understand the complexity of cultural factors Why do people buy what they buy? Why do they buy in the first place? What factors, other than the product, price, access, and promotion, influence purchase behaviour?There are two primary drivers of consumer behaviour – needs and influencers. This is the second of 5 thoughts addressing the needs […]

understand the complexity of cultural factors Why do people buy what they buy? Why do they buy in the first place? What factors, other than the product, price, access, and promotion, influence purchase behaviour?There are two primary drivers of consumer behaviour – needs and influencers. This is the second of 5 thoughts addressing the needs and influencers that drive purchase behaviour. Marketing strategies must be developed with due consideration given to each of these factors.Few things influence consumer behaviour more than cultural factors. While demographic factors are important, cultural influencers are more important. Within this broad category, the influencers include: Overall culture – what the broader society believes is right and wrong, good and bad etc. Sub-culture – religious, racial, sexual orientation, and gender groups within society Social class – the position that an individual holds or perceives themselves to hold in society Society places enormous pressure on individuals to…