Social factors- factors that determine consumer behavior include reference groups, family, social roles and statuses.
Numerous reference groups have a particularly strong influence on human behavior.
Reference groups are groups that have a direct (i.e., through personal contact) or indirect influence on a person’s attitudes or behavior.
Groups that have a direct influence on a person are called membership groups. These are the groups to which an individual belongs and with which he interacts. Some of these groups are primary, and interaction with them is quite constant. These are family, friends, neighbors and work colleagues.
The family is the most important consumer unit of society. Family values are values that develop as a result of a consumer’s entire life in relation to religion, politics, economics, self-esteem, love. Marketers study the family in depth. They are interested in the distribution of roles in the family and the impact that the opinions of its different members: husband, wife, children, grandparents, have on the choice of goods and services.
Primary teams are usually informal. In addition, a person belongs to a number of secondary groups, which, as a rule, are more formal and interaction with which is not permanent. It's a different kind public organizations type religious associations, professional associations and trade unions.
An individual is also influenced by groups to which he does not belong. A desirable collective is a group to which a person wants or aspires to belong. For example, a young soccer player may hope to one day play for a major league team and identifies with that team even though there is no direct contact. An undesirable collective is a group whose value ideas and behavior the individual does not accept. The same teenager may be seeking to avoid any association with a religious group.
Market actors strive to identify all the reference groups of a particular market in which they sell their goods. Reference groups influence people in at least three ways:
the individual is faced with new manifestations of behavior and lifestyles;
the group influences the individual’s relationships and his self-image, since he, as a rule, strives to “fit in” with the group;
the group pushes the individual toward conformity, which can influence his choice of specific products and brands.
Family members can have a strong influence on buyer behavior. The consumer-orienting family includes the individual's parents, who provide guidance regarding religion, politics, economics, personal ambition, dignity, and love. Even when the buyer no longer interacts closely with his parents, their influence on his unconscious behavior may still remain quite significant. In countries where parents and children continue to live together, parental influence may be decisive.
A more direct influence on everyday purchasing behavior is the individual's family background, i.e. his husband and children. The family is the most important consumer purchasing organization within society and has been the subject of extensive study. Marketers are interested in the roles of husband, wife, and children and the influence that each has on the purchase of a variety of goods and services.
The balance of influence between husband and wife varies widely depending on the product category. The wife traditionally acts as the main buyer for the family of food, household items and basic clothing items. However, with the increase in the number of working wives and the increased willingness of husbands to make more family purchases, the situation is changing.
When it comes to expensive goods and services, husband and wife usually make joint decisions. A market player needs to find out whose opinion is more significant when we're talking about about the purchase specific product or a specific service.
An individual is a member of a set social groups. His position in each of them can be characterized in terms of role and status. A social role is a set of actions that are expected of an individual by those around him. Every social status consumer reflects the degree positive assessment it from the side of society, this is an indicator of the consumer’s position in society, in the system of social connections and relationships. The role of the production manager in large company has a higher status in the eyes of society compared to the role of a daughter.
A person often chooses goods that indicate his status in society. Thus, the presidents of companies drive Mercedes cars and wear expensive, well-tailored suits. Marketers are aware of the potential for goods to become status symbols. However, such symbols turn out to be different not only for different social classes, but also for different geographical areas.
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Social factors and their dynamics have a very significant influence - no less than others - on the consumer behavior of the population. An analysis of the social parameters of society can suggest to marketing researchers possible directions for the development of consumer preferences among buyers, which will allow the company's management to formulate a reasonable marketing strategy for its activities. Social factors characteristic of Russia and worthy of the attention of marketers include:
Population aging (sex and age structure of the population);
Increasing differentiation of society by income level;
The emergence of private enterprise, wage labor and unemployment;
Structural changes in the family.
Of course, we can name other social factors that are of a private nature and manifest only in certain regions. Mentioned here are only those that lie on the surface of social phenomena and are characteristic of the entire country, for each of its regions.
