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Consumer Behavior: Social Influences On Consumers Buying Decisions

Social influences, including reference groups, family, and culture, impact consumer buying decisions. Reference groups consist of primary groups like friends and family that consumers regularly interact with, and secondary groups like religious or political affiliations that they do not interact with directly. Opinion leaders are people whose knowledge and guidance consumers respect when making purchases. An individual's role and social status in society also shape their buying tendencies.

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Kainat Marriam
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26 views

Consumer Behavior: Social Influences On Consumers Buying Decisions

Social influences, including reference groups, family, and culture, impact consumer buying decisions. Reference groups consist of primary groups like friends and family that consumers regularly interact with, and secondary groups like religious or political affiliations that they do not interact with directly. Opinion leaders are people whose knowledge and guidance consumers respect when making purchases. An individual's role and social status in society also shape their buying tendencies.

Uploaded by

Kainat Marriam
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Consumer Behavior

SOCIAL INFLUENCES ON CONSUMERS


BUYING DECISIONS
Social Factors influencing consumer
buying decision:

 Reference Groups
 Immediate Family Members
 Relatives
 Role in the Society
 Status in the society
Reference Groups:

 Every individual has some people around who


influence him/her in any way. Reference groups
comprise of people that individuals compare
themselves with.
 Reference groups are generally of two types:

 Primary Group
 Secondary Groups
Reference Groups:

 Primary Group - consists of individuals one


interacts with on a regular basis.
 Primary groups include:
 Friends
 Family Members
 Relatives
 Co Workers
Reference Groups (cont.):

 Secondary Groups - Secondary groups share


indirect relationship with the consumer. Individuals
do not interact with them on a regular basis.

 Religious Associations.
 Political Parties
 Clubs etc.
Opinion Leaders

 Opinion leaders are people consumers look to for


guidance in making purchase decisions, usually
someone with more knowledge of the subject.
Culture

 Culture can have a profound effect on consumer


behavior and impact how a product is marketed. In
this sense, culture is defined as the distinct way
peoples’ experiences, customs and beliefs define how
they behave.
Role in the Society:

 Each individual plays a dual role in the


society depending on the group he belongs to.
An individual working as Chief Executive Officer
with a reputed firm is also someone’s husband and
father at home. The buying tendency of individuals
depends on the role he plays in the society.
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.

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