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Cultural and personal factors play a vital role in shaping a buyer’s behaviour, especially in the context of personal selling and salesmanship. Culture refers to the shared values, traditions, beliefs, and customs of a society that influence the way people think and act. A salesperson must understand cultural differences, as buying behaviour is often guided by what is socially acceptable or desirable within a group. For example, in ___ _____ _______ __________ __________ _____ ________ ________ _______ __________ ____ _________.
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