It is obvious that the gender and age structure of the population, which in dynamics shows the aging of the population, is a demographic indicator. But since its change gives rise to specific processes in society related, for example, to caring for older citizens, increasing the birth rate, etc., then it is quite appropriate to consider indicators of the population structure in the block of social factors. If we talk about the aging population, then in Russia, as in European countries, there has long been a tendency to increase the share of older people in the overall population structure. This is typical for all regions of Russia. The only difference is that in some of them the proportion of elderly people is larger, in others it is smaller. As for Altai, according to regional statistics, the number of people aged 20-29 years decreased from 479.5 thousand people in 1959 to 358.7 thousand people in 1996, while the number of people aged Over the same period, those 60 years and older increased from 198.1 thousand people to 449.2 thousand people. These figures strongly suggest an aging population. Altai Territory. Economic reform further exacerbated this trend as the birth rate fell sharply. If in Altai in 1959 there were 209.5 thousand people aged 0-2 years, then in 1996 there were only 71.7 thousand people. It is obvious that these trends cannot but have a certain impact on the consumer behavior of the region’s population as a whole, which enterprise marketers should not ignore when building marketing strategies development.
The question arises: how can the behavior of the population change in connection with a change in its age structure? In the case of an aging population, there is inevitably, in particular, an increase in demand for health services. Other forms of changing people's consumer behavior are also possible. In European countries and the United States, for example, an increase in the proportion of older people retiring is increasing the demand for tourism services. There is no such trend in Russia. The growing army of Russian pensioners prefers to spend time on their summer cottages, engaged in growing vegetables and fruits. Thus, it can be stated that the same demographic trend in different countries gave rise to completely different social trends. This is easily explained by the difference national cultures, level of income of the population, etc.
But how Russian business should respond to these interrelated and interdependent trends? It is obvious that in some sectors of the agro-industrial complex it is necessary to increase the production of gardening tools, fertilizers, etc., adapting these goods for consumption in small land plots. To produce, for example, walk-behind tractors that are small in power and size, simple and reliable in operation, to pack fertilizers in containers suitable for summer residents, etc. Of course, Russian business should not lose sight of the insatiable passion of Western pensioners for travel, creating an appropriate tourism infrastructure for them (in any region of Russia they have something to see).
Such an approximately complex analysis, but, of course, more detailed, interrelated factors external environment(in this case demographic, social, cultural) and should form the basis of any marketing decision. If we are talking about attracting older Western tourists to Russia, then the range of these factors should certainly be expanded, including in the list for analysis both politics (bilateral and multilateral interstate agreements), and economics (dynamics of exchange rates), and, possibly, others.
Increasing differentiation of society by income level also has a very significant impact on the structure of consumption. This indicator is used by foreign sociologists as the basis for dividing society into classes:
Upper upper class (less than 1% of population). This includes the elite, who come from eminent families and live on inherited wealth. They may donate money to charitable causes, usually own more than one home, send their children to private schools, and do not like to show off their wealth. The main consumer markets for them are the market for jewelry, antiques, houses, leisure and travel services.
Lowest upper class (about 2%). This class includes people of liberal professions and businessmen who receive high incomes due to their exceptional abilities. They are usually active in public affairs, strive for recognition of their social status and defiantly spend their savings. They strive to move up to the highest upper class. Their market is expensive houses, yachts, swimming pools, cars.
Upper middle class (12%). Individuals of liberal professions, managers, businessmen making a career. They strive to receive good education, show concern for spiritual life, culture, civil cases. They buy on the market nice houses, furniture, clothing, household appliances.
Lower middle class (30%). This includes employees, small entrepreneurs and the so-called labor aristocracy. They strive to comply with cultural traditions, norms and rules, and to give themselves an aura of respectability. Their market is DIY items, housewares, and formal clothing.
Upper lower class (35%). These are small employees, skilled and semi-skilled workers. They are concerned about the problems of a clear division of gender roles and strengthening their position in society. Their market is inexpensive sporting goods, beer, and household goods.
Lower lower class (20%). This class includes unskilled workers and people living on benefits. Their market is food products, some household goods, televisions, used items.
In Russian society, in order to solve marketing problems, it is also possible to distinguish the class of the rich, the middle class and the class of the poor, carrying out, if necessary, their more detailed differentiation. Of course, quantitative and quality characteristics these classes will not be the same as in the USA. But the methodological approach itself can be applied in Russia.
