Values Atitudes & Religion
The walues consumers from different countries place on things such as time,achievement,work and risk taking will seriously affect not only the products offered but also the packaging and communication activities.
The methods used by a firm to motivate its personnel is also strongly influenced by the local culture and practice. Values are important to marketers as they can be translated into consumption vehicles as illustrated.
Cultural values and their relevance to comsumer behaviour
e.g. achievement and success(value)----acts as a justification for acqiusition of goods(relevance to comsumer behaviour).
Religion is a major cultural variable and has significant if not always apparent effects on marketing strategy.
e.g. the identification of sacred objects and philosophical systems,beliefs and norms as well as taboos,holidays and rituals are critical for an understanding of a foreign market.
Demography & Social Structure
Aging of population----while world population is growing dramatically, the growth patterns are not consistent around the world. There are also visible moves in the population within many countries leading to the formation of huge urban areas where consumers have a growing similarity of needs across the globe. e.g. in 2015, maybe European cities will be markets in themselves,and the urban dwellers requaire similar products. Similarly, they demand services,telephones and transportation of all kinds and modern visual cmmunications. They are identifiable and firms can communicate with them efficiently via supermarkets,advertising and other marketing communication tools.
Lifestyles
e.g.1. The role of women and caste systems are easily identifiable example ...