Cultural Factors
•In the west, it is common to invite friends/colleagues home for a drink.
•In Japan, it is more common to invite friends outings for dinner or drinks.
•McDonald’s is a good example of adapting its products according to different cultures in the world.
Cultural Factors
•Subculture: each culture contains many different subcultures such as religions, nationalities, geographic regions.
•Brands communicate different ways when targeting different subcultures
•Brands create specific products for specific groups of subcultures such as cosmetics for different racial skin types; Hispanics,