Thus, social classes are fairly stable groups of people, which are characterized by the presence of similar value ideas, interests, aspirations, consumer (and other) behavior. In other words, social classes are characterized not only by income level, but also by other indicators, mainly qualitative, such as education, attitude to cultural traditions, value preferences, etc. Knowledge of the class structure of society helps marketers better navigate social processes, since belonging to a class speaks about the possible behavioral stereotypes of its members, in particular:
1) belonging to one class also determines the tendency of its representatives to behave in very similar (sometimes almost identical) ways;
2) belonging to a class also determines the position of people in society;
3) representatives of some classes can move to other classes (rise from lower classes to higher ones, fall from higher to lower ones)
By focusing on class dynamics, marketers can build more reasonable forecast scenarios for the development of their enterprises, their product and pricing policy, determine the most preferable directions for the development of assortment policy, etc. How can one characterize the class structure of Russia that emerged as a result of reforms in the 90s? First of all, it should be noted that the economic reform in Russia led to a rather deep differentiation of Russian society, expressed in the emergence of a class of rich and even super-rich, as well as a class of poor, the number of which is very significant. The middle class, which should form the basis of society, has perhaps only just emerged. At the beginning of the new century, it cannot yet be called formed and strengthened, which cannot but cause concern, including among businessmen.
Belonging to a particular social class determines not only the financial situation of people, but also their mental state. The growing social distance between the poor and the rich in Russia exacerbates the poor’s sense of their own poverty, which, unfortunately, does not always lead them to the idea of seeking to improve their situation through legal methods and means. An increase in the number of poor people leads to the accumulation of negative potential in society towards the rich in general and towards business in particular, which is fraught with social upheavals. On the contrary, the prevalence of the middle class in society makes society more stable. The middle class consists of workers who already live well and want to live even better. They already have something to lose if the social structure changes, and they have something to gain if stability in society is maintained. Their value orientation is expressed in increasing their material well-being; they are ready to spend the money they earn on good cars, more comfortable housing, expensive household appliances and so on. Thus, than more share middle class in a society, the more opportunities in that society for business development. Marketers must carefully study the needs and requirements of representatives of this class, because these needs are largely of a mass nature, which can provide impressive sales volumes.
The emergence of private entrepreneurship and hired labor in Russia also influenced the change in the lifestyle of the population, which, naturally, could not but affect their consumer behavior.
On initial stage economic reform (1990-1991), its three goals were formulated. The essence of the first of them was privatization, the creation of a private sector in the economy, which had been destroyed over the years Soviet power. The second goal was to replace the administrative-command management mechanism with a market one. And the third goal concerned the revival of the sense of ownership in people, so that every owner strives to increase his property and to use it effectively. If the first two goals have been more or less achieved (although discussions on this issue are still ongoing in society; in particular, communists, agrarians, and representatives of the military-industrial complex tend to believe that the reforms have not taken place), then the third goal and at the beginning of a new century cannot yet be considered fully achieved.
Entrepreneurs, with whom the concept of a sense of ownership should be identified, have appeared, but they are unlikely to be numerous and, most importantly, high-quality composition can be considered acceptable. Who should be considered an entrepreneur? If we include all citizens who have received entrepreneurial certificates from their district administrations and are engaged in shuttle business, then there are many of them in Russia. But are they essentially entrepreneurs, i.e. subjects creating new goods and services that generate new needs in society, and therefore contribute to the emergence of new jobs for hired labor? By and large, of course not. There are still few such entrepreneurs. Therefore, the third goal has not been fully achieved. Yes, it probably cannot be achieved so quickly. To form a sense of mastership among the people, while the entire past education of entire generations was aimed at suppressing it, is certainly not easy and it takes some time. The very origin of entrepreneurship as a phenomenon should already be considered positive. Since it exists, even in this form, then there is hope that sooner or later entrepreneurs like Henry Ford the first, Bill Gates, and if you remember pre-revolutionary Russia, then merchants like the Demidovs, Savva Morozov and others. Such entrepreneurship (Entrepreneurship with capital letters) is not only capable of ensuring the saturation of the market with unique goods and services, but also solving an important social problem associated with reducing unemployment.
