What are the Social Factors influencing Consumer Behavior?


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Social Factors influencing Consumer Behavior

Reference group:-

     Reference groups are the social, economic or the professional groups that have a direct and indirect influence on the person’s attitudes or behaviours.

Family: – Family constitutes the most influential group on once attitudes personal values and buying habits.  The members of the family play different role such as influential, decider, purchaser and user on the buying process.

Role and status: – Role and status factors, which also influence decision-making. Roles are the activities of the person in a group. A woman plays the role of wife, mother, and sister in a family. She plays the role of an employee in an organization. She may also play the role of a secretary of an association. Each role carries a status. People will choose products that will communicate their status to the society.

 


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