3.13 : Modèle sociologique

The Sociological Model of consumer behavior seeks to explain consumer choices by examining social factors and influences.

 It assumes consumers' choices are shaped by their social environment, cultural background, and interpersonal relationships.

It suggests that culture, social class, and social institutions collectively influence consumer behavior.

Understanding cultural nuances and social influences facilitates effective consumer segmentation, product development, and the creation of marketing strategies aligned with the values and preferences of the target audience.

The model improves businesses' predictive capabilities regarding consumer behavior.

For example, anticipating the growing demand for inclusive and diverse representation, Nike incorporated that into its marketing campaigns, resonating with a broad spectrum of consumers, including various ethnicities, genders, and cultural backgrounds.

Critics argue the model may overemphasize social factors, potentially neglecting individual psychological aspects in decision-making.

Additionally, the complexity and variability of social factors present challenges in developing a universally applicable model for predicting consumer behavior across diverse populations.