Economic reform has led to the emergence in Russian society of such phenomena as unemployment and wage labor, which had not previously existed in our country for decades and which in a certain way influenced the mass consciousness of citizens. During the years of Soviet power, when the right to work was guaranteed by the Constitution of the USSR, the people got used to considering themselves protected from this disaster. Therefore, in 1991, as shown by the results of a special sociological survey, only 7% of respondents noted the threat of unemployment as a problem that worries them (10th place among other problems). In 1992, already 30% (5th place) of those surveyed expressed concern about the threat of unemployment - the perception of the problem worsened. The realization came that the Soviet worker had suddenly turned into a hired worker, who could be shown the door at any moment without a guarantee of employment. As a result, a labor market emerged, a complex system relations regarding hiring: the relationship of employees as with their real buyers work force, and with its potential buyers. On the basis of these relations, a mechanism of competition for jobs began to take shape, which Soviet Russia It just couldn't be.
All this allows us to hope that the quality of work will increase, because the dependent psychology of the working population, conditioned by the constitutional guarantee, its carelessness about employment and the lack of initiative in advanced training and retraining will sink into oblivion. Already, many, especially young people, have realized that retaining their jobs largely depends on themselves, on their desire for constant professional improvement. Thus, the negative social consequences of unemployment created the prerequisites for the development of motivation for the qualification growth of the working-age population. Such a transformation of mass consciousness cannot but affect the final results of the activities of enterprises in the production of goods and services. When developing (developing) the consumer properties of a product, when creating new products, this economically beneficial desire for professional self-improvement for hired labor should certainly be taken into account by enterprise marketers. Combined with workplace initiative, preferably economically rewarded, employee skill development can lead a firm to commercial success by offering the market goods and services with unique consumer properties that are in demand. When exploring social factors, marketers should also pay attention to structural changes in families, since the subject of consumer behavior is not just an individual, but an individual who is in one way or another connected family relationships, which are in constant dynamics due to changes in the economy, culture, demography and other areas. For the purpose of identifying consumer behavior characteristic of a particular market, you can use the classification of families proposed by foreign sociologists.
The demographic circumstances discussed above, as well as economic, cultural and possibly others, have led to the emergence of new trends in the development of family structure. Increasingly, divorced or widowed people of childbearing age are in no hurry to start a second family and prefer a solitary lifestyle. Many of them already have quite high level income and they cannot in any way be attributed to the type corresponding to the first stage of the life cycle. The nature of their consumer behavior is different and not similar to any of the types listed in digression 3.12. Many young people enter into a so-called civil marriage and are in no hurry to have children. Their income level is rapidly increasing and their style of consumer behavior is becoming different from that of young newlyweds without children. All these circumstances should also become the object of close attention of marketing research in order to provide the management of their organization with more accurate and reliable information about the characteristics of the market and its potential purchasing power.
Social factors largely shape stereotypes of consumer behavior, therefore marketing research they must be given appropriate attention.
The transformation of a biological individual into a social subject occurs in the process of socialization of a person, his integration into society, in Various types social groups and structures through the assimilation of values, attitudes, social norms, patterns of behavior, on the basis of which socially significant personality qualities are formed.
Socialization is a continuous and multifaceted process that continues throughout a person’s life. However, it occurs most intensely in childhood and adolescence, when all the basic value orientations are laid down and the basic social norms and relationships, the motivation for social behavior is formed.
The process of socialization of a child, his formation and development, formation as an individual occurs in interaction with the environment, which has a decisive influence on this process through a variety of social factors.
There are macro- (from the Greek makros “big”), meso- (mesos “medium”) and micro- (mikros “small”) factors of personality socialization. Human socialization is influenced by global, planetary processes - environmental, demographic, economic, socio-political, as well as by the country, society, and state as a whole, which are considered as macrofactors of socialization.
Mesofactors include the formation of ethnic attitudes, the influence of regional conditions in which the child lives and develops, the type of settlement, mass media, etc.
Microfactors include family, educational institutions, peer groups and much, much more, which make up the immediate space and social environment in which the child is located and comes into direct contact. This immediate environment in which the child’s development occurs is called society, or microsociety.
2.3. Microsociety
The microsociety is most important for the socialization of a child.
Microsociety- this is the immediate space and social environment in which a person’s life takes place and which directly influence his development.
The influence of microsociety on the process of socialization of a person at various stages of his life depends on the objective characteristics of the microsociety and the subjective characteristics of the person himself.
