myz-vgb.ru A Business Encyclopedia

Social Factors Influencing Consumer Behavior

Definition: The Social Factors are the factors that are prevalent in the society where a consumer live in.  The society is composed of several individuals that have different preferences and behaviors. These varied behaviors influence the personal preferences of the other set of individuals as they tend to perform those activities which are acceptable to the society.

The following are the important social factors that influence the behavior of an individual in one or the other way:

Social Factors Influencing Consumer Behavior

  1. Family: The family members play a crucial role in designing one’s preferences and behavior. It offers an environment wherein the individual evolves, develop personality and acquire values. A child develops his buying behavior and preferences by watching his parents and tend to buy the same products or services even when he grows old. The family can influence the buying behavior of an individual in either of the two ways:
  • Influences the personality, attitude, beliefs, characteristics of the individual.
  • Influences the decision making of an individual with respect to the purchase of certain goods and services.

    It is believed that an individual passes through two families: Family of Orientation and Family of Procreation. In the former type, it is the family wherein an individual has taken the birth, and the parents have a strong influence on his behavior. While in the family of procreation, it is the family created by an individual with his spouse and children and as such the preferences tend to change with the influence of the spouse.

  1. Reference Group: A reference group is a group with which an individual likes to get associated, i.e. want to be called as a member of that group. It is observed, that all the members of the reference group share common buying behavior and have a strong influence over each other.

    The marketers should try to identify the roles within the reference group that influences the behavior of others. Such as Initiator (who initiates the buying decision), Influencer (whose opinion influences the buying decision), Decision-Maker (who has the authority to take the purchase decision) and Buyer (who ultimately buys the product).

  2. Roles and Status: An individual’s position and role in the society also influences his buying behavior. Such as, a person holding a supreme position in the organization is expected to purchase those items that advocate his status. The marketers should try to understand the individual’s position and the role very much before the endorsement of the products.

Thus, The social factors play a crucial role in building the behavior of an individual, and the marketers should understand it properly before designing their marketing campaigns.

2 Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Shares

Related pages


meaning of revenue deficitcobb meaningdefinition of delegated powersoutlay cost definitionwhat is the meaning of ethnocentrismdeterminant definition economicstransactional analysis in organisational behaviourloan balloon paymentvertical job enlargementmouton definitionwhat is trait theory of personalityduality in linear programmingturnaround meaningdefine credit rationingwhat is debtors turnovercharacteristic of a perfectly competitive marketdiminishing marginal utility explains whyphysiological barrier to communicationwhat is a cyclical unemploymentmodel black scholesporter's five forcemarketing mix product life cyclemonetarist theory of inflationwho is an autocratic leaderindifference curves economicstheory of egoisminnovate meaning in hindiadministrative management theory max weberfactors that affect consumer buying behaviormanaging channel conflictsystematic sampling in statisticschit fund company meaningwhat is an intrapreneurwhat is the meaning of revitalizecpm definitionmeaning of divestingcarrot and stick meaningchallenger marketing strategystaffing approaches international businessdefinition of ivan pavlovdemand measurement and forecasting in marketinghezberg theorydifference between demat account and trading accountmeaning of equity financemanagerial grid by blake and moutonmanagement according to henri fayolemployee remuneration in hrmdefine intermediaries in marketingivan pavlov definitiondual of a dual is primalhendry fayoldefinition of speculationscobb douglas isoquantlessor definequants definitionwhat is forward market hedgebarometric forecastingsegmentation variables for consumer marketsnon convertible debentures meaningexplain the law of diminishing marginal returnscollective bargaining process pptdefine delphilinear programming simplex algorithmwhat is the definition of autocracysample proportion definitionscenario analysis npvwhen is stratified sampling usedwhat is the meaning of moratorium periodblake mouton gridforced distribution appraisal methodhenri fayol 14 principleswhat does golden parachute meanirrespective meaning in urdulaw of increasing marginal utility