The buyer is the final consumer and buys the product selected by the decision-maker. Te family is also an important factor that influences the development of certain attitudes on different issues such as politics, scial relations, sciety, o personal matters. Afamily influences the consumer habits, prceptions, ad the products bought by its members especially foodstuffs, cothes, halth facilities, ad education (Belk, 1975). Pople will always want to buy similar products as those bought by the family members even after moving out. Fr instance if a family was not drinks due to their health problems; tere is a likelihood that somebody from that family will not consume the drinks after growing up since the person never used the product during childhood.
Te social status also influences the consumer’s buying habits such as the profession, te job rank, fmily position, ad his gender. Te cultural environment in which a consumer belongs such as the culture and the society influences the behavior of an individual. A individual may be influenced by his friends, fmily members, o the cultural environment to particular item.
Fr instance in the Western countries invitations for a drink or dinner at home is a common habit but in the countries like Japan, te local norms do not advocate for such invitations. Ging out with friends or going for tours is more valued (Moutinho, 1987). Sb-cultures influences the buying habits of consumers and may include nationalities, ehnic groups, gnder of the individual, rligions, ad age groups. Fr instance, sme types of cosmetics are common to certain populations such Africans and Indians. Scial classes also have influence the type of commodities the consumers buy.
Tere are similar values, iterests, bhaviours, ad lifestyle by similar social groups especially on the products they use. Sme groups with a high income prefer shopping from the internet and are always on their computers placing bids (Limayem, Kalifa, &Frini, 2000). Tere are several categories of social classes such as lower class, mddle class, ad upper class, wich tend to have various desires of commodities in the market. Dfferent classes will watch different TV shows, pay different games, ad wear types of among others.
Fr example, te political class in Africa has the tendency to play golf. ..
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