Customs are actions or behaviors that are repeated over time and carry a specific meaning to a unique group, nationality, or ethnicity what is considered normal and expected about the way people do things in a specific country, those actions or activities within a community that are unique or distinctly different from any other group traditions among a group of people, a nation, or ethnicity that affect their purchase behaviors. what would be considered unusual or unexpected, and even unacceptable about the way people do things in a specific country