Open AccessIMPACT OF SOCIAL FACTORS ON CONSUMER BUYING BEHAVIOUR (With reference to Small cars in Rayalaseema Region, Andhra Pradesh)
Author(s) -
Rakesh Kumar,
B. R. Megharaj
Publication year - 2020
Publication title -
epra international journal of economic and business review
Language(s) - English
Resource type - Journals
eISSN - 2349-0187
pISSN - 2347-9671
DOI - 10.36713/epra3004
Subject(s) - prestige , marketing , consumer behaviour , test (biology) , affect (linguistics) , advertising , social status , business , sociology , social science , paleontology , philosophy , linguistics , communication , biology
Marketing hinges on understanding and creating a customer. What consumer would buy it – is no easy task. This would be evident from the fact that though several marketing scholars have spent enormous time and effort on this subject and analysed it from different angles and under different premises, there is no unified, tested and universally established theory of buyer behaviour. What we have is only collection of ideas that have taken from economics, psychology and sociology. There are several factors contributing to the consumer behaviour, one among them is social factors which include Reference Groups, Family, Status /Prestige, Necessity, Luxury, ownership respectively. The present study examines the influence of Social factors on consumer buying behaviour towards small cars in Rayalaseema Region and Andhra Pradesh. Annova test and Multiple Comparisons used to test the hypotheses of this study. Findings of the research show that social factors affect buying behaviour. The findings indicate that social factors influence the consumer buying behaviour towards small cars.KEY WORDS: Consumer, behaviour, Social factors, Reference Groups, Family, Status, Prestige, Necessity, Luxury, ownership.