a customer’s buying behaviour is also influenced by social factors

8/3/2019 A customers buying behaviour is also influenced by social factors

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01/17/2012

A customers buying behaviour is also influenced by social factors,

such as the groups to which the customer belongs and social status.

In a group, several individuals may interact to influence the

purchase decision. The typical roles in such a group decision can be

summarised as follows:

Initiator

The person who first suggests or thinks of the idea of buying a

particular product or service

Influencer

A person whose view or advice influences the buying decision

DeciderThe individual with the power and/or financial authority to make the

ultimate choice regarding which product to buy

Buyer

The person who concludes the transaction

User


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The person (or persons) who actually uses the product or service

The family unit is usually considered to be the most important buying

organisation in society. It has been researched extensively. Marketers are

particularly interested in the roles and relative influence of the husband,

wife and children on the purchase of a large variety of products and

services.

There is evidence that the traditional husband-wife buying roles are

changing. Almost everywhere in the world, the wife is traditionally the

main buyer for the family, especially in the areas of food, household

products and clothing. However, with increasing numbers of women in

full-time work and many men becoming home workers (or telecommuting) the traditional roles are reversing.

The challenge for a marketer is to understand how this might affect

demand for products and services and how the promotional mix needs to

be changed to attract male rather than female buyers.


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11/41

A customers buying behaviour is also influenced by social factors,

such as the groups to which the customer belongs and social status.

In a group, several individuals may interact to influence the

purchase decision. The typical roles in such a group decision can be

summarised as follows:

Initiator

The person who first suggests or thinks of the idea of buying a

particular product or serviceInfluencer

A person whose view or advice influences the buying decision

Decider

The individual with the power and/or financial authority to make the

ultimate choice regarding which product to buy

Buyer

The person who concludes the transaction

User
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12/41

The person (or persons) who actually uses the product or service

The family unit is usually considered to be the most important buying

organisation in society. It has been researched extensively. Marketers are

particularly interested in the roles and relative influence of the husband,

wife and children on the purchase of a large variety of products and

services.

There is evidence that the traditional husband-wife buying roles are

changing. Almost everywhere in the world, the wife is traditionally the

main buyer for the family, especially in the areas of food, household

products and clothing. However, with increasing numbers of women in

full-time work and many men becoming home workers (or telecommuting) the traditional roles are reversing.

The challenge for a marketer is to understand how this might affect

demand for products and services and how the promotional mix needs to

be changed to attract male rather than female buyers.


13/41

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Mahmoud

Sac

DANDAN

Jitendra

Matthew
http://www.facebook.com/people/Muhamed-Akram-Satham/100001768582647http://www.facebook.com/people/Mahmoud-Attalla/726491194http://www.facebook.com/people/Sac-Ran/100002740973062http://www.facebook.com/Stremionhttp://www.facebook.com/people/Jitendra-Sharma/100000627162979http://www.facebook.com/people/Muhamed-Akram-Satham/100001768582647http://www.facebook.com/people/Mahmoud-Attalla/726491194http://www.facebook.com/people/Sac-Ran/100002740973062http://www.facebook.com/Stremionhttp://www.facebook.com/people/Jitendra-Sharma/100000627162979


25/41

Owen

Zatie

Kujtim

Innocent-jerry

Laura

Swapnali
http://www.facebook.com/clarkeodhttp://www.facebook.com/people/Sokoli-Kujtim/100000637459974http://www.facebook.com/itnyikwaghhttp://www.facebook.com/people/Swapnali-Sawant/100002253928847http://www.facebook.com/people/Swapnali-Sawant/100002253928847http://www.facebook.com/clarkeodhttp://www.facebook.com/people/Sokoli-Kujtim/100000637459974http://www.facebook.com/itnyikwaghhttp://www.facebook.com/people/Swapnali-Sawant/100002253928847


