Social Factors affecting Consumer

   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:
  • Reference Groups
  • Status in the Society
  • Role in
ompare themselves with.

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.


Role in the Society
Each individual plays a dual role in the society depending on the group he belongs to.

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