As a market generally consists of people, changes in the demographics of the population are critical to most marketers. The population is where the customers are and marketers are very interested in the size and growth rate of population in towns, cities, regions and nations. They are also interested in age distribution and ethnic mix, educational levels, household patterns and the way in which these are changing and different in different places.

The sociaty and culture in which people grow up and are educated shape their views, attitudes and values. These can have a significant impact on consumer tastes, needs, wants and buyer behaviour and they are of significance to the marketer.

Some of the ways in which the socio-cutural environment has influenced customer attitudes and behaviour can be represented as follow: People have high expectation of customer service. They want products available where and when they want them not where when and how the company wants to provide them. They are well educated and knowledgeable about products and substitutes. There is a great deal of consumer information and advice to help buying decisions. Fashions and trends are important and constantly changing. Values, opinions and beliefs change and very influential on buying behaviour. We constantly want more and more of a variety of different things. We seek out the best provider not simply the one we have always bought from.

Political and legal forces are closely interrelated aspects of the marketing environment since governments