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THE IMPACT OF SOCIAL FACTORS ON CONSUMER BUYING BEHAVIOR AND

AN EMPIRICAL APPLICATION IN TURKEY

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 ISSN:2321-1098

THE IMPACT OF SOCIAL FACTORS ON CONSUMER BUYING

BEHAVIOR AND AN EMPIRICAL APPLICATION IN TURKEY

Assist. Prof. Dr. Yakup DURMAZ

Deputy Director of the Institute of Social Sciences,
Faculty of Economics Adminitrative and Social Sciences,
Hasan Kalyoncu Üniversity

Büşra Nur DURMAZ

Middle East Technical University

ABSTRACT
Marketers have to recognize to cosumers where will operate in market for creating a difference against their
competitors and bein successful in market. Family, references groups and roles and statues affect the buying
behavior significantly.
In this study, the influence of social factors on consumer buying behavior is investigated. The effect of social
factors on buying behavior of consumers, who become much more important day by day, is tried to be measured.
Turkey has seven regions. From each region two provinces are selected by random sampling method. A face to
face survey was conducted on 100 people from each province and in total 1400 people participated in the survey.
The information obtained from the results are analyzed and interpreted by the computer packet programs.

Key Words:
Consumer Behaviour, Social Factors, Family, Reference Groups, Roles And Statues.

Council for Innovative Research

Peer Review Research Publishing System
Journal of Social Science Research
Vol.3, No.2
editor@jssronline.com
www.cirworld.com, www.jssronline.com

_________________________________________________________________

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1. INTRODUCTİON
In the last few years, marketing has witnessed many developments in Turkey as well as in the rest of the world.
The change in the profile of consumers has affected their buying behaviors and habits.As a result of this, new
marketing strategies have been developed. Additionally, modern marketing concept pravailed the market instead
of tradational one.
Both in national and international arenas, marketeers are always inclined to the areas which will make a
difference between them and their rivals.Therefore, in order to be able to understand consumers, marketeers
need to analyse the consumers’ behaviors and arrange consumer segmantations accordingly.

2.CONSUMER BEHAVIOR AND FACTORS AFFECTING CONSUMER BEHAVIOR

Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. (Durmaz and
Jablonski, 2013: 61). The study of consumer behavior does not only include reasons for buying but also the
consumption process of the consumer at large. In the entire process of buying , consumers get driven by
influences such as feelings, motivation, income, lifestyle, opinions, culture, personality etc ( Srivastava, 2013:
786).

Through the application of sociology, psychology and demographics, marketers can begin to understand why
consumers form attitudes and make decisions to purchase. Consumer-behavior studies inform marketers,
advertisers and public agencies how product and service selection is influenced by personality, perception, values
and beliefs. For marketing, these influences are studied in the context of demographics, which includes ethnicity,
age, marital status, size of family, income, education and employment (Kirchheimer, 2013: 1). Factors affecting
consumer behaviors are stated in the topics below (Durmaz, 2008: s.36):
1. Cultural Factors: Cultural factors are categorized in 3 sub-topics, which are; Culture, subculture, social class.
2. Social Factors: Social factors have 3 subcategories; reference groups, family, roles and statuses.
3. Psychological Factors: It’s divided as; motivation, intution, learning, perception, attitude, personality, belief and
manners.
4. Personal Factors: One of the most important factors affecting consumer behavior is personal factors.

Social factors, which is the main theme of this study and one of the topics of behavioral sciences, are examined in
details below.
3. SOCIAL FACTORS AFFECTING CONSUMER BEHAVIOUR
Social factors that influence consumer purchasing include family, peers, roles and status. Family members such
as a spouse, children and parents can exert strong influence on the consumer’s purchasing behavior. Peer
pressure is also a strong factor that determines a consumer’s purchasing choices. Everyone belongs to a group of
some sort, from friends to neighbors and coworkers. Rather than get left out, people purchase products that make
them fit in. A person’s role in life, for example as a manager and the status that comes with the position,
determine certain purchasing choices (Jonathan, 2013:2).
A consumer’s behavior is also influenced by social factors, such as the consumer’s reference group, family, and
social roles and statuses (Pandey and Dixit, 2011: 24).

3.1. Reference Group

A reference group is any group that an individual belongs to, such as a sorority, coworker cohort, or the sixth
grade (Black, 2013: 1). A reference group can be defined as an imaginary designed or real individual or a group
which has an important relation to each one’s behavior,request and assessment ( Guzman, Montan and Sierra,
2005: 2). Social scientists define reference group as a determiner of behaviors ( Bearden and Etsel, 1982: 183).
A reference group is a group which an individual uses as a base while forming his/her values and manners and
very important with regards to consumer behaviors. They give information to their group members about special
products and brands and provide individuals with the opportunity of comparing the manners and attitudes of the
group with their own thoughts.They affect individuals in accordance with the norms of the group (Schiffman and
Kanuk, 2010: 351). Reference groups especially determines the desired and undesired products ( Makgose and
Mohube, 2007: 64). Moreover, they are inclined to affect choice of products, information process, form of manner
and shopping behaviors of consumers ( Lanchance and Beaudoin. 2003: 27). Marketing managers feel a need
for defining reference groups along with consumers in the target markets which they have determined. Because
reference groups have the power of affecting lifestyles, manners and self-expressions of consumers. Reference
groups usually have opinion leaders. These leaders have an important role in reference groups.For example,they
are definitely invited opening nights of touristic facilities or anniversary celebrations.( Hayta. 2008: 44).

