Cultural factors are one of the most crucial factors influencing consumer behavior in marketing management. Because different cultures exist in different regions and countries, culture is the most fundamental factor for understanding personal desire and consumption habits and cultural factors influence the customer’s choices and buying behavior greatly. Marketing strategies should be based on cultural diversity. Much global marketing and advertising have witnessed this point.
What are Cultural Factors?
Culture can be defined as all the ways of life including arts, beliefs, and institutions of a population that are passed down from generation to generation. Cultural factors comprise a set of values and ideologies of a particular community or group of individuals. In simpler words, what an individual learns from his parents and relatives as a child becomes his culture.
In Japan, for example, most Japanese have a strong preference for animation, and animation is also the fastest growing industry in Japan. Some even regard anime as a cultural symbol of Japan. As a result, brands should use more animation elements in their marketing and advertising. It could aim to attract more target customers, such as children, teenagers, and even young adults.
Cultural factors have a significant impact on an individual’s buying decision. Every individual has a unique set of habits, beliefs, and principles which he/she develops from his family status and background. What they see and experience in their childhood becomes their culture. There are numerous cultural factors that can impact a business and its marketing strategy. The following are some of the most critical factors:
Individual Values - Culture has a major impact on the values that people hold. This can have an impact on product design, placement, and advertising efforts, among other things.
Customs - Each culture has its own set of customs or ways of doing things. A marketing strategy must take these customs into consideration when determining what products to introduce, how to introduce them, and how to promote them.
Language - This has a significant impact on promotion (advertising and labeling) and sales. Language has an impact on how people communicate (deliver and interpret messages).
Diversion (Food, Arts, Entertainment) - The methods by which people divert or entertain themselves are an important part of the culture. Indeed, marketing strategies are frequently used to promote products based on these needs or desires. These distinctions have an impact on the creation of a marketing strategy.