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These factors play an important role in the life of the consumer most of which is done unconsciously. All of this happens before the consumer actually have a need and do their search and evaluation there are certain factors that influence this process which I have explained below according to the category they fall under.
2.1 Cultural Influences:
Culture and values
The set of values norms, attitudes and other meaningful symbols that shape human behaviour and the artifacts, or products of that behaviour as they are transmitted from generation to generation to the next.
Subculture
A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group...
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