| 3. Cultural factors
Kotler observed that human behaviour is largely the result
of a learning process and as such individuals grow up
learning a set of values, perceptions, preferences and
behaviour patterns as the result of socialisation both within
the family and a series of other key institutions. From this
we develop a set of values, which determine and drive
behavioural patterns to a very large extent.
According to Schiffman and Kanuk, values include
achievement, success, efficiency, progress, material
comfort,
practicality,
individualism,
freedom,
humanitarianism, youthfulness and practicality. This broad
set of values is then influenced by the subcultures like
nationality groups, religious groups, racial groups and
geographical areas, all of which exhibit degrees of
difference in ethnic taste, cultural preferences, taboos,
attitudes and lifestyle.
Cultural factors consist of a) Culture, b) Sub culture and c)
Social class.
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