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The buyer’s behaviour may also be influenced by social factors, such as groups, the family,
social roles and status.
(a) Reference Groups – A group is a combination of two or more people who have come
together or interact to accomplish individual or mutual goals.
A group member is influenced by the other members as one strives to belong. Marketers try to
identify the reference groups of their target markets. Reference groups expose a person to new
behaviours, lifestyles and create pressure to conform e.g. a group of young people can be
attracted to the football game and would wish to put on branded products just like the football
player whom they wish to imitate.
(b) Family
Marketers are interested in the roles and influence of the husband, wife, children and
house help on the purchase of different products and service. In most families, the wife is
the main buyer of food, household products and clothes. The husband is the main buyer f
hardware, car or even a home. However changes in the market trend have seen women
take up the reverse roles.
Children and house helps are the main consumers of T.V. adverts and may from time to
time influence the family buying decisions.
(c) Roles and Status
A role consist of the activities a person is expected to perform according to the people around
them e.g. Mary is a daughter to her parents, she plays the role of a daughter, in her family, she plays the role of a wife, in her company she plays the role of the brand manager. Each of her roles influences her buying behaviour.
Titany answered the question on November 3, 2021 at 10:57
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