Socio-psychology and Consumer Behaviour

All of us are influenced by the environment, the people around us, the society in general in one way or another. Our decisions and the decision-making process too are widely affected due to the presence of people.

Social psychology studies the influence of society and its norms on the emotions, decisions and behaviour of a person.

Consumer behaviour analysis is the activities related to the purchase and use of goods and services by the consumers and it also studies their emotions, preferences and attitude when it comes to buying goods and services.

Consumers are emotional beings. Their choices, decisions and habits are affected by society. Purchases, many times, are made in a social context. For instance, people buy branded and luxurious items as it places them higher in the social order, people buy the stuff that is considered 'cool' to feel they belong to a certain section which has been established by social psychologists that the need to belong is one of the fundamental human needs. Hence, we can say that social psychology influences consumer behaviour and it can be true the other way round too.

Different cultures also have a major impact on consumer behaviour and social psychology. something popular in one culture might be frowned upon in another. Subcultures, which can be based on may be based on age, geographic, religious, racial, and ethnic differences work the same way.

Social classes, typically based on socio-economic variables such as education and income, are also affecting consumer choices.

While consumer behaviour can be studied on the grounds like quality, price, brands, trends, etc. it still is hugely affected by social psychology.