Social and cultural context in which the company operates major factors that BA should consider in achieving more acceptance of the company’s products to the locals. Acceptance of a company’s product amongst the natives and the society leads to loyalty of the customers who comfortably associate with the company.

Cultural and social factors affect the customers’ requirements and the ultimate size of the target customers. The company ought to recognize the characteristic of various customers and their needs since some customers may only use the flights for leisure while others use air travel for reasons such as business.

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