Social factors (purchasing behaviour of buyer in case of bulk purchasing and small unit )

When it comes to purchasing behaviour, whether in bulk or small units, social dynamics play a significant role in shaping consumer decision. Bulk purchasing and purchasing in small units evoke distinct social behaviours, influenced by various factors which is as follows.

Reference groups:

A reference groups is a small groups of people such as colleagues at work place, club members, friends circle, neighbours, family members and various reference groups influence it's members as follows.

• They influence members values and attitudes.

• They expose members to new behaviour and lifestyles .

• They create pressure to choose certain products or brands.

Family:

The family is the main reference groups that may influence the consumer behaviour.

Bulk purchasing often reflects a utilitarian mindset, where consumers priorities cost-effectiveness, convenience, and practicality.

Socially, bulk buyers may be perceived as thrifty or economically savvy, as they seek to maximize value and minimize costs. This behaviour is often reinforced by societal norms that equate frugality with prudence and wise financial management. Additionally, bulk purchasing can foster a sense of belonging as individuals may be influenced by peers , social groups , family etc.

Purchasing in small unit may be not that beneficial as compared to bulk purchasing, purchasing often depends upon various social factors,

For example, bulk purchasing may be associated with family oriented or community minded individuals who priorities the needs of their household.

In contrast, purchasing in small units may linked to individuals who priorities individualistic value.

Roles and status:

An individual's position and role in the society also influences his buying behaviour. Such as, a person holding a supreme position in the organisation is expected to purchase those items that advocate his status .

Furthermore, the rise of social commerce and online communities has transformed the way consumers interact and make purchasing decisions. Peer recommendations, user reviews, and social proof have become influential factors in shaping consumer behaviour, regardless of whether the purchase is made in bulk or small units.

All those factors such as status, roles , family, groups , various association, various club , culture , co-workers, relatives etc are those factors which consider as social fa

Conclusion

In conclusion, the behaviour of buyers varies significantly when it comes to bulk purchasing versus purchasing in small units, reflecting a complex interplay of social, economic , and psychological factors. Understanding these dynamics is a crucial for businesses seeking to tailor their marketing strategies and offering to meet the diverse needs and preferences of consumers in different contexts

The behaviour of buyer are depend upon there needs and the above social factors.

Thank you.

Name : Kamini dasharath Shiralkar .

Roll no : 702

Div : G

SYBCOM

Group no : 9