Tommy Baker is an account representative from the United States for an automotive parts supplier and is meeting with a client team in Japan. This is Tommy's first trip to Japan, and unfortunately, he wasn't able to review any information about "doing business in Japan" before he left the States. His first meeting with representatives from the prospective client's firm is a dinner, and he is immediately surprised at the formality of the event. All of his counterparts are dressed very formally, and no one is addressing him by his first name but is referring to him as Mr. Baker. In addition, the members of the client team seem to be waiting on their supervisor to make the first move, and Tommy is beginning to realize that age and seniority are very important to the team members. Tommy is
growing a little concerned that he may not be successful in business since he feels like a fish out of water. Which environmental force has the sales representative encountered?
A. Sociocultural
B. Economic
C. Technological
D. Competitive

Social culture represents lifestyles, values, and customs that define a society. Its aspects include education, language, religion, values, aesthetics, and attitudes.

Sociocultural factors dictate the roles and status of individual, groups, and families in society. The sales representative is not familiar with the Japanese way of doing business. He has encountered Japanese sociocultural practices that are making him feel uneasy.