3.6 : 소비자 결정 과정에 영향을 미치는 요인 - 사회

The social environment significantly influences consumers' decision-making processes.

Reference groups that individuals identify with, like family or friends, or aspire to emulate, such as celebrities or online communities, strongly influence them.

For instance, someone in an environmentally conscious social circle might prefer eco-friendly products, while a teenager might be influenced by the fashion choices of their favorite band or celebrity.

The family plays a crucial role in consumer behavior by collectively contributing to purchase decisions.

Members act as sources of information, influencers, and buyers in various situations.

For example, a mother might decide on household groceries, while children could influence entertainment or snack choices.

Additionally, societal expectations regarding gender and social roles, such as being a parent, student, or employee, significantly affect individuals' buying patterns and preferences.

Furthermore, a person's social status within their circle can notably impact their purchasing decisions. A professional might purchase a luxury car for its features and the status it represents.

Marketers leverage these influences to reach and engage with target audiences.