Many elements of external influence can affect consumer decision-making. For SQD Athletica, there are three important elements of external influence. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay On the one hand, culture is one of the most important elements. According to Babin and Harris (2018), consumer culture represents a universal social belief that defines what society satisfies in a particular society. As we know, there are five types of cultural value dimensions: individualism, masculinity, power distance, uncertainty avoidance and long-term orientation, all core societal values ​​can influence the cultural difference. At first, “individualism” refers to a loosely integrated social organization structure in which each individual values ​​his or her own values ​​and needs and relies on individual efforts to seek benefits for themselves. Australian society is much more individualistic and people in this individualistic society prefer to buy radically, such as changing frequently. SQD Athletica focuses on the production of men's fitness and lifestyle clothing in Australia. Fitness and lifestyle clothing are consumer products for men in Australia, as sport has a very important place in Australian culture. Next is masculinity, which means the difference between gender roles in a group that values ​​self-confidence and control; and it is the opposite of femininity. People of masculinity pay more attention to achievement, power and success. People whose femininity focuses on quality of life and personal taste. The deciding factor is whether society prioritizes masculinity or femininity. SQD Athletica focuses on both masculinity and femininity. The goal of SQD Athletica is “a brotherhood focused on finding balance, refining style and inspiring men to be fit for life.” SQD Athletica has a “SQD life” part on its website, in this part you always put articles by individual, they share their sports experience, showing the reader how sport has improved their quality of life, and SQD Athletica responds to all your sports or training desires. The third is power distance, the power distance between the power and rights distributed among different groups in society and the areas in which people accept these realities of life in society. Low power distance means people have less respect for power, high power distance means people have greater respect for power. Australia is a low power distance country, SQD Athletica focuses on all Australian adult men. The next one is uncertainty avoidance, it is a way for uncertain, vague and uncertain future situation, people will feel a threat and always try to prevent it. People always change their mind when buying something as the price, style, quality, etc. change. change. SQD Athletica frequently updates its product to meet changing customer requirements. The last one is long-term orientation, this means that a very long-term positioning means that consumers value frugality, pragmatism and perseverance, and maintain long-term relationships. SQD Athletica provides high quality services to its customers and uses social media.