What Are The Social And Cultural Factors That Have An Effect On The Buying Behaviour Of The Consumers?


5 Answers

Mehreen Misbah Profile
Mehreen Misbah answered
The social and cultural factors that influence the buying behavior of consumers are inclusive of culture, social class, reference group, family, demographics and geography. Culture is an amalgam of tangible factors and intangible traditions that enunciate the lifestyle of a particular group of people. As for social class, it defines the income group the individual belongs too and that, in turn, is heavily dependent on the income earned, which is a great factor in determining buying behavior. The third factor is the reference group. As is obvious from the name it is the group from whom the consumer seeks reference. It could range from people like one's parents, members of the family whom the individual feels close to, close friends, celebrities who endorse the brand etc. People whom we trust, their opinion means a great deal to us and affects many decisions of ours including buying behavior. Regarding family, this determinant is totally different from the erstwhile one as this one focuses on the norms and preferences of the family in which the individual lives and is brought up. Moreover this determinant is on a collective and unconscious basis as the individual's buying decision is taking effect from the ambience of his family and the unconscious way he has grasped the values that have been given to him by his family. Coming to demographics, these are small and specific details about the individual such as age, gender, education, income, occupation etc. Also the geographical location in which the consumer resides also determines the buying behavior depending on sub-factors like climatic conditions, availability of resources, surroundings etc.
Maria Profile
Maria answered
At  festivals and holidays there is this tradition of buying.Somehow culture defines celebration-spending money!.

How so?

Well come Christmas and there is a spending spree for buying gifts for everyone.On thanksgiving you are shopping for food and on new year you buy confetti and diaries and calenders.Valentine's day and immediately images of chocolate and all things red pop into your mind.Birthday party or anniversary more shopping.Weddings are the ultimate shopping spree.There has to be an exchange of gold bands/diamond rings,the actual event,dresses etc etc

I honestly can't think of any event which does not entail some sort of shopping in order to enjoy the spirit of the festival.
Anonymous Profile
Anonymous answered
Culture refers to the set of values, ideas & attitudes that are accepted by a homogeneous group of people and transmitted to the next generation. Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat reside and travel.
Anonymous Profile
Anonymous answered
Culture, or Consumer Culture, encourages endless consumption by creating a connection between ones self-esteem and the amount of "things" one owns. The respect we get from our friends or the envy we create in others towards us is directly related to objects in our possession, the type of phone we have, our laptops, the best outfits, the prettiest nails, the coolest shoes, the best video games. We can never be satisfied with what we currently have because someone else has something we want or new products and trends are constantly being developed and aggressively marketed to us through various media. This desire to have the best "stuff" leads to endless consumption, buying, and shopping only to have the stuff we buy become obsolete or "old" leading to the need for more shopping; and on and on it goes. This endless desire for "things" is learned through advertising, through the various media such as digital media and television, and from the friends or people we hang out with. It is a basic part of western culture, and is quickly spreading throughout the world.

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