Consumer Buying Behaviour - Social Factors
Social Factors:
In addition to the internal/Personal factors the consumer behaviour is influenced by social factor reference groups, families, social class.
Reference Groups:
It consists of those groups which have a direct or indirect influences on the persons, attitudes & behaviour. Groups having a direct influence on a person are called membership groups, which companies of families, friends, neighbours, colleagues, etc…, with whom the person interact in a continues informal way. People who belong the secondary groups have an indirect influence on the individual and few companies of religious professional or union groups with which the individual has a formal & discrete interaction.
Family:
A family is most important influencer in the purchase behaviour of any individual. It is the family, which to large extent shake the individual believes & behaviour. The environment of a family plays a wider role in the individual’s perceptions & attitude building.
Social Class:
A person participates in various social groups like those of clubs, Organisation etc… The role & status of an individual in the social group influence the buying behaviour. Consumer often chooses products that communicate their role/status/class in the society.
Source: Books & Notes
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By: Management Duniya
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