26/41

Annabel

Soulful Material

Charlie

Zulaikha

Harriet

Joo
http://www.facebook.com/people/Annabel-Lloyd-Jones/1033400710http://www.facebook.com/people/Annabel-Lloyd-Jones/1033400710http://www.facebook.com/soulfulmaterialhttp://www.facebook.com/soulfulmaterialhttp://www.facebook.com/chazzabfchttp://www.facebook.com/zulaikha.tghttp://www.facebook.com/harrietewhttp://www.facebook.com/people/Jo%C3%A3o-Carvalho/100000329098025http://www.facebook.com/people/Annabel-Lloyd-Jones/1033400710http://www.facebook.com/soulfulmaterialhttp://www.facebook.com/chazzabfchttp://www.facebook.com/zulaikha.tghttp://www.facebook.com/harrietewhttp://www.facebook.com/people/Jo%C3%A3o-Carvalho/100000329098025


27/41

Irene

Rafa

Carol

Navendu

Jazz

Sanjay
http://www.facebook.com/people/Irene-U-Okpara-Akaluogbo/1026451608http://www.facebook.com/people/Carol-Parker/100002551530105http://www.facebook.com/people/Carol-Parker/100002551530105http://www.facebook.com/people/Navendu-Nidhan/100001471224357http://www.facebook.com/people/Jazz-Oh-%E5%B0%91/100000861245811http://www.facebook.com/people/Sanjay-Saini/100000629874045http://www.facebook.com/people/Irene-U-Okpara-Akaluogbo/1026451608http://www.facebook.com/people/Carol-Parker/100002551530105http://www.facebook.com/people/Navendu-Nidhan/100001471224357http://www.facebook.com/people/Jazz-Oh-%E5%B0%91/100000861245811http://www.facebook.com/people/Sanjay-Saini/100000629874045


28/41


29/41

Mark

Wong

Mohammad

Dalemo

Khyati
http://www.facebook.com/people/JY-Wong/100000136309763http://www.facebook.com/people/Mohammad-Amir/100003116041884http://www.facebook.com/people/Dalemo-Olawale-Toheeb/100000713953435http://www.facebook.com/likadjhttp://www.facebook.com/kimishaahttp://www.facebook.com/kimishaahttp://www.facebook.com/people/JY-Wong/100000136309763http://www.facebook.com/people/Mohammad-Amir/100003116041884http://www.facebook.com/people/Dalemo-Olawale-Toheeb/100000713953435http://www.facebook.com/likadjhttp://www.facebook.com/kimishaa


30/41

Sheri-Lyn

Hassan

Sagar

Eunie

Sissy

Amirah
http://www.facebook.com/scrump.tschttp://www.facebook.com/people/Hassan-Rabbani/1573428446http://www.facebook.com/people/Sagar-Marathe/100003034509845http://www.facebook.com/people/Sissy-Whittington/100000025556319http://www.facebook.com/iemanirwan87http://www.facebook.com/scrump.tschttp://www.facebook.com/people/Hassan-Rabbani/1573428446http://www.facebook.com/people/Sagar-Marathe/100003034509845http://www.facebook.com/people/Sissy-Whittington/100000025556319http://www.facebook.com/iemanirwan87


31/41

Ishmael Valentino

Antwi

Morgen

Tobi

sarfoah

Lebotse
http://www.facebook.com/ishmaelvalentinoohttp://www.facebook.com/darkwaantwihttp://www.facebook.com/darkwaantwihttp://www.facebook.com/people/Morgen-Sithole-Chitsamba/100003031162630http://www.facebook.com/14teeshttp://www.facebook.com/14teeshttp://www.facebook.com/sketches23http://www.facebook.com/lebotsespaka.lebotsehttp://www.facebook.com/ishmaelvalentinoohttp://www.facebook.com/darkwaantwihttp://www.facebook.com/people/Morgen-Sithole-Chitsamba/100003031162630http://www.facebook.com/14teeshttp://www.facebook.com/sketches23http://www.facebook.com/lebotsespaka.lebotse


