Culture refers to the learned system of values, beliefs, norms, customs, traditions, symbols, and ways of thinking that are shared by members of a society and transmitted from one generation to another. It shapes how individuals perceive the world, what they consider important, and how they behave in different situations, including the marketplace. In consumer behaviour, culture acts as a broad framework that influences needs, preferences, attitudes toward products, brands, pricing, advertising, and consumption patterns. It determines what people eat, wear, celebrate, aspire to, and how they respond to marketing stimuli. Because culture is deeply ingrained, its influence on consumer behaviour is often unconscious and long-lasting. Subculture is a smaller, distinct group within a larger culture that shares many of the dominant cultural values but also possesses unique beliefs, norms, lifestyles, or experiences that set it apart. Subcultures may be formed on the basis of religion, region, language, ethnicity, caste, age, gender, occupation, or lifestyle. In consumer behaviour, subcultures are particularly important because they often exhibit specific consumption patterns, brand preferences, and media habits. For example, regional subcultures may prefer certain foods, clothing styles, or entertainment forms, while religious subcultures may influence consumption through dietary rules, festivals, and ethical considerations. Marketers often target subcultures to design more relevant products and communication strategies. Indian culture is one of the oldest and most diverse cultures in the world, characterized by pluralism, continuity, and adaptability. It is deeply rooted in tradition, family orientation, spirituality, and collective living. In contrast, American culture is relatively younger and is often described as modern, dynamic, individualistic, and achievement-oriented. These fundamental cultural differences have a significant impact on consumer behaviour in both societies. One of the most