The combinations of cultural, social, personal, and psychological factors, which are largely uncontrollable, are known to affect consumer behaviour. The marketer's task is to devote enormous efforts into understanding how these factors interplay and ultimately, how they influence purchase behaviour.
Cultural Factors
Culture, that is, the way of life of a particular group of people, largely determines what people want and the way they behave. For instance, the Nigerian culture in Africa is distinct and different from the Italian culture in the Europe and this influences products, pricing and media preferences.
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