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Original Article
ISSN (Online): 2350-0530
ISSN (Print): 2394-3629
International Journal of Research - GRANTHAALAYAH
November 2021 9(11), 252–257
How to cite this article (APA): Durmaz, Y., and Gündüz, G. (2021). A Theoretical Approach to Social Factors Influencing Consumer
Behavior. International Journal of Research - GRANTHAALAYAH, 9(11), 252-257. doi: 10.29121/granthaalayah.v9.i11.2021.4390
252
A THEORETICAL APPROACH TO SOCIAL FACTORS INFLUENCING
CONSUMER BEHAVIOR
Yakup Durmaz 1, Gamze Gündüz 2
1Hasan Kalyoncu University, Faculty of Economics Adminitrative, Turkey
2Master Student, Turkey
Received 16 October 2021
Accepted 5 November 2021
Published 30 November 2021
Corresponding Author
Yakup Durmaz,
yakup.durmaz@hku.edu.tr
DOI
10.29121/granthaalayah.v9.i11.2021
.4390
Funding:
This research received no
specific grant from any funding agency in
the public, commercial, or not-for-profit
sectors.
Copyright: © 2021 The Author(s).
This is an open access article
distributed under the terms of the
Creative Commons Attribution
License, which permits unrestricted
use, distribution, and reproduction in
any medium, provided the original
author and source are credited.
ABSTRACT
This study was conducted in order to provide theoretical general information about the
social factors affecting consumer behavior. The study includes theoretical approaches
related to social classes,
characteristics of social classes, social classes by income,
consumption inequalities, effects of family on consumption, effects of culture and
reference groups on consumption behaviors. It has been dec that consumption may vary
not only dec families belonging to the same social class, but also between families
belonging to different social classes. The main social factors affecting consumer behavior
are family, roles and status. Social factors have a direct impact on the consumption and
purchasing behavior of people. Consumer behavior is an action that affects not only
individuals and societies, but also countries and national economies. Due to these
characteristics, it is highly important to raise public awareness of the issue and conduct
research on it.
Keywords: Consumer, Consumer Behavior, Social Factors, Decision, Purchase
1. INTRODUCTION
All members of society are influenced by social factors. Social factors cause
various effects on society and individuals. Social factors also have effects on
consumer behavior Arslan (2003). Social classes between individuals continue
with a complex interaction Arslan (2003). dec. Man is at the center of class
structures from the past to the present. It creates new models related to the
future with preferences that change according to time with their accumulation
from the past Cakir et al. (2010). With the change of conditions over time and the
acceleration of communication, it has led to a change in general legal opinion and
consumer behavior. Consumption is influenced by social factors such as social
class, family and income Cakir et al. (2010).
2. CONSUMER BEHAVIOR
A consumer is a person who buys and uses goods and services on the
condition of paying a price Arslan (2003). Consumption should not be considered
only as material things. The consumer is the one who buys in order to meet his
own wishes or the wishes of his family and social environment Yücel (2018).
Consumers ' purchasing behav
ior is influenced by multiple variables. When
individuals decide to buy, they go through successive process steps. Although the
concept of consumption is very wide-ranging, there are also consumer items such
as culture and entertainment Yücel (2018).
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International Journal of Research - GRANTHAALAYAH
253
Consumer behavior can be defined as a human action consisting of multiple
dynamics, which is in the process of constant interaction. In order to determine the
factors affecting consumers ' purchasing behavior decisions, it is necessary to
determine their wants and needs first Yücel (2018). Consumer behavior is the
mental and physical activities undertaken to consume the necessary products in
order to meet the wants and needs (Yağcı et al., 2010:142). Consumer behavior
occurs in a motivated manner and is a dynamic process. Consumer behavior is
influenced by many factors, as there are actions that span wide time periods (Yağcı
et al., 2010:143). In particular, economic, social, cultural, biological, environmental,
organizational and other needs are emerging that are constantly changing Özsungur
and Trust (2017). As a result of this change, the factors affecting consumer behavior
are constantly changing. Consumer behavior is a subdivision of human behavior
Özsungur and Trust (2017). The concept of consumer behavior is related to how
individuals decide when spending their resources, such as money, time and energy.
Consumer behavior is not always clearly explained Özsungur and Trust (2017). In
some cases, consumers cannot express clear thoughts about why they decided to
buy. The concept of consumer behavior is of a complex nature Özsungur and Trust
(2017). In recent years, global developments have also changed consumer profiles
greatly. Along with the changing profile, purchasing behaviors and consumer
behaviors have also changed Yücel (2018).
Consumer goods are divided into durable and non-durable. Durable consumer
goods are products that can be used for a long time, the benefits of which are not
exhausted at one time (Uygun et al., 2011:1320). An example is a car, a computer
and electronic goods. Durable consumer goods, on the other hand, are products
whose benefit can be provided for a short time Özsungur and Trust (2017). As an
example, products such as bread, gasoline and milk can be given. Some consumption
is mandatory for people to continue their lives. Some consumption, on the other
hand, is carried out only in order to satisfy desires. People's consumption is carried
out in a social, commercial and economic framework, unlike that of other living
things. Consumers individually manage their own lives with the decisions they
make, while they also affect economic life in matters such as production and
distribution.
