What Are the Sociocultural Factors That Influence Consumer Behavior?

As a marketer or business owner, do you know sociocultural factors that influence consumer behavior?

Everyone —even business owners— has a unique buying habit. We all have something we consider before making a purchase. That’s because many factors influence these decisions. The focus of this post is the sociocultural factors that influence consumer behavior.

Back to the question above, if you are targeting a new location as an online or physical business, you need to understand these factors.

In summary, sociocultural influences on consumers stem from societal norms, customs, values, and traditions. You don’t want to sell a non-vegan product to a group of people whose customs favor a vegan diet.

In this, we will be exploring the different sociocultural factors that influence consumer behavior.

Sociocultural Factors That Greatly Affect Consumer Behavior

Studying the sociocultural factors that influence your customers can help you understand how to present your messaging as well as who your target market is or should be.

The following are the sociocultural factors to consider when planning your marketing campaign:

1. Culture 

Culture, perhaps, is one of the most potent sociocultural forces that shape consumer behavior. It encompasses a society’s beliefs, customs, language, rituals, and symbols. As a result, cultural influences dictate what is considered acceptable, desirable, or taboo within a particular community. 

For instance, the following entities are heavily influenced by culture:

  • Dietary preferences
  • Clothing styles 
  • Leisure activities 

On the other hand, culture influences consumer behavior in the following ways:

1. Through values: The culture of a place shapes individuals’ values and beliefs, which in turn influence their consumption decisions

2. It dictates what is acceptable: Cultural norms and customs dictate the acceptable behaviors within a society, including consumption practices, for example, dressing, communication, gift-giving customs, etc

3. Language and communication pattern: Cultural differences in language and communication styles impact marketing strategies, how customers perceive your product (does it ignore their culture), and consumer preferences.

4. Design preference: Cultural preferences for aesthetics, such as color, shapes, symbols, and artistic expression, may influence how your customers relate to your product design and packaging

Therefore, as a business owner, you must tailor your marketing strategies and product offerings to prevailing cultural norms, especially if you are targeting a new geographical area. Your product should resonate effectively with your target consumers. 

2. Social Class

Social class is another influential factor that influences most purchases. Individuals belonging to different socioeconomic groups often exhibit different preferences toward brands, products, and services. 

For example, luxury brands target affluent consumers by emphasizing exclusivity and status symbols. Higher social classes usually prefer prestigious brands that align with their status. 

Conversely, those in a lower social class may be more interested in budget-friendly options. Therefore, value-oriented brands appeal to budget-conscious shoppers. 

The social class of a consumer can determine their perception and attitude towards your products. A higher social classes may associate certain brands after considering the following:

  • Exclusivity
  • Quality
  • Status

However, those in the middle or lower class may consider the following:

  • Price
  • Durability
  • Functionality
  • Quantity
  • Quality 

Social class influences consumer behavior and shapes their preferences and priorities across various aspects of life.

3. Reference Groups

A reference group is a group of people that individuals compare themselves to, refer to for advice, or use as a standard for evaluating their attitudes and decisions—likewise, a standard for assessing behaviors and values. 

Reference groups are usually composed of friends, colleagues, and social networks that exert considerable influence on consumer behavior significantly. 

Many times, people tend to conform to the expectations and preferences of their reference groups to gain acceptance and approval. Thus, the influences of these peers also affect how they perceive brands or services.

The following are ways reference groups affect consumer behavior:

  • Establishing norms and expectations required for members to gain approval.
  • Offer opinions, cues, reviews, recommendations, and experience to help members of the group.
  • Usually, consumers conform to norms established by reference groups to gain acceptance and approval or avoid rejection from the group when deciding what to buy or consume. 
  • Reference groups can create aspirations and ideals that consumers strive to achieve
  • Endorce brands and products to group members to signal their membership, identity, or social position within society

These can help you leverage the reference groups, engage with them, and invest in marketing strategies that target them, such as influencer marketing. 

4. Subcultures

Subcultures are smaller groups within a larger culture. They are formed based on shared interests, beliefs, or characteristics and may be defined by factors such as ethnicity, religion, age, or lifestyle. 

Subcultures shape consumer behavior by fostering unique consumption patterns and preferences. 

