This lecture is about the cultural environment in PEST analysis. It has the biggest impact on consumer decision making and is the hardest to quantify (measure) so it is included as a separate lecture. The lecture deals with the culture in marketing, categories of cultural environment and Hofstede cultural dimensions.
International Marketing
Lecture 3 - Cultural environment in PEST analysis
Cultural environment in PEST analysis
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https://is.slu.cz/el/opf/leto2023/PEMNAMAM/um/IntMar3_Culture.pptx
What are the biggest religions in the world?
What is their impact on consumer behavior?
How is your country specific according to the cultural categories?
What are the values for Hofstede's five universal cultural dimensions for your country?
Task
Finish your seminar paper with the cultural dimensions with teacher supervision (meaning I will be constantly checking on you working in class and will be available in Teams to guide you through the process).
30 minutes for task, 10 minutes for evaluation.