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Consumer behaviour can be broadly classified as the decisions and actions that influence the purchasing behavior of a consumer.
Social factors play an essential role influencing the buying decisions of consumers and these can be classified under:
1.Reference Groups
a)Primary Group- consists of individuals one interacts with on a regular basis.
Primary groups include:
Secondary Groups- Secondary groups share an indirect relationship with the consumer. These groups are more formal and individuals do not interact with them on a regular basis. e.g. religious associations, political parties.
2. Role in the society
An individual working as a Head Chef at a reputed restaurant is also someone's husband and father at home and so his buying decisions will be influenced by these roles.
3. Social Status
An individual from an upper middle class would spend on luxurious items whereas an individual from middle to lower income group would buy items required for his/her survival.
Quality and not quantity / Customer Service promptness / After Sales Service gestures / Maintain Trademark / Advertise through various channels
1- Role in the Society
2- Reference Groups
include:
* Friends
* Family Members
* Relatives
* Co Workers
3- Social Status
Consumer Behaviour is an effort to study and understand the buying tendencies of consumers for their end use.
Social factors play an essential role in influencing the buying decisions of consumers.
Human beings are social animals. We need people around to talk to and discuss various issues to reach to better solutions and ideas. We all live in a society and it is really important for individuals to adhere to the laws and regulations of society.
Social Factors influencing consumer buying decision can be classified as under:
