Cultural factors stem from various elements related to the culture or the cultural environment to which the consumer belongs.
- Culture: The set of basic values, perceptions, and behaviors learned by an individual from their family and other key institutions. It shapes desires and affects behavior.
- Subculture: Each culture can be divided into subcultures based on religion, racial groups, or geographic regions. Subcultures can have a significant influence on consumer behavior as they may have specific preferences in terms of products or brands.
- Social Class: This is the division of society into classes based on socio-economic factors. Different classes have different preferences in cars, clothes, and homes, among other products.
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