2. Social factors: A consumer’s behavior also is influenced by social factors, such as the consumer’s small groups, family and social roles and status.
Groups: A Group may be defined as two or more people who interact to accomplish either individual or mutual goals.
A person’s behavior is influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups.
“People whose attitudes, behavior, beliefs, opinions, preferences, and values are used by an individual as the basis for his or her judgment is known as reference group.
A social group that a person takes as a standard in forming attitudes and behavior is known as reference group.
Reference group serves as direct (face to face) or indirect points of comparison or reference in forming a person’s attitude or behavior.
Opinion leader: Opinion leader—people within a reference group who because of special skills, knowledge, personality or other characteristics, exerts social influence on others.
Family: The family is the most important consumer buying organization in society, and it has been researched extensively. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different product and services.
Roles and status: The person’s position in each group can be defined in terms of both role and status. A role consists of the activities people are expected to perform according to the persons around them. Each role carries a status reflecting the general esteem given to it by society.