32/41

malah

Charity

Romelyn

Pee

Sravanthi
http://www.facebook.com/abnu1http://www.facebook.com/people/Charity-Mordzifa/100003179038782http://www.facebook.com/romelyn.paduahttp://www.facebook.com/people/Pee-Amanda-Phiri/100002784983265http://www.facebook.com/abnu1http://www.facebook.com/people/Charity-Mordzifa/100003179038782http://www.facebook.com/romelyn.paduahttp://www.facebook.com/people/Pee-Amanda-Phiri/100002784983265


33/41


34/41

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35/41

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advertising on TV Buy

TV Ad spots at
http://www.googleadservices.com/pagead/aclk?sa=L&ai=Be_9KIEsVT9LbNoyKiAfVtIES5omVhQL2m7LtHN6qkN8GoLKjDhADGAMgo975AigFOABQw4OC8f______AWDlwuSDpA6gAYb00PcDsgELdHV0b3IydS5uZXS6AQoxNjB4NjAwX2FzyAEB2gE_aHR0cDovL3R1dG9yMnUubmV0L2J1c2luZXNzL21hcmtldGluZy9idXlpbmdfc29jaWFsX2ZhY3RvcnMuYXNw4AEDgAIBqQJYjaEw2QVVPsACAcgC5p6FHagDAcgDF-gDGegDU-gD_QPoA9IF9QMCAADE9QMAAAAQiAYB&num=3&cid=5Ghqf1OvBoU2M-y07RTgdpIN&sig=AOD64_119ygAtXIyW68i0aANzhTdjnxDLw&client=ca-pub-3798364126388362&adurl=http://www.icicilombard.com/student-medical/gold-plan.cms?http://googleads.g.doubleclick.net/aclk?sa=L&ai=BlzLUIEsVT9LbNoyKiAfVtIESp4i-nAKf1aPFI8CNtwHwkwkQBBgEIKPe-QIoBTgAUPnT4-gFYOXC5IOkDrIBC3R1dG9yMnUubmV0ugEKMTYweDYwMF9hc8gBAdoBP2h0dHA6Ly90dXRvcjJ1Lm5ldC9idXNpbmVzcy9tYXJrZXRpbmcvYnV5aW5nX3NvY2lhbF9mYWN0b3JzLmFzcOABA4ACAakCuUa3nTfHuT6oAwHIAxfoAxnoA1PoA_0D6APSBfUDAgAAxPUDAAAAEA&num=4&sig=AOD64_2EIZDm6JrlzEffeY7Vk0jxURwmNg&client=ca-pub-3798364126388362&adurl=http://www.ccd-hf.co.ukhttp://googleads.g.doubleclick.net/aclk?sa=L&ai=BlzLUIEsVT9LbNoyKiAfVtIESp4i-nAKf1aPFI8CNtwHwkwkQBBgEIKPe-QIoBTgAUPnT4-gFYOXC5IOkDrIBC3R1dG9yMnUubmV0ugEKMTYweDYwMF9hc8gBAdoBP2h0dHA6Ly90dXRvcjJ1Lm5ldC9idXNpbmVzcy9tYXJrZXRpbmcvYnV5aW5nX3NvY2lhbF9mYWN0b3JzLmFzcOABA4ACAakCuUa3nTfHuT6oAwHIAxfoAxnoA1PoA_0D6APSBfUDAgAAxPUDAAAAEA&num=4&sig=AOD64_2EIZDm6JrlzEffeY7Vk0jxURwmNg&client=ca-pub-3798364126388362&adurl=http://www.ccd-hf.co.ukhttp://www.googleadservices.com/pagead/aclk?sa=L&ai=BtkpqIEsVT9LbNoyKiAfVtIES05K2rAObndakRcCNtwGAjooJEAUYBSCj3vkCKAU4AFCfm8EfYOXC5IOkDqABvaH4xQOyAQt0dXRvcjJ1Lm5ldLoBCjE2MHg2MDBfYXPIAQHaAT9odHRwOi8vdHV0b3IydS5uZXQvYnVzaW5lc3MvbWFya2V0aW5nL2J1eWluZ19zb2NpYWxfZmFjdG9ycy5hc3DgAQOpAliNoTDZBVU-yALT-McuqAMByAMX6AMZ6ANT6AP9A-gD0gX1AwIAAMT1AwAAABCIBgE&num=5&cid=5Ghqf1OvBoU2M-y07RTgdpIN&sig=AOD64_3zEE0simUh_GsnNiAV1wXjtrlnZg&client=ca-pub-3798364126388362&adurl=http://www.amagi.com/campaignindia/index.html?media=Googlehttp://www.googleadservices.com/pagead/aclk?sa=L&ai=BtkpqIEsVT9LbNoyKiAfVtIES05K2rAObndakRcCNtwGAjooJEAUYBSCj3vkCKAU4AFCfm8EfYOXC5IOkDqABvaH4xQOyAQt0dXRvcjJ1Lm5ldLoBCjE2MHg2MDBfYXPIAQHaAT9odHRwOi8vdHV0b3IydS5uZXQvYnVzaW5lc3MvbWFya2V0aW5nL2J1eWluZ19zb2NpYWxfZmFjdG9ycy5hc3DgAQOpAliNoTDZBVU-yALT-McuqAMByAMX6AMZ6ANT6AP9A-gD0gX1AwIAAMT1AwAAABCIBgE&num=5&cid=5Ghqf1OvBoU2M-y07RTgdpIN&sig=AOD64_3zEE0simUh_GsnNiAV1wXjtrlnZg&client=ca-pub-3798364126388362&adurl=http://www.amagi.com/campaignindia/index.html?media=Googlehttp://www.googleadservices.com/pagead/aclk?sa=L&ai=Be_9KIEsVT9LbNoyKiAfVtIES5omVhQL2m7LtHN6qkN8GoLKjDhADGAMgo975AigFOABQw4OC8f______AWDlwuSDpA6gAYb00PcDsgELdHV0b3IydS5uZXS6AQoxNjB4NjAwX2FzyAEB2gE_aHR0cDovL3R1dG9yMnUubmV0L2J1c2luZXNzL21hcmtldGluZy9idXlpbmdfc29jaWFsX2ZhY3RvcnMuYXNw4AEDgAIBqQJYjaEw2QVVPsACAcgC5p6FHagDAcgDF-gDGegDU-gD_QPoA9IF9QMCAADE9QMAAAAQiAYB&num=3&cid=5Ghqf1OvBoU2M-y07RTgdpIN&sig=AOD64_119ygAtXIyW68i0aANzhTdjnxDLw&client=ca-pub-3798364126388362&adurl=http://www.icicilombard.com/student-medical/gold-plan.cms?http://googleads.g.doubleclick.net/aclk?sa=L&ai=BlzLUIEsVT9LbNoyKiAfVtIESp4i-nAKf1aPFI8CNtwHwkwkQBBgEIKPe-QIoBTgAUPnT4-gFYOXC5IOkDrIBC3R1dG9yMnUubmV0ugEKMTYweDYwMF9hc8gBAdoBP2h0dHA6Ly90dXRvcjJ1Lm5ldC9idXNpbmVzcy9tYXJrZXRpbmcvYnV5aW5nX3NvY2lhbF9mYWN0b3JzLmFzcOABA4ACAakCuUa3nTfHuT6oAwHIAxfoAxnoA1PoA_0D6APSBfUDAgAAxPUDAAAAEA&num=4&sig=AOD64_2EIZDm6JrlzEffeY7Vk0jxURwmNg&client=ca-pub-3798364126388362&adurl=http://www.ccd-hf.co.ukhttp://googleads.g.doubleclick.net/aclk?sa=L&ai=BlzLUIEsVT9LbNoyKiAfVtIESp4i-nAKf1aPFI8CNtwHwkwkQBBgEIKPe-QIoBTgAUPnT4-gFYOXC5IOkDrIBC3R1dG9yMnUubmV0ugEKMTYweDYwMF9hc8gBAdoBP2h0dHA6Ly90dXRvcjJ1Lm5ldC9idXNpbmVzcy9tYXJrZXRpbmcvYnV5aW5nX3NvY2lhbF9mYWN0b3JzLmFzcOABA4ACAakCuUa3nTfHuT6oAwHIAxfoAxnoA1PoA_0D6APSBfUDAgAAxPUDAAAAEA&num=4&sig=AOD64_2EIZDm6JrlzEffeY7Vk0jxURwmNg&client=ca-pub-3798364126388362&adurl=http://www.ccd-hf.co.ukhttp://www.googleadservices.com/pagead/aclk?sa=L&ai=BtkpqIEsVT9LbNoyKiAfVtIES05K2rAObndakRcCNtwGAjooJEAUYBSCj3vkCKAU4AFCfm8EfYOXC5IOkDqABvaH4xQOyAQt0dXRvcjJ1Lm5ldLoBCjE2MHg2MDBfYXPIAQHaAT9odHRwOi8vdHV0b3IydS5uZXQvYnVzaW5lc3MvbWFya2V0aW5nL2J1eWluZ19zb2NpYWxfZmFjdG9ycy5hc3DgAQOpAliNoTDZBVU-yALT-McuqAMByAMX6AMZ6ANT6AP9A-gD0gX1AwIAAMT1AwAAABCIBgE&num=5&cid=5Ghqf1OvBoU2M-y07RTgdpIN&sig=AOD64_3zEE0simUh_GsnNiAV1wXjtrlnZg&client=ca-pub-3798364126388362&adurl=http://www.amagi.com/campaignindia/index.html?media=Googlehttp://www.googleadservices.com/pagead/aclk?sa=L&ai=BtkpqIEsVT9LbNoyKiAfVtIES05K2rAObndakRcCNtwGAjooJEAUYBSCj3vkCKAU4AFCfm8EfYOXC5IOkDqABvaH4xQOyAQt0dXRvcjJ1Lm5ldLoBCjE2MHg2MDBfYXPIAQHaAT9odHRwOi8vdHV0b3IydS5uZXQvYnVzaW5lc3MvbWFya2V0aW5nL2J1eWluZ19zb2NpYWxfZmFjdG9ycy5hc3DgAQOpAliNoTDZBVU-yALT-McuqAMByAMX6AMZ6ANT6AP9A-gD0gX1AwIAAMT1AwAAABCIBgE&num=5&cid=5Ghqf1OvBoU2M-y07RTgdpIN&sig=AOD64_3zEE0simUh_GsnNiAV1wXjtrlnZg&client=ca-pub-3798364126388362&adurl=http://www.amagi.com/campaignindia/index.html?media=Google


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city/region level on top

Indian channels.

www.Amagi.com/Cam

paignIndia


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http://www.google.com/url?ct=abg&q=https://www.google.com/adsense/support/bin/request.py?contact=abg_afc&url=http://tutor2u.net/business/marketing/buying_social_factors.asp&hl=en&client=ca-pub-3798364126388362&adU=www.NextLevelPurchasing.com&adT=Buying+Decisions&adU=www.smollan.co.za&adT=Smollan+Group&adU=ICICILombard.com/Student_Insurance&adT=Planning+Overseas+Study?&adU=www.ccd-hf.co.uk&adT=Human+Factors+Consultancy&adU=www.Amagi.com/Camp


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01/17/2012

a customer’s buying behaviour is also influenced by social factors

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