Social factors of consumer behaviour. Cultural and Social Factors in Consumer Behaviour 2022-11-09
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Consumer behavior is influenced by a variety of factors, including social factors. Social factors refer to the influence of society on an individual's thoughts, feelings, and behaviors. These factors can include the individual's family, peers, and reference groups, as well as cultural and societal norms and values. In this essay, we will explore how social factors impact consumer behavior and how marketers can use this understanding to better target their marketing efforts.
One of the most significant social factors influencing consumer behavior is the family. The family is often the primary source of socialization for an individual, and it plays a major role in shaping an individual's values, beliefs, and behaviors. For example, if an individual grows up in a family that values sustainability and environmentally-friendly products, they are more likely to seek out and purchase these types of products as an adult. On the other hand, if an individual grows up in a family that values luxury and status, they may be more inclined to purchase high-end, prestige products.
Peers and reference groups also play a significant role in shaping consumer behavior. Peers are individuals who are of similar age, status, and social circle, and they often exert a strong influence on an individual's thoughts, feelings, and behaviors. Reference groups, on the other hand, are groups to which an individual compares themselves, either directly or indirectly. These can include groups such as professional organizations, religious groups, or social media communities. For example, if an individual's peers are all interested in sustainable fashion, they may be more likely to purchase eco-friendly clothing in order to fit in with their group. Similarly, if an individual aspires to be a member of a certain professional organization, they may purchase products that align with the values and image of that group.
Cultural and societal norms and values also play a role in shaping consumer behavior. Culture refers to the shared values, beliefs, customs, behaviors, and artifacts that characterize a group or society. Societal norms are the unwritten rules that govern the behavior of individuals within a society. For example, in some cultures, gift-giving is a significant part of social and business interactions, while in others it may not be as important. In addition, certain products may be associated with certain societal norms or values. For example, in some societies, luxury brands are seen as a status symbol, while in others they may not hold the same prestige.
Marketers can use an understanding of social factors to better target their marketing efforts. By understanding the values, beliefs, and behaviors of their target audience, marketers can create marketing campaigns and messaging that resonates with their audience. For example, if a company is targeting eco-conscious consumers, they may focus their marketing efforts on highlighting the sustainability and environmental benefits of their products. On the other hand, if a company is targeting individuals who value luxury and status, they may focus on showcasing the prestige and exclusivity of their products.
In conclusion, social factors play a significant role in shaping consumer behavior. Understanding the influence of the family, peers, reference groups, cultural norms, and societal values can help marketers better target their marketing efforts and create campaigns that resonates with their target audience.
5 Major Factors Affecting Consumer Behavior
They may buy cars and items for their first residence away from home. These factors affect our ability to make healthy choices, afford medical care and housing, manage stress, and more. As a topic area, social influence is incredibly broad, covering everything from mere presence effects and mimicry to more direct forms of social persuasion often seen in consumption contexts such as retail sales. The research studies classify family consumption decisions as husband-dominated, wife-dominated, joint, or autonomic decisions. Entrepreneurs work under the constraints of their environment — the political economy. This theory can help explain why people may be resistant to change even when it would be beneficial for them.
For example, a senior corporate professional would tend to buy formal clothing whereas a creative designer would tend to spend on casual wear. Rather, interpersonal rejection exacerbates financial risk taking by heightening the instrumentality of money as a substitute for popularity to obtain benefits in life. For example, if the product is visible such as dress or car, then the influence of reference groups will be high. That is, they will choose the option that provides them with the most satisfaction. Lifestyle Lifestyle is an attitude, and a way in which an individual stay in the society.
Human beings are social animals. The classification of socioeconomic groups is known as Socio-Economic Classification SEC. In another occasion, when instant coffee was introduced into the market there was tremendous resistance from consumers. Social factors are the effects of people on one another, so how do we define them? They have complete knowledge about the features and specifications of the product. Culture and social factors can play a major role in the popularity of a product.
Social Factors Influencing Consumer Behaviour (Philip Kotler Summary)
On the contrary, consumers' buying decisions become limited when a country's economy is struggling. That means removing steps from the funnel. The extended family is the nuclear family, plus other relatives, such as grandparents, uncles and aunts, cousins, and parents-in-law. Every person has different needs. Therefore, needs are to be ranked in terms of priority.
What are the Factors Affecting Consumer Behaviour?
His advertising should exalt the role of housekeeping, not in self-conscious, stodgy, ways, but by implying that housekeeping is an important job and one that the housewife should be proud of. The perfect rating would be suspicious. Whereas low-income or middle-income group consumers spend most of their income on basic needs such as groceries and clothes. They might just share casual information about a certain product that they have used, they might even aggressively advice o0pinion seekers whether to buy it or not. Although the diversity of the Indian melting pot may be unique, there are many important ethnic groups in other areas of the world.
Consumers make decisions based on what they perceive. Products that are perceived positively have a much better chance of being purchased than products with negative images. Do they shop every day or only occasionally? 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. Human beings try to imitate other humans and nurture a desire to be socially accepted. This means that when we commit to something, we are more motivated to do it.
Factors Influencing Your Customers’ Purchasing Behavior
Conspicuousness of the Product: The potential influence of a reference group varies according to how visually or verbally conspicuous a product is to others. Another important consideration is that a person who uses the product may not be the same person who actually buys it. In this process, the consumer deliberates within himself before he finally makes a purchase move. The consumer is the decision maker here in the economic system. If this balance is lost, either due to excess of the id or excess of the superego, people become mental patients, according to the Freudian concept.
Understanding Consumer Behaviour: The Four Factors
It is a learned behavior. First, household members can play different roles in the decision process gatekeeper, influencer, decider, buyer, and user. Products generally have personalities which help shape consumer preferences and loyalties. Stephen Online social networks are used by hundreds of millions of people every day, but little is known about their effect on behavior. So care must be taken to understand the mentality of the targeted customer.
They do this by designing unique campaigns. The concept of family life cycle FLC gives valuable insights into buying behaviour of a family. In addition to cultural and social factors, personal factors also influence consumer behaviour. It includes all the efforts to describe and explain one or more acts of choice either at a given time or over a period of time. On Selling Soaps and Detergents: Many housewives feel that they are engaged in unrewarded and unappreciated drudgery when they clean.
The bridge between the states that frees customers of their pains. What are the factors that influence behavior? Katherine White Jennifer J. Occupation Occupation of a consumer influences the buying behaviour. A married individual would show strong inclination towards buying products which would benefit not only him but also his family members as compared to a bachelor. There are influences associated with the buyer here Betty Smith , the product, the seller, and the situation: 1.