Understanding Consumer Behavior

Social Factors Affecting the Consumer Behavior
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Understanding consumer behavior has been one of the primary areas of research in the business and marketing fields. Many factors are considered to have an impact on this subject. One of these is the social factors that affect the decision-making of the consumers in the selection, purchase, adoption and disposal of the products. Hence, these have a significant impact on the viewpoint of the consumer (Lautiainen, 2015).
The following are the specific social factors the influence consumer behavior: 1) Reference groups. This can be further classified into primary groups, which have a direct influence on the customer, and secondary groups, which have an indirect influence on the consumer. The members of each group compared to the particular individual. Primary groups include family members and relatives, friends, neighbors, and colleagues. This group influences the consumer by endorsing how effective or convenient is the product for them and by having complete knowledge about the product. These will be directly relayed to the consumer because the primary group has close contact with him.; 2) Role in society. Decisions are different based on how one functions in society. For instance,...