Question

how does attitude and social norm affect consumer behavior?

Answer 1

Consumer behaviour is the study of how individual customers, groups or organizations (consumers) decides to select, buy and use different products and services i.e. what is their behavior.

Attitude and social norm is related to the perceptions and belief of a particular person who keeps it about everything and his behaviour which he is expected to show to society. These attitudes and social norms effect the consumer behaviour in the following ways:

• While deciding to buy any goods, the first thing the man considers is his attitude. Originally it is his attitude which drives him towards that good.
• Then the person thinks about the society that what the society expects him to do according to his living standard.
• If a good is important for a consumer than also it is possible that he may not buy it only because thinking of what society will think.
• It is also the social norms which decides what type of goods the person belonging to that particular society must buy.
• Sometimes a person can afford a cheaper commodity but he buys a costlier one ( even by taking loans) just because it can fit to the society he belongs to.
• Sometimes attitudes and social norms forces a person to buy more than one similar type of goods. For example having two-three watcjes, although all have same work.

There are many other ways in which attitude and social norms effect consumer behaviour.