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Cultural Factors Affect Marketing

How is Culture a Factor in Marketing?

Written by Jason Gordon

Updated at September 28th, 2021

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Table of Contents

How Does Culture Affect Marketing? 

How Does Culture Affect Marketing? 

There a numerous culture-related factors that can affect a business and its marketing strategy. Some of the major factors include:

  • Language - This is particularly impactful on promotion (advertising and labeling) and sales. Language affects how people communicate (deliver and interpret messages). 
  • Individual Values - Culture has a major impact on the values that people hold. This can affect product design, placement, advertising efforts, etc. 
  • Customs - Unique cultures have unique customs or ways of going about doing things. A marketing strategy must take these customs into consideration when determining what products to introduce, how to introduce them, and how to promote them. 
  • Diversion (Food, Arts, Entertainment) - The methods by which individual divert or entertain themselves is a strong element of culture. In fact, marketing strategies often seen to promote products based upon these needs or wants. These distinctions affect the development of a marketing strategy. 


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  • How Many Segments to Target?
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  • Using Data for Market Segmentation
  • Buying Power Index
  • What is Customer Relationship Management?
  • What is Behavioral Targeting?
  • What is Positioning?
  • What is a Positioning Statement?
  • What is a Perceptual Map?
  • Cultural Factors Affecting Marketing
  • International Marketing is Challenging
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