For example, older generations, millennials, and Gen Zs may have different preferences for technology, brands, sustainability, and experiences. This can significantly influence their brand choices and purchasing behaviors. 

The following are the characteristics of subcultures and their consumer behavior patterns:

  • Subcultures provide individuals with a sense of belonging and identity
  • They usually have unique consumption patterns and preferences that reflect their values, interests, and lifestyles
  • They develop their symbols, language, and signifiers that convey meaning within the group, including clothing styles, music, and rituals.
  • They drive product innovation by creating new demands for niche or specialized products.
  • They can influence broader consumer trends by setting new styles, tastes, and cultural norms.
  • They use word-of-mouth recommendations, as individuals trust the recommendations of like-minded peers.

Therefore, businesses must recognize and cater to the diverse needs and preferences of various subcultures to foster meaningful connections.

5. Social Norms and Values

Social norms shape the consumer mind because they encompass accepted standards of behavior within a society. Subconsciously, most people conform to societal expectations and values concerning ethical, environmental, and social issues. 

Consumers often approach and buy from brands that evoke values aligned with their own, such as:

  • Sustainability
  • Diversity
  • Social responsibility

People also tend to conform to social norms to fit in or avoid social rejection. For instance, if a product is considered trendy, people will buy it to avoid being outcast from the crowd. 

Ethical considerations also influence consumer behavior as people tend to buy products that demonstrate social responsibility. Owing to this, businesses that demonstrate a genuine commitment to these values resonate more with consumers. As a result, they foster long-term brand loyalty and trust.

6. Cultural Symbols and Icons

Cultural symbols and icons, ranging from national flags to celebrity endorsements, can influence consumer perceptions and preferences. These symbols evoke emotional connections and associations, shaping brand identities and consumer attitudes. 

Brands often leverage patriotic imagery or celebrity endorsements to evoke positive sentiments and foster brand affinity among consumers. 

The following are some of the means by which cultural symbols and icons affect consumer behavior:

  • They evoke deep feelings and familiarity toward the brand and product
  • They influence consumers’ perception of the brand
  • They create a sense of community and shared identity among consumers 
  • They expose the consumers to the brand, thus increasing brand visibility and recognition

By aligning with culturally relevant symbols and icons, businesses can effectively communicate their brand values.

7. Cultural Rituals and Traditions

Rituals and traditions are symbolic activities or ceremonies that hold cultural significance within a society. Therefore, consumers often participate in activities that connect with their cultural heritage and reinforce their sense of identity.

These rituals and traditions influence consumer behavior by:

  • Shaping consumption patterns
  • Purchase occasions 
  • Gift-giving practices

It is important to note that some occasions entail specific consumption rituals and gift-giving traditions driving consumer spending and brand choices. Some of these events include:

  • Holidays
  • Festivals
  • Religious ceremonies

Cultural rituals and traditions serve as powerful influencers of consumer behavior. You can align your products or services with the cultural values and traditions of your customers to allow them to connect more with your brand.

8. Family

Family is the smallest unit of society and is important for several reasons. Many persons are influenced by their family roles, status, and structures. In addition, family members often share consumption experiences, influence each other’s preferences, and jointly make purchasing decisions. 

Hence, family influence can be particularly significant in areas such as:

  • Household purchases
  • Leisure activities
  • Brand loyalty

Specifically, the family can influence consumer behavior in various ways:

  • Serves as role models for consumer behavior where children often emulate the purchasing patterns and consumption habits of family members
  • Through family dynamics, like communication patterns and decision-making processes
  • By installing money values and norms such as thriftiness, luxury, quality, or sustainability 
  • By providing support and recommendations when it comes to household purchases

9. Social Networks

Social networks play an increasingly important role in shaping consumer behavior, specifically through the proliferation of social media platforms. 

Consumers often seek opinions, recommendations, and social validation from their online networks, which can influence brand perceptions and purchase decisions.


Sociocultural factors that influence consumer behavior are diverse and multifaceted. These factors exert significant influence on consumers’ perceptions, preferences, and purchasing decisions. 

As a business owner, you can get ahead by aligning your product, services, and campaign to serve and relate more personally with your target audience.

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