| 2. Social factors
Man is a social animal. Hence, our behaviour patterns, likes
and dislikes are influenced by the people around us to a
great extent. We always seek confirmation from the people
around us and seldom do things that are not socially
acceptable. The social factors influencing consumer
behaviour are a) Family, b) Reference Groups, c) Roles and
status.
a) Family
There are two types of families in the buyer’s life viz.
nuclear family and Joint family. Nuclear family is that
where the family size is small and individuals have higher
liberty to take decisions whereas in joint families, the family
size is large and group decision-making gets more
preference than individual. Family members can strongly
influence the buyer behaviour, particularly in the Indian
contest. The tastes, likes, dislikes, life styles etc. of the
members are rooted in the family buying behaviour.
The family influence on the buying behaviour of a member
may be found in two ways
i)
The family influence on the individual personality,
characteristics, attitudes and evaluation criteria and
ii)
The influence on the decision-making process involved
in the purchase of goods and services. In India, the head
of the family may alone or jointly with his wife decides
the purchase. So marketers should study the role and
the relative influence of the husband, wife and children
in the purchase of goods and services.
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