4.3.3 Cultural/Social Factors

• Multi-national brands must adapt their strategy to meet with societal norms and values

  Includes understanding of:

  • Languages
  • Traditions
  • Beliefs
  • Culture
• Language Barriers:

  • Marketing messages need translation and could vary in meaning across different regions.
  • Slang, humour and idioms often don’t translate well and might unintentionally offend the local audience.
• Social and Cultural Norms:

  • Some societies are conservative, while others liberal.
  • Brands should be aware of what is morally and socially acceptable in different cultures to avoid unwanted controversies.
• Religious Factors:

  • Religion plays a vital role in many societies.
  • It can influence consumer behaviour, lifestyle, and preferences.
  • It dictates what is deemed okay or offensive, so it’s vital to understand the religious beliefs and values of the local community
• Colour and Symbolism Interpretations:

  • Colour interpretations could be different in different societies.
  • For example, the colour white might symbolise peace and purity in some cultures, whereas it might be a sign of mourning in others.
• Laws and Regulations:

  • Different countries have distinct advertising and marketing laws.
  • To avoid legal issues, an organisation must be aware of these laws before implementing any marketing strategy
• Age Demographics:

  It’s important to understand the age demographics of a market.

  • Different age groups might interpret a product or marketing message differently.
• Rituals and Customs:

  • Rituals and celebrations also provide opportunities for brands to market their products.
  • It’s crucial for organisations to understand local customs and celebrations, which can be highly advantageous if understood properly.
• Economic and Living Standards:

  Individuals from different cultures and societies have diverse living conditions and financial capabilities.

  A brand should consider the standard of living, per capita income, poverty levels, and the economic stability of the country before marketing their product
• Consumer Behaviour:

  • Cultural and social values directly influence consumers’ choices.
  • A brand must align its product and promotion strategy with the attitudes, beliefs, and behaviours of consumers in that society