The buyer is the final consumer and buys the product selected by the decision-maker.The family is also an important factor that influences the development of certain attitudes on different issues such as politics, social relations, society, or personal matters. A family influences the consumer habits, perceptions, and the products bought by its members especially foodstuffs, clothes, health facilities, and education (Belk, 1975). People will always want to buy similar products as those bought by the family members even after moving out. For instance if a family was not consuming carbonated drinks due to their health problems; there is a likelihood that somebody from that family will not consume the drinks after growing up since the person never used the product during childhood. The social status also influences the consumer’s buying habits such as the profession, the job rank, family position, and his gender.The cultural environment in which a consumer belongs such as the culture and the society influences the behavior of an individual. An individual may be influenced by his friends, family members, or the cultural environment to buy a particular item. For instance in the Western countries invitations for a drink or dinner at home is a common habit but in the countries like Japan, the local norms do not advocate for such invitations. Going out with friends or going for tours is more valued (Moutinho, 1987). Sub-cultures influences the buying habits of consumers and may include nationalities, ethnic groups, gender of the individual, religions, and age groups. For instance, some types of cosmetics are common to certain populations such Africans and Indians. Social classes also have an influence on the type of commodities the consumers buy. There are similar values, interests, behaviours, and lifestyle by similar social groups especially on the products they use. Some groups with a high income prefer shopping from the internet and are always on their computers placing bids (Limayem, Khalifa, & Frini, 2000). There are several categories of social classes such as lower class, middle class, and upper class, which tend to have various desires of commodities in the market. Different classes will watch different TV shows, play different games, and wear similar types of clothes among others. For example, the political class in Africa has the tendency to play golf
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