Influence of sociological determinants in consumer behavior

MSc. Semra Bujari


Consumer behavior belongs within the scope of delicate issues in theoretical marketing concepts of marketing. The main reason for such treatment of specific issues derives from human individuality in the decision making process for purchasing. From the complexity of human nature, arise challenges in their efforts to look at the internal motives of consumers, their psychological elements and conditions, the internal psychological determinants of behavior, but also the influence of culture, social class, family, lifestyle, as external sociological determinants, regardless of the particular autonomous characteristics of being socially exposed to certain environmental impacts that are undoubtedly of great importance to one’s behavior as a consumer. On the other hand, there is a series of hidden motifs for which their oversight is necessary because they are crucial to the decision-making process. Having this in mind, the researchers focused their objectives on analyzing the determinants of consumer behavior in the decision-making process to be marketed.

Various sources of data have been used in the analysis and the theoretical processing of the work. Most of them have a secondary character and include domestic contemporary literature and foreign literature related to this issue.

The basic concept of this paper, besides the introductory part and the conclusions, is also composed of interrelated parts. Given the analysis of different sociological determinants such as culture, social classes, reference groups and so on we understand their impact and their importance in bringing decisions in the market for personal consumption.


Sociological determinants; family; social classes; reference groups; decision-making for purchase.


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DOI: 10.21113/iir.v7i2.319

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