International Marketing Strategy
Isobel Doole and Robin Lowe
Social and Cultural Factors
Social and cultural factors influence all aspects of consumer and buyer behaviour. The difference between these factors in different parts of the world can be a central consideration in developing and implemting 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 by the way the two interact and the distinction between the various factors is not clear cut. Differences in languages can alter the intended meaning of a promotional campaign and differences in the way a culture organises itself socially may affect the way a product is positioned in the market and the benefits a consumer may seek from that product.
A sewing machine in one culture may be seen as a useful hobby but in another culture a sewing machine may be necessary to the survival of a family.
Kotler (2003 included such things as reference groups, family roles and status within social factors. Whilst this is a useful distinction from the broader forces of culture, social class and social factors are clearly influenced by cultural factors. Take the example of the family which is an important medium of transmitting cultural values. Children learn about their society and culture through many means but the family influence is strong particularly during the early years of a childs life. Furthermore the way in which family life is arranged varies considerably from one culture to another.In some cultures the family is a large extended group encompassing several generations and including aunts and uncles whilst in other cultures the family is limited more precisely to the immediate family of procreation and even then the unit might not be permanent the father and mother of the children might not remain together for the entirety of the child rearing process.