SOCIAL AND CULTURAL

SOCIAL

- focus on the societal forces

- includes reference groups, family role and status on the society

Reference group and Family

- comprise people with whom individuals compare themselves

- Family member, relatives, neighbours, friends, co-workers and seniors at the workplace
can form reference groups

Rule and status in society

- A person’s role in society and social status affects her buying decision

- Each person plays a dual role in society depending on the group to which he belongs

CULTURE

-The total of the learned behaviour of a group of people that are generally considered to be
the tradition of that people and are transmitted from generation to generation.

Language

- One of the first barriers that companies face on the path of internationalism is differences
in natural languages.

Music and Arts

- One of the easiest ways to reach people is through music and arts. When you reach people
your job is pretty easier for business and marketing.

Religion

- It is a strong shaper of values. Religion of a nation has influence on the way firms are doing
business like working hours, holidays, preferences and tastes.

Customs

- a usage or practice common to many or to a particular place or class or habitual with an

individual

Food

-Preferences and tastes may be differ for each individual, it also differs among different
cultures.
 SOCIAL AND CULTURAL

Social factors play an essential role in influencing the buying decisions of consumers. These
factors are able to affect our attitudes, our opinions and our interests, that can impact product sales
and services of a business. We as human beings need other people to talk to and to ask about better
solutions or ideas.

SOCIAL

 focus on the societal forces

 includes reference groups, family role and status on the society

Reference group and Family

 comprise people with whom individuals compare themselves

 Family member, relatives, neighbours, friends, co-workers and seniors at the
workplace can form reference groups

Rule and status in society

 A person’s role in society and social status affects her buying decision
 Each person plays a dual role in society depending on the group to which he belongs

CULTURE

 The total of the learned behaviour of a group of people that are generally
considered to be the tradition of that people and are transmitted from generation to
generation.

COMPONENTS OF CULTURE:

 Language
 Music and Arts
 Religion
 Customs/Beliefs
 Food

LANGUAGE

 One of the first barriers that companies face on the path of internationalism is
differences in natural languages.
 The language diversity has created problems for companies in integrating their
workforces and marketing products on a truly national level.
 When a new product or service enters another language, it might change its name to
be able to accept in certain regions
 Example: When KFC entered Montreal, Quebec it branded “PFK” (Poulet Frit
Kentucky) because Quebec has very strict language laws, which means if your
business is with an English name, you’re required to create a French equivalent.
MUSIC AND ARTS

 One of the easiest ways to reach people is through music and arts. When you reach
people your job is pretty easier for business and marketing.
 Some countries have realized the greatest impact of TV series, music and different
arts on business.
 Example: The Korean wave (Hallyu) refers to the phenomenon of Korean
entertainment and popular culture rolling over the world with pop music, TV
Dramas, and movies. It has been described by the newspaper the Korean Times, as
the 21st century version of the Silk Road which once served as the conduit for trade
and cultural exchange between the East and the West. The booming presence and
enjoyment of Korean popular culture has also transformed into preference for other
Korean products and lifestyle alike, leading to an increase in Korean product sales
overseas. The growing interest in Korean culture has further triggered a rise in
inbound foreign tourists.
RELIGION

 It is a strong shaper of values. Religion of a nation has influence on the way firms are
doing business like working hours, holidays, preferences and tastes.
 EXAMPLE: McDonalds agreed not to serve beef in India because of criticism from
Hindus.
 But not all nations that practice the same religion have the same constraints on
business.
 Example: Friday is normally not a workday in predominantly Muslim countries
because it is a day of worship.
CUSTOMS

 a usage or practice common to many or to a particular place or class or habitual with

an individual

Avoid doing the things below when making business with Japanese people:

• Never pat a Japanese man on the back or shoulder.

• Do not grab your host’s hand in meetings.

• Do not blow your nose in a public place.

Avoid doing the things below when making business with Italian people:

• Avoid talking about religion, politics, mafia, and World War II.

• Don’t expect the meeting to start on time.

Tips for meeting:

• France – wear an official dress

• Saudi Arabia – During the greetings kiss three time (never ever try to kiss a woman)

• Germany – be there on time

FOOD

 Preferences and tastes may be differ for each individual, it also differs among
different cultures.
 Example: Japan people dislike sour tastes lemon, and colors that reminds sour.
Because of this perception, firms using yellow packages on their product have faced
a decrease in their sales.

Although there are cultural differences between different countries, these differences are
necessarily a handicap. There is a need for understanding between the firms in the different
cultures. In order to manage these cultural differences, first we must accept that cultural differences
exist in different nations. So if companies want to be successful in international markets, they must
be flexible and can able to respond to the local preferences, tastes and perceptions of the country
they dealing into.

REFERENCES:

https://www.slideshare.net/dousunum/effects-of-culture-on-business

https://www.managementstudyguide.com/social-factors-affecting-consumer-behaviour.htm

https://blog.hubspot.com/marketing/international-brand-names

https://www.marketingtutor.net/how-social-factors-affect-business-environment/

http://people.tamu.edu/~i-choudhury/culture.html

https://www.merriam-webster.com/dictionary/custom