2. Culture4 2.1 Values and Believes4 2.2 Rituals5 2.3 Myths6 3. Reference groups7 4. Conclusion11 5. Bibliography12 1. Introduction As world's ninth biggest beer market, Australia consumes about 1720 million litres of beer every year. (Australian Bureau of Statistics, 2002) Just go through some of the tourist web sites, pubs, beaches and football games are always suggest as three must go activities if one wants to claim he/she has really been Australia. While the beer is treated as ultimate enjoyment …showed first 75 words of 2237 total…

…showed last 75 words of 2237 total…Rim Edition, Thomson Schiffman, L., Bednall, D., Cowley, E., O'Cass, A., Watson, J., Kanuk, L. (2001), "Consumer Behaviour" 2nd Ed., Sydney, Prentice Hall Schiffman, L.G. and Kanuk L.L (1978), "Consumer Behaviour", Englewood Cliffs, N.J. Social Issues Research Centre. "Social and Cultural Aspects of Drinking" (2003) http://www.sirc.org/publik/drinking3.html Accessed: 3 October 2003 Widing, R., Sheth, J.N., Pulendran, S., Mittal, B. and Newman, B.I. (2003), "Customer behaviour: consumer behaviour and beyond", Southbank, Victoria.