The objective characteristics of a microsociety include:
spatial characteristics;
architectural and planning features (openness - closedness, historical or industrial development, the ratio of low-rise and high-rise buildings, the presence, quantity and quality of small architectural forms etc.);
the convenience and development of public utilities on its territory, as well as the saturation of the service sector and its qualities;
cultural and recreational opportunities (availability and quality of educational institutions, cinemas, clubs, gyms, stadiums, swimming pools, museums, theaters, libraries);
demographic situation (composition of residents: their ethnicity, homogeneity or heterogeneity; socio-professional composition and the degree of its differentiation; characteristics of gender and age composition; family composition);
socio-psychological climate, which is determined by the ratio of the number of residents with prosocial, asocial and antisocial lifestyles, the presence of criminogenic families and groups, criminal structures, as well as a measure of the active participation of the population in the life of the microsociety.
Microsociety includes such socialization factors as family, educational institutions, and peer groups.
Family - the most important institution of socialization, because it represents the personal environment of human life and development from birth to death, the quality of which is determined by a number of parameters of a particular family. The socio-cultural parameter depends on the educational level of family members and their participation in society. Socio-economic is determined by property characteristics and the employment of family members at work and study. Technical and hygienic depends on the living conditions, the equipment of the home, and the hygienic features of the lifestyle. Finally, demographics are determined by family structure.
The parental family is crucial in the formation of the emotional world, self-awareness and moral foundations of the individual in the first years of life and is the leading factor in socialization in preschool age.
Educational institutions- these are organizations specially created by society and the state, the main function of which is the purposeful, systematic creation of conditions for the development of people of a certain age and (or) a certain socio-professional stratum.
Over time, the variety of educational institutions increases due to the complication of the socio-economic and cultural needs of society, their role and correlation in the process of social education change.
Through the system of educational institutions, society and the state, on the one hand, strive to provide equal opportunities for the education of all its members, and on the other, to create conditions for everyone to realize their capabilities, meet their needs and develop their abilities and interests.
In the process of human socialization, educational institutions play a dual role. On the one hand, it is in them that social education is carried out as a socially controlled part of socialization. On the other hand, they, like any human communities, influence their members spontaneously. This is due to the fact that in any educational institution, in the process of communication between their members, mutual influence occurs, which by its nature may not coincide with the goals and norms cultivated in the institutions by their organizers.
Peer group is an important factor in socialization. The need to communicate with peers exists at any age. Already at an early age, the child treats his peers in a special way. The fact that a child has developed a need to communicate with peers can be judged using the following criteria identified by M. I. Lisina:
attention and interest in another person;
emotional attitude towards a partner;
the child’s desire to interact with another child;
the child’s desire and ability to respond to actions addressed to him.
A distinctive feature of contacts with peers is their particularly vivid emotional intensity, the absence of strict norms and rules of communication, the predominance of proactive statements over reactive ones, and functional diversity.
A child deprived of communication with peers loses in his communicative development. Although children learn language mainly from adults, some intuitive and communicative abilities are formed only in communication with peers.
English factor, social; German Faktor, sozialer. The driving force of the development of society, a phenomenon or process that determines certain social changes.