3. SOCIAL FACTORS AFFECTING CONSUMER BEHAVIOR
3.1. FAMILY
The family is at the center of social classes and consumer societies. It is a social
structure consisting of socio-economic formations that are also included among the
reference groups (Uygun et dec., 2011:1322). Family union occurs through blood or
marriage. The family has an effect on the consumption expenditures of individuals
and other families due to the fact that it is a social group. Consumption is also
increasing as the income imbalance between families’ decays. In cases of balanced
distribution, the opposite is true Özsungur and Trust (2017).
With such considerations as the presence of children in the family, income
level, quality nutrition, people go beyond the mandatory consumption of goods and
turn to luxury goods groups Özsungur and Trust (2017). Changes in the family and
home give direction to consumption. The consumption patterns of consumers with
a similar family structure are also similar to each other. Individual and familial
characteristics and situation-changing characteristics are directly effective in the
consumption decision-making process Özsungur and Trust (2017).
The family is in a life cycle, the beginning of which is based on marriage and
continues until all family members lose their lives Chetin (2016). Families are also
A Theoretical Approach to Social Factors Influencing Consumer Behavior
International Journal of Research - GRANTHAALAYAH
254
entering into different consumption trends in terms of their life cycles. Premarital
expenses are generally entertainment, art, clothing, social and personal, but this
process is changing with marriage Chetin (2016).
In terms of families, social class is classified according to income. The interests
of individuals in the family also affect consumption decisions. Consumption can
sometimes also be shaped according to the situation. Time and risk directly affect
family consumption. It is believed that the tendency to choose things that have no
alternative in conflict situations is higher Montenegro (2011).
Consumption is a process for the family. Before making a decision on
consumption in the family, he determines the need and conducts the necessary
research. After determining and evaluating the necessary products and alternatives
for the need, the final consumption decision is made Arslan (2003) Individuals are
the trigger in making the consumption decision and the purchase process. The
evaluation of alternatives and the final decision process are transitional. At this
decision stage, it may be the same person who influences and decides. It has been
determined that women are responsible for almost all domestic consumption.
People who exchange in the daily needs of families are usually women Arslan (2003)
Income, consumption and purchasing are among the most important factors
affecting the deci-sion. Income distribution plays an important role in the
consumption of the family. Low-income families also make the decision to consume
and buy according to the availability of affordable and substitute products
(Güleraraslan, 2011:133). On the other hand, families at a high-income level make
consumption and purchase decisions according to situations such as quality,
aesthetics and trust. Changes in consumer behavior according to the income level of
families occur with learning. Family members also apply this attitude that they have
learned in the family in their social lives and shape their future decisions
accordingly (Güleraraslan, 2011:133).
In families with children, consumption varies significantly according to their
parental roles. Due to the knowledge of the impact of children on family
consumption, children are seen as a Sunday (Yağcı, et al., 2010:142). Accordingly,
marketing and sales policies for children are being developed. Only products aimed
at children are produced, and children are selected as the target audience. In today's
family structure, children have a great influence and responsibility on their
purchasing decisions (Yağcı, et al., 2010:142). Factors such as technological
advances and the faster transition of children to adolescence are causing them to
take on greater responsibilities in decision-making. With this change, children are
becoming the target audience of large companies, especially (Yağcı, et al., 2010:143).
The concept of children's sundays continues to increase dec importance among
enterprises day by day. Children, the fact that they are seen as the biggest consumers
of the coming times also creates an important potential for businesses Cakir et al.
(2010). In other words, if there are children in the family, the decision to buy is made
in such a way as to provide the maximum benefit to the child. Emotions such as
protection, responsibility and love embody consumption. Children allow families to
act with a sense of protection, love and responsibility. He directs family members to
consumption in accordance with these feelings and parental roles Cakir et al. (2010).
Nowadays, working families receive outside services such as food, cleaning and
ironing due to a lack of time. However, it is suggested that the use of outsourced
services causes class and gender inequality. This proves that the differences
between social classes continue in the dec Chetin (2016).
The concept of gender also has an impact on consumption and purchasing
decisions. The differences dec the needs of men and women directly or indirectly
affect their consumption behavior. These behaviors occur in a complex form. When
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International Journal of Research - GRANTHAALAYAH
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social class differences are added to this situation, it becomes more complicated.
Social classes lead consumption behaviors to resemble each other according to
income Chetin (2016).
3.2. ROLES AND STATUSES
Each individual has his own natural, legal or subsequently determined roles.
