This Podcast features Dr Fiona Cheetham whose research interests are in the social/cultural aspects of consumer behaviour and two third year students one from the UK (Rachel) the other from the USA (Samantha). Dr Cheetham takes an academic perspective on consumer behaviour and suggests that marketers need to understand and appreciate the cultural aspects of society so that they are better able to target their audience with both the appropriate message and products. She ends with a view of culture as being, 'The lens through which we see society'. Rachel and Samantha comment on this from their personal experiences and approaches to shopping from different cultural perspectives. Interestingly they do not find a great deal of differences between their own shopping behaviour and conclude that actually the common denominator is education/social class.