Psycho-sociological and Educational Factors Impacting Saudi Families' Consumer Culture

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Dr. Saad bin Muhammad Al Rushoud

Abstract

Personal factors have a significant influence on shaping consumer culture and directing consumer behavior in a way equal to cultural factors; the prevailing cultural mode in  society,class disparity as per income, profession, educational level, and social participation.


 Similarly, social factors affect the consumer. They are reflected in their behavior, dealings, and the formation in society of a consumer culture. This latter determines the reference group which has a direct influence on the attitudes or behavior of individuals, as well as the family to which the individual belongs,its behavioral trends, the social status and responsibility assigned to them                                                                                                  


Moreover, there is a set of psychological factors that affect the behavior of consumption among individuals related to the setting up of a consumer culture in Saudi society. These factors  include motivation since individuals seek to buy their most needed goods and services which fact represents stability of being. This is also to mention that individuals seek to meet other needs of lesser importance.                                                        


Finally, consumer culture from an educational perspective is an expression of the personality’s value, its beliefs and philosophy. The educational perspective studies those values, beliefs and philosophy of reality from which the consumer emanates. By so doing, the educational perspective would be able to diagnose aspects of consumer behavioral defects, and then  use practical mechanisms capable of treating and changing them. This is true because one of the most prominent roles of education is: developing, and changing        human behaviour.                                          

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