Social Influence On Consumer Behaviour

2.3- Effect of social factors on customer luxury purchasing decision. Social factors influence customers who build the luxury buying decision by motivation of others not from their self-perception and values. Customer is focusing on his image in others' eyes and strongly influences by friends, co-workers and social class that he belonging to. In customer buying decision the most important motivator is delivering message of his uniqueness, prestige and power to the society. People consider buying luxury brands that unique, scarce and expensive in comparing to the brands in its category is an indicator of the person's prestige, image and social status (Sheetal, 2015). Customers that has external locus of control and influenced by others opinions

Status, conspicuous, susceptibility to normative influence and uniqueness values have a strong impact on customer buying decision of well-known brands (Ling, 2009).

Subjective norms has strong influence on customer attitude and strongly influence customer buying behavior. For collectivistic culture, the customer is strongly influenced by the subjective norms than his own attitude. Also he considers what society says importance, is the thing who more important than his own evaluation. Also the customer influenced by subjective norms buys the luxury brands for imitate the peers from the same social class (Sanyal, Datta and Banerjee, 2014).

Customer that seeks for differentiation and uniqueness among peers and in front of society buy the most expensive brands that society and customer perceived as luxurious, few and rare. For the eastern culture, the customer buying decision is not his own decision build on his own evaluation but it is a decision made by in-group evaluation and criteria. So well-known brands advertising campaign in eastern culture focus on family as a source of advertisements while advertising campaigns in western cultures focus on the individual as a source of advertisements (Wong & Ahuvia,

One's own motivation and behavior are connected with over all society perception. Persons are connected and belonging to society and there are no place for uniqueness and differentiation between members. In interdependent self-construal, person perceives that he integrate others. In making buying decision, customer put the society as a considerable part has strong contribution on the buying decision and the satisfaction from this decision. In interdependent cultures, what the society perceive is more important than what the individual perceive (Markus, 1991).

Interdependent customer is connected to the society, appreciating others perception and values in taking decisions to prove his belonging to this society, able to read others ideas and buying decisions target to be in harmony with society (Markus,