Cultural Environment
The cultural environment is made up of institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviours.
The following cultural characteristics can affect marketing decision making.
Persistence of Cultural Values: The people living in a particular society hold many core beliefs and values that tend to persist.
Shifts of Secondary Cultural Values: Although core values are fairly persistent, cultural swings do take place.
Consider the impact of popular music groups, movie personalities, and other celebrities on young people’s hairstyling, clothing, and sexual norms.