Chapter 3: Consumer Behavior
Social Factors in Consumer Behavior
Social factors play a significant role in influencing consumer behavior. These factors include the impact of family, friends, social networks, and social status. By understanding these influences, marketers can better predict and respond to consumer needs and preferences.
Family Influence
The family is one of the most important social influences on consumer behavior. Family members often share common values and habits, and they can influence each other's purchasing decisions. This influence can be seen in everything from everyday household purchases to significant buying decisions like choosing a family car.
Example: Toyota's Family-Oriented Advertising
Toyota often uses family-focused advertising to promote its cars. For instance, their commercials might show a family going on a road trip in a spacious and reliable Toyota SUV. This type of advertising appeals to the family unit, emphasizing safety, space, and comfort—key factors that families consider when purchasing a vehicle.
Peer Influence and Social Networks
Friends and peers can significantly impact what people buy, especially among teenagers and young adults. Peer influence is particularly strong in product categories like fashion, technology, and entertainment. Social networks, both offline and online, amplify this effect.
Example: Adidas and Peer Influence
Adidas effectively uses peer influence in its marketing strategy. The brand often collaborates with popular athletes and celebrities who are admired by their target audience. When a famous soccer player wears Adidas shoes, fans are more likely to buy those shoes, influenced by their desire to emulate their favorite sports stars.
Social Media and Influencers
In recent years, social media has become a powerful tool for influencing consumer behavior. Social media influencers, who have large followings on platforms like Instagram, YouTube, and TikTok, can sway their followers' purchasing decisions by promoting products.
Example: The Influence of Social Media Influencers
Social media influencers have become powerful figures in shaping consumer behavior. For instance, when Kylie Jenner promotes beauty products through her social media channels, it often leads to a significant increase in sales for those products. Her followers trust her recommendations, illustrating the impact of social influences on purchasing decisions.
According to a survey by Digital Marketing Institute, 49% of consumers depend on influencer recommendations when making purchasing decisions. This shows how influential social media personalities can be in driving sales and brand loyalty.
​
Social Status and Aspirations
Social status and aspirations also influence consumer behavior. People often make purchases that they believe will enhance their social standing or help them achieve a certain lifestyle. This is why luxury brands often focus on exclusivity and prestige in their marketing.
Example: Rolex and Social Status
Rolex, a luxury watch brand, markets its products as symbols of success and achievement. Owning a Rolex is often seen as a status symbol, representing wealth and sophistication. This appeal to social status helps Rolex maintain its image as a prestigious and desirable brand.
The Role of Communities
Communities, whether they are local neighborhoods or online groups, can also influence consumer behavior. People often look to their community for recommendations and approval before making a purchase.
Example: Patagonia and Community Engagement
Patagonia, an outdoor clothing brand, engages deeply with its community by promoting environmental causes. The brand's commitment to sustainability resonates with consumers who share these values. By fostering a sense of community around these issues, Patagonia builds strong loyalty among its customers.
​