Natural roles are roles acquired by status depending on gender, sibling and kinship
relationship. Their roles are assignments and obligations assigned to individuals
according to status Özsungur and Trust (2017). For example, the influence of
women on household expenses is great. This proves that domestic consumption is
shaped according to the roles of individuals. At the same time, having children
affects consumption decisions. Especially the publication of advertisements that will
attract the attention of children on television tends to be consumed by families in
order to meet the wishes of their children Özsungur and Trust (2017). The fact that
some families have children in difficult circumstances due to health problems or
reasons of their own volition also affects the decision to buy. This situation shows
that each family exhibits behaviors according to its own position depending on the
roles and status between families in consumer behavior Özsungur and Trust (2017).
The roles of culture and gender in the composition also affect consumer
behavior. The fact that the needs of men and women are different, the importance
of gender roles in traditional family structures make family consumption different
from each other Chetin (2016). The cultural characteristics of the society in which it
is located, the value given to the family, the acceptance of the mother or father as
the head of the family allows the family to acquire a unique consumption habit
Chetin (2016). For example, in families where the father plays the role of the head
of the family, consumption decisions are made in the direction of the man's
tendencies. In families where the income level is high or low, it is more common that
the consumption decision depends on the man or woman Chetin (2016). In middle-
income families, it is more common for men and women to make joint decisions and
perform consumption behaviors. The concept of gender directly and clearly divides
society into two parts Chetin (2016). With this feature, the probability of
decategorization and the probability of its change over time is very low. Gender
factors affecting consumer behavior outstrip factors such as personality, lifestyle
and family compared to other social factors (Durmaz, et al., 2011:118). The gender
factor is also very important from the point of view of social sciences. The reason is
that there is a gender-related differentiation in all social arrangements. It differs
from the behavior of individuals in society by the gender they expect. These
differences reveal gender norms and gender segregation. In gender segregation,
individuals are assigned roles in certain patterns (Durmaz, et al., 2011:118). At the
same time, the responsibilities of men and women in society are also becoming
different. Gender roles are acquired from early childhood and may be different from
biological sex (Durmaz, et al., 2011:63). Men's consumption decisions are more
rational, while women's decisions are more emotional. Women are able to adapt to
new situations much easier than men. For this reason, it is easier for women to
change their decisions and attitudes than men (Durmez, et al., 2011:62). Women are
more aware of the differences in proportions to men and consider shopping as a
means of socialization. Men, on the other hand, tend to make their purchasing
decisions faster and perceive shopping as a necessity (Durmaz, et al., 2011:63).
The inter-role age factor also has an impact on consumption and purchasing
deci-sions. The ages of the family members guide the decision of consumption and
purchase. There are different needs for each age (Güleraraslan, 2011:130). Needs
A Theoretical Approach to Social Factors Influencing Consumer Behavior
International Journal of Research - GRANTHAALAYAH
256
that differ according to age groups, such as toys, education at adolescent group ages,
electronic games, home, car and work clothes for adults, arise in individuals at very
young ages. Consumption and purchasing behavior are also shaped in accordance
with needs that vary according to age (Güleraraslan, 2011:130). For example, the
rate of purchasing life insurance in older couples is higher than in younger couples.
This proves that the age factor has an effect on the consumption and purchase
decision (Güleraraslan, 2011:130).
Among the social factors affecting consumer behavior, education occupies an
important place.dec. Education continues throughout life, starting from birth
Montenegro (2011). Due to the fact that education affects the consumer behavior
of individuals, raising awareness of individuals about this issue and including it in
educational programs has become mandatory in today's conditions Montenegro
(2011). The inclusion of issues such as social responsibility, consumer behavior,
social classes and consumer functions in educational programs is important for
raising awareness. Individual awareness raising can be provided through channels
such as television, social media, print publications, visual press and public spots
(Montenegro, 2011:80). The fact that consumption and consumption behaviors
affect the country's economy makes awareness-raising trainings on the subject
mandatory. Meetings, seminars and panels can also be organized to support these
trainings (Uygun et al., 2011:1332).
4. RESULT
The consumption of families can be divided into three groups. These:
• Individual Needs
• Family Needs
• Gifts
These types of consumption vary depending on the characteristics of the group
in which they meet the needs. These changes reveal the importance of the family in
the consumption decision. Consumption, which is formed according to income, also
has an impact on the country's economy. The consumption dec of families through
reference groups shows intergroup interaction. This situation also creates
differences in consumption between social classes dec Consumption dec dec vary
between families in the same social class, as well as between families in a separate
social class. The factors affecting consumer behavior are as follows:
• Consumer Characteristics
• Cultural Factors
• Psychological Factors
• Marketing Factors
• Social Factors
• Situational Factors
Consumer behavior should be considered in a holistic manner in accordance
with all these factors. Although the factors are not completely independent of each
other, there are also situations where they affect each other. In particular,
psychological factors vary a lot among the factors affecting consumer behavior.
Businesses that want to create innovation should thoroughly study consumer
behavior and determine strategies in this direction. Today, consumer profiles also
continue to change at a great pace. Correctly assessing this change is important for
the continuity of enterprises. Realizing strategies by not considering the factors
Yakup Durmaz, and Gamze Gündüz
International Journal of Research - GRANTHAALAYAH
257
affecting consumer behavior separately from each other will give businesses great
advantages.
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