Sociological Foundation of Marketing and Implications for Consumer Behaviour

Marketing as an eclectic descipline has borrowed heavily from psychology, economics, mathematics, and sociology. The influence of sociology on marketing and its implications for consumer behaviour cannot be over emphasized. Sociology has lent so many concepts which have underscored marketing thoughts and have provided significant insights into the study and understanding of the discipline of marketing. Concepts borrowed from sociology such as roles, norms, status, society, culture, social groups, reference groups, family life cycle, etc, which deal with individuals/people who are the mainstay of marketing efforts, have helped marketing practitioners to understand the consumer better and how he goes about his purchase decisions based on his relationship with and membership in the group/society which he belongs. These concepts are very relevant to the consumer as he cannot ignore