A THEORETICAL APPROACH TO SOCIAL FACTORS INFLUENCING CONSUMER BEHAVIOR

This study was conducted in order to provide theoretical general information about the social factors affecting consumer behavior. The study includes theoretical approaches related to social classes, characteristics of social classes, social classes by income, consumption inequalities, effects of family on consumption, effects of culture and reference groups on consumption behaviors. It has been dec that consumption may vary not only dec families belonging to the same social class, but also between families belonging to different social classes. The main social factors affecting consumer behavior are family, roles and status. Social factors have a direct impact on the consumption and purchasing behavior of people. Consumer behavior is an action that affects not only individuals and societies, but also countries and national economies. Due to these characteristics, it is highly important to raise public awareness of the issue and conduct research on it.