Other Social Factors

Today we continue our talk on Social Factors like Roles and Status.
Roles
An individual may participate in many groups. His position within each group can be defined in terms of the activities he is expected to perform. You are probably a manager, and when in your work situation you play that role. However, at home you play the role of spouse and parent. Thus in different social positions you play different roles. Each of these roles influences your purchase decisions.

As a manager, you would like to buy clothes which reflect your status within the organization, such as safari suit, three-piece suit, tie, leather shoes etc. But at home where you are in a relaxed and informal situation you may wear shirts or any comfort dress.

Status
Each role that a person plays has status, which is the relative prestige accorded by society. Status is often measured by the degree of influence an individual exerts on the behavior and attitude of others. People buy and use products which reflect their status. The managing director of a company may drive a Mercedes to communicate his status in society. He may go to Europe or U.S.A. for a holiday, rather than going to Mussoorie or Ooty.