3.2. Family
Family can be defined as social group which consists of two or more people living together as a result of
marriage or kindredship ( Odabaşı and Barış. 2011: 245). A person is affected form his/her environment while
s/he is growing up and family members have a big influence on buyers. We can classify this influence as opinion

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givers, decision makers, influencers, buyers and users ( Arslan. 2001: 92).Impact of family is an important matter
and a sosiological factor in terms of consumer behavior. Family is the smallest unit of a society. Family structure,
culture and roles of the family members vary from country to country.In every stage of buying, family members
are affected by each other. In some families,father is at the forefront, his role is important in the process of
decision-making. While in others mother and children have priority ( Maksudunov, 2008: 63)
3.2.2. Family Life Cycle
Family needs and expanses changes in time, therefore the term ‘’family life cycle’’ is used by merketeers to
explain this change ( Salomon and at all, 2010: 435). Family life cycle stages are as follows ( Khan, 2006: 73):
1. The bachelor stage: Young and single is characterised by being young which can stretch upto 35 years of age
and not married. Some singles live with their family, others live independently. They have an average age of
about 24 and are free from worldly cares, live an active and carefree life. They do not have financial obligations.
They manage their affairs themselves, and are fond of sports and other recreational activities.
2. Newly married couples: Young no children (empty nest). After getting married, the life style changes slightly.
They lead a joint life style. They share new experiences and responsibilities. Start spending on furnishing and
household goods. They also tend to have a dual income and spend heavily on outings, vacations, luxury,
restaurants, meals, etc.
3. Full nest 1: Young married with child. With the addition in family, purcheses are concentrated on baby foods,
clothings, medical care, health products. A change is brought about in the lifestyle and most activities revolve
round the care of the child. Discretionary funds are also reduced.
4. Full nest 2: Older married with children. More children lead to more expenses. Children start going to school
and there is more expenditure on books, stationery and college fees. Toys, bicycle, insurarnace also become a
pert of the expenses, parent start spending less on themselves.
5. Full nest 3: Older married with dependent children. Income is high at this stage. Parents grow older. They
become experienced buyers and are less interested in new product purchases. Expenditure high due to
replacement buying luxury products.
6. Empty nest: Older married with no children living with them. Financial position stabilises and there is no
expense on children. The couple is free to enjoy their own pursuits and spend on luxury or self-improvement
items and medical care.
7. Solitary survivor: Older single retired people. Retired people living alone after the death of a partner. Life
becomes lonely and income may reduce due to retirement. This again changes the consumption pattern and
living style of old people.

3.3. Social Roles And Statuses

Activities and behaviors which determine the position of an individual is called ‘role’ (Demet, 2008: 18). Positions
of individuals when they attend to foundations, clubs or institutions can be dealed with in terms of role and status.
For example; a women plays the role of a daugther to her parents but in her workplace her role is the one of
product manager. Each of these roles has an effect on the behaviors of consumers. Every role has a status in the
society.Protucts can function as a symbol of statutes according to social classes, geographical conditions and
time.Contractors’ using Mercedes is one of the best examples of this in Turkey (Abıcılar, 2006: 25).

APLICATION
4.1. Purpose And Scope Of Research
The purpose of this study is by shedding light to the managers of founded and will be set up business and
especially to the marketing department, which provides to development of country and which leads that the
consumers are better known by them and beter quality goods, services and ideas will be presented In the 1950s,
"contemporary (modern) marketing concept" expresses the consumer-oriented businesses. What, when, where
and at what price and why wants consumers, these questions were asked firstly about forty years ago. In other
words, get to know people has become more important.

Methods And Sample

In this study as data collection method questionnaire was preffered to obtain objective data and to interpret the
first order, that person is the source or first hand. Questionnaire has been prepared according to the
‘funnel’technique, that means from general to special. . Assumption of this technique, wenn the special questions
are asked at first place to the surveys, they will be probably avoided.
Research data, by sampling the group of Turkey consumers , consist of multiple choice questions for the
questionnaire.

