The culture in a country or a market can vary in terms of different values, habits, customs, and behaviors. There is no proper and thoroughly homogeneous culture in hardly any market. The reason is that a society consists of people of different ethnicities and religions and that different geographic structures create different cultures.
It is possible to say that the culture of a country or society consists of the two major sets of elements (Schiffman, Hansen and Kanuk, 2012, p.352):
1. Beliefs, values, and customs specific to a particular subculture that is shared by its members.
2. Main cultural elements independent of subcultures that are shared by a great majority of society.