Excellent definition
Incomplete definition ↓
Social factor
driving force for the development of society; a phenomenon or process that causes certain social changes. The basis for isolating F. s. lies such a connection of social objects in which some of them (causes), under certain conditions, necessarily give rise to other social objects or their properties (consequences). As a F. s. First of all, it is the activity of people that ultimately determines the entire diversity of the social life of society. In addition, the role of F. s. carry out various material and spiritual formations: production, social institutions, organizations, material environment, needs, interests, values, opinions, orientations, attitudes of people, etc. As a F. s. There is also interaction between spheres of social life, when one of them has a decisive influence on the others. For example, economic sphere largely determines the development of the social, political and spiritual spheres, it is a factor for them, and these latter, in turn, influencing it, also act as its factors, although not determining ones. Therefore, in total, F. s. one should distinguish between those that drive profound changes in society, defining it essential characteristics, direction and level of development, and those that determine only individual changes in society or in phenomena and processes. It is also necessary to recognize physiological systems, permanent and random, directly and indirectly influencing the object. So, to general F. s. include socio-economic and other conditions for the functioning of the social life of society: for example, property relations, the level of social division of labor, social institutions and organizations, etc. They are also permanent causes. To specific F. s. can be attributed certain features certain objects on which the same characteristics of other objects depend. The action of direct F. s. can be directly recorded and subject to control during the research process, while the influence of indirect F. s. the object being studied cannot be directly controlled. It must be specially installed. Cognition F. s. in sociology is associated with the development of meaningful theories to explain changes occurring in society and its individual subsystems, from the perspective of the action of certain causes. Sociological research always rely on certain methodological and methodological approaches to the study of the conditionality of some processes of social reality by others. The purpose of these studies is to determine and predict the consequences of the action of certain factors based on a preliminary empirical analysis of the relationship between them (i.e., the action of the factor and the consequence). As is known, the manifestation of cause-and-effect relationships in social processes multifactorial and multidimensional. However, depending on the goals of the study, the task may be reduced to identifying the influence of one or a combination of factors causing corresponding changes in social objects. Behind the combined action of various factors, including those of a random nature, the study reveals something stable, necessary and repeating. And yet, since social change is multifactorial, forecasts and conclusions from the data obtained are probabilistic in nature. Establishing a measure of the manifestation of causal relationships in sociology is carried out using multidimensional methods statistical analysis correlation, regression, factor, etc.
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The social factor is the most general type of social relations, determined by the interests and needs of the individual and the team. There is a hierarchy of social relations, and consequently, a hierarchy of indicators of these relations. If the social factor is characterized high degree development, then this means the coincidence of real social relations with human interests. In other words, it is necessary to bring a person’s ideas about how it should be, how he wants it to be, into line with real social relations.
Social factors are associated with changes in social expectations, relationships and morality in this group of factors, which is complex and very contradictory in the economic transition the country is experiencing and is reflected in the consciousness of people and the social sphere.
Social factors include small groups, divided into membership groups, reference groups, family, social roles and status.
Social Factors: Individual consumers' purchases are influenced by many social aspects. For example, a person's tastes are shaped by his social class and culture.
Social factors are also critical in any planning involving travel time to a family's home. Even if there are medical and physiological reasons for the optimal adjustment period of 14 days, workers' reluctance to leave their families for more than seven or ten days may cause cancellation optimal schedule. Experience shows that a schedule of seven days at high altitude and seven days at sea level or ten days at high altitude and the same period at sea level is most acceptable.
Social factors reflect three the most important characteristics: quality level of personnel, workers’ attitude to work, social working conditions. The professional and qualification level of employees directly affects the production and economic performance of the enterprise, including the productivity (efficiency) of the working personnel.
Social factors relate to social values, lifestyles and demographic trends. They may be closely related to political ones.
Social factors significantly influence production activities during relocation.
Macroscopic social factors are usually not under the control of the systems engineer, who must accept them as they exist. These factors can influence various parameters of systems, such as lengths and cross sections telephone cables and water pipes, the size and placement of telephone exchanges or the speed of external repair work.
Social factors of development in a radical restructuring of enterprise management are given special meaning. Improving working conditions, improving the skills and standard of living of workers, strengthening their health are the most important factors in ensuring the stability of work collectives, the active participation of workers in increasing production efficiency at each workplace, developing invention and rationalization.
Social factors include improving the skills of performers, mechanization and automation of production and auxiliary operations in order to improve working conditions, development of the social sphere, and improvement of the psychological atmosphere in the team.
Social factors are the improvement of the skills of performers, mechanization and automation of production and auxiliary operations in order to improve working conditions, the development of the social sphere, and the improvement of the psychological atmosphere in the team.
The main social factors are financial situation, socio-psychological climate in the team, socio-political activity, growth prospects, level of job satisfaction, social services, professionalization, socialization of the individual, awareness, discipline, etc. To determine the degree of development of these factors, an ideal , or normative, model, which refers to the level social development organization that is currently possible and satisfies people.
An important social factor is minimizing staff turnover (especially in the leading technological workshops of tire and rubber goods production), occupational health and safety, and improving production standards.
An important social factor that shapes habitual physical activity is the organization of mass sports competitions and the creation of favorable conditions for regular training sessions. various types sports The lifestyle of the family and its motor mode also significantly influence the formation in children of a conscious need for active motor activity.