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Limiting Of İnvestigation
In the survey, From each region two provinces are selected by random sampling method. A face to face survey
was conducted on 100 people from each province and in total 1400 people participated in the survey. Althougth it
was aimed over 1400 people, reasons like limited time, financial problems and difficulty of doing research in an
other country are the limits of this survey.
Results Analysis And Interpretation
The data obtained were analyzed through computer program package "frequency" and the results
were interpreted according to this method.
The most important thing for me is approval of the reference group on the goods and sevices that I will take
Table 1: Family effect

Frequency Valid Percent

Certainly no agreed 167 12.2

No agreed 272 19.8

Undecided 171 12.5

Agreed 432 31.5

Certainly agreed 331 24.1

Total 1373 100.0

Missing 27

Total 1400

Figure 1: Family effect

We aimed to learn how important approval of family is for participants in buying goods and services. In Table and
figure 1; 432 (%31,5) people seemed to agree; 331 (%24,1) people certainly agreed; 272 (%19,8) people didn’t
agree and 167 (%12,2) people certainly didn’t agree.
As a result, approval of family is an important factor for majority of the participants in buying goods and services (
about % 55.5).
2) The most important thing for me is approval of the reference group on the goods and sevices that I will take

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Table 2: Reference group effect

Frequency Valid Percent

Certainly no agreed 331 24.2

No agreed 249 18.2

Undecided 313 22.8

Agreed 293 21.4

Certainly agreed 184 13.4

Total 1370 100.0

Missing 30
Figure 2: Reference group effect
Total 1400

The purpose of this question is to leran whether approval of the reference group is the most important thing for
participants. As seen in Table 2 ; 249 (%18,2) people didn’t agree; 293 (%21,4) people agreed; 331 (%24,2)
people certainly didn’t agree and 184 (%13,4) people certainly agreed about this. According to this result
approval of the reference group is not the most important factor for more than half of the respondents
(approximately % 43).
Your education level?
Table 3 : Training Effect

Frequency Valid Percent

Illiterate 43 3.1
Primary school 366 26.6
High school 537 39.0
University 411 29.9
Postgradute 18 1.3
Total 1375 100.0
Missing 25
General Total 1400

Figure 3: Training Effect

With this question we wanted to learn participants education level. As seen in Table 7; 537 (41,48 %) people are
high school; 411 (29,9 %) people are university; 366 (26,6 %) people are primary school; 43( 3.1 %) people are
illiterate and 18 ( 1.3 %) people are postgradute.
4) Your occupattion?

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Table 4: Professional İmpact

Valid
Frequency Percent
Teacher 106 7.7
Officer 198 14.4
Worker 259 18.8

Free occupation 242 17.5

Unemployed 104 7.5

Other 470 34.1
Missing 21 100.0
1400 Figure 4: Professional İmpact
General Total

In this question the aim is to learn the occupations of participants. As shown in Table 5;470 (34,1 %) people have
other jobs than these, 259 (18.8 %) people are worker; 242 (17.5 %) free occupation ; 198 (14.4 %) people are
officer; 106 (7.7 %) people are teacher and 104 (7.5 %) people are unemployed.
In which group does your age take place?
Table 5: Effect of Age

Frequency Valid Percent

Between 18-25 406 29.5

Between 26-35 420 30.5

Between 36-45 352 25.6

Between 46-55 137 10.0

56 and above 57 4.1

Total 1372 100.0

Missing 28

General Total 1400 Figure 5: Effect of Age

The aim of this question is to learn ages of respondents.As seen in Table 9 ; 406 (29.5%) people are between
18-25; 420 (30.5%) people are between 26-35; 352 (25.6%) people are between 36-45; 137 (10 %) people are
between 46-55 and 57 (4.1% )) people are 55 and above.
According to this result majority of the respondents are youngs who are between 26-35.
6) Marital satatus?

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Table 6: Marital Status

Frequency Valid Percent

Single 558 40.6

Married 759 55.3

Widow 56 4.1

Total 1372 100.0

Missing 28

General Total 1400

Figure 6: Marital Status

We wanted to learn marital status of respondents with this question. As seen in Table 10; 558 (40.6 %) people are
single; 759 (55.3 %) people are married and 56 (4.1 %) people are widow. It can be seen that more than half of
the respondents are single.
7) Gender?
Table 7: Gender Effect

Frequency Valid Percent

Female 590 40.6
Male 781 55.3
Other 1 4.1
Total 1372 100.0
Missing 28

General Total 1400

Figure 7: Gender Effect

CONCLUSION
The need for understanding and explaining consumer behavior comes from the necessity of marketing concept
directed to consumers. ’’ Consumer behavior is the process of individuals’decisions about how, where,when to
buy goods and services oreven whether to buy a them or not. Consumer who faces various stimuli, reacts to them
under the influence of personal and environmental factors. Out of these stimuli, the research results about family,
reference groups, roles and statutes are being construed. We can sum up the results of data analysis of
interwievs with 100 people from each 2 cities of 7 regions in Turkey.

As a result,
According to this result approval of the reference group is not the most important factor for more than half of the
respondents (approximately % 43).
Approximately more than half of the comsumers, approval of family is an important factor for majority of the
participants in buying goods and services ( about % 55.5).
While buying products the most important thing is not approval of the reference group(approximately % 43).
Here are the demographic structure of the participants;Most of the participants are high school graduates,
Participants have very wide range of occupations, Participants who are between 26-35 age range take the fist
place, Most of the participants are married, More than half of the participants are men.
As a result of the developments in the technology and communication world, it is really important for businesses
to know, understand and guess consumers’ needs and behaviors in order to increase their power in competition.
Therefore, continuity of businesses seeking profit depends on a good analysis of the consumer behaviors and

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factors affecting consumer behaviors, as well as it depends on the ability of the businesses to adapt to and guess
the changes in their environment.

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