Question

Indicate how social character influences consumer behaviour.

Answer 1

• Social character influences consumer behaviour by shaping how individuals interact with and are influenced by social groups, norms, and expectations.
• People tend to make purchasing decisions based on the influence of their social circle, including family, friends, and peers.
• For example, a person may buy certain products to fit in with their social group, or follow trends set by influencers or cultural norms.
• Social status, group memberships, and societal values also guide preferences and brand choices, as consumers often seek to express their identity or align with certain social groups through their purchases.