Sociological Model
Sociological Model
The Sociological Model of consumer behavior says
that purchases are influenced by an individual’s place
within different societal groups: family, friends, and
workgroups, as well as less-defined groups like
millennials or people who like yoga for example. An
individual will essentially purchase items based on what
is appropriate or typical of the groups they are in.
For instance, C-Suite executives expected to be
professional and formal. People who hold these jobs
will make purchases that speak to and uphold this
group’s rules, like formal business wear.
This model can apply to most businesses, especially
those that create products and services relevant to
specific groups. To use the Sociological Model, you’d
want to create experiences that speak to how these
groups usually act. One example is brands that sells
exercise equipment.
You sell to and appeal to consumers that are part of a
societal group that likes to workout. To delight those
customers you’d want to sell to their desires, like
equipment that improves performance or an insulated
water bottle that stays cold and leaves them satisfied
during their breaks. By doing this, you’re speaking to
the consumer in that specific group and showing them
that your product will help them retain their position in
that group.
Family Decision
Making Model
Family Decision Making Model
Family Decision Making is a
concept in marketing and consumer
behavior where an individual
decides to buy a certain product after
deciding it along with his or her
family. Family decision making is a
collective decision by the family,
even if the individual is going to buy
the product or service entirely with
his/her own money.
Every individual has his/her own
taste of buying and consumption.
This pattern is largely inherited by
the family or the people surrounding
the individual. The buying behavior
of the individual depends a lot on
age, gender, location, income and
willingness to spend. The family
memebers which comprise of
parents, siblings, grandparents and
relatives play a very important role
in deciding what to buy and what to
not buy.
The person generally discuss with
the family memebers before buying
any product which largely influence
his/her decision. Most of the
economists have ignored the family
decision making in their theories and
concepts which actually plays a
huge role in demand of goods and
services.
Family Decision Making Model

For example, a bachelor guy may freely spend money on spirits and beverages,
attending late night parties at bars and gadgets but once he gets married, his
buying pattern changes. He is more interested in buying mutual funds, insurane
or house. If there is a child, more money is spent on toys, nutritious food and
education. Similarly, a wife/mother can also buy a men shirt or perfume for her
husband or son which she could not have done as a single lady.
Roles in Family Decision Making

Individual memebers perform different roles in a family which ultimately leads to a unique buying
tendency of the family as a whole. These roles are:
▪ Information Gatherers or Gate Keepers - These are the individuals who share information about
the product of relevance among the family members. These people have great power as they can
selectively transfer information which they favour and discard any information which are not liked
by them, thus playing a crucial role in family decision making.
▪ Influencers - These people do not have the power to buy things but they have great power to
influence the decision. For example, hildren in family can really influence the decision for which
movie to watch at the movie theatre.
▪ Decision Maker or Decider - The decision maker has the power to decide whether to buy or not,
what tobuy, when tobuy, where to buy, etc.
Roles in Family Decision Making

▪ Purchaser or Buyer - The purchaser is the one who actually purchase the items following the orders
of the decision maker. But he can also decide the product in case of unavailability of product or may
or ma not buy according to his/her will.