Social And Cultural Factors Affecting International Marketing

Social and cultural factors influence all aspects of consumer and buyer behavior. The differences between these factors in different parts of the world can be a central consideration in developing and implementing international marketing strategies.

Social and cultural forces are often linked together. Whilst meaningful distinctions between social and cultural factors can be made, in many ways they interact and the distinction between the various factors is not clear.

Differences in language can alter the intended meaning of a promotional campaign and differences in the way a culture organizes itself socially may affect the way a product is positioned in the market and the benefits a consumer may seek from that product.

Many things such as reference groups, family, roles and status are included within social factors. This is a useful distinction from the broader forces of culture; social class and social factors are clearly influenced by cultural factors.

A family is an important medium of transmitting cultural values. Children learn about their society and imbibe its culture through many means but the family influence is strong, particularly during the early formative years of a child’s life.

Furthermore, the way in which family life is arranged varies considerably from one culture to another. Thus social and cultural influences inter wine and have a great impact on the personal and psychological integral part in the understanding of the consumer behavior in international markets.


A culture is the configuration of learned behavior and results of behavior whose component elements are shared and transmitted by members of a particular society. Thus culture is made up of three essential components: Beliefs, Values and customs.

Social And Cultural Factors Affecting International Marketing

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The components of culture are language, religion, values and attitudes, aesthetics, law & politics, technology and material culture, education, social organizations, religion.There are several cultural and social factors that influence a consumer’s perception, attitude and understanding to a given product or communication and so affect the way a consumer behaves in the buying process.

Culture Influences On Buyer Behavior

Cultural forces Cultural message Consumer decision process
Religion                                           Symbols                                                    Selecting
History                                             Morals                                                      Prioritizing Wants
Family                                             Knowledge                                              Decision making
Language                                        Rules of Behavior

All these  ———————————–> Affects Buyers

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