3.6: Factors Affecting Consumer Decision Process - Social
Individuals are inherently social beings influenced by their interactions with others and the broader societal context. Several social factors significantly impact consumers' purchasing decisions.
- • Reference Groups:
- ⚬ Direct and Indirect Influence: Reference groups, comprising family, friends, colleagues, and online communities, exert direct or indirect influence on consumer decisions.
- ⚬ Aspirational Groups: Consumers may align their preferences with the perceived choices of aspirational reference groups, aiming for social acceptance or status.
- • Family Dynamics:
- ⚬ Roles and Relationships: Family roles and relationships significantly impact consumer decisions. The preferences of parents, spouses, or children can influence product choices.
- ⚬ Decision-Making Unit: Understanding who plays a key role in the decision-making process within a family is essential for marketers.
- • Roles:
- ⚬ Gender Roles: Societal expectations regarding gender roles influence product preferences. Marketers should consider how products align with traditional or evolving gender roles.
- ⚬ Age Roles: Different age groups may have specific roles and responsibilities, affecting their preferences and needs.
- • Status:
- ⚬ Social Status: Consumers may choose products or brands that reflect or enhance their social status.
- ⚬ Symbolic Consumption: Purchases are often influenced by the desire to signal a certain social status to others.
Understanding and catering to these aspects enables marketers to create targeted and effective marketing strategies.
