Companies do their business in society and sell their products to people of the society. Each society has its social customs as well as its unique culture, which affect the business activities of the company. These social and cultural factors are known as socio-cultural factors or forces, and they need to be considered seriously at the time of making and implementing any marketing plans. There are many socio-cultural factors that need to be considered by any company, some of which are social customs and values, lifestyles of people, religion, education, language, etc. Companies need to take these factors into account while selling their products to the customers and devise their marketing strategy, which is in compliance with and alignment with such sociocultural forces.
Different Sociocultural Forces
Culture – It is not easy to define culture, but one can say that culture is a collection of beliefs, values, motives, etc., which are found common in society and affect the way in which individuals make decisions. Each society has its culture, and companies would be required to adapt themselves according to the culture of the society in which it operates.
Language – Marketing campaign needs to be devised by taking into consideration the languages that are spoken and understood by the target audience. It is also possible that in several countries multiple languages are spoken by different people and thus, companies need to advertise and market their products by taking into consideration different languages.
Customs – These include things that people expect to be done or refrain from doing – taboos. Companies need to respect the customs of their target audience if they want to gain acceptance among them. It is necessary that the companyâ€™s products and marketing do not offend the customs of the land.
Values- These are perceptions as to what is right and what is wrong. Different cultures and different people have different values. Something which is considered normal in one culture might be considered improper or offensive in another culture. Similarly, certain values are more appealing in certain cultures, whereas the same may not be that much appealing in others. Companies need to take into account the values of the society in which it operates.
Religion – Religion and religious beliefs are other factors that must be kept into consideration at the time of marketing the products of the company. Companies need to understand the things that offend the religious beliefs of the society and should refrain from such things. Further, different festivals are celebrated by people of different religions; companies can use such periods for promoting their products.
Importance of Sociocultural Forces
In order to be successful, companies need to gain acceptance, trust, and respect from the people and the society in which it operates. Sociocultural forces like religion, language, customs, etc., are important forces, and they sort of define the people to whom the company intends to sell its products.
It is necessary that the company understand different socio-cultural forces that are at play and devise its marketing plan and place its products accordingly. If the company is able to adapt itself to such forces and gain acceptance from the public at large, this will go a long way in ensuring the longevity and success of the company. Conversely, if the company fails to understand such socio-cultural forces that are at play, it would adversely affect the functioning as well as the performance of the company. In a nutshell, sociocultural forces are an important part of the environment in which the company operates, and the company needs to align itself with such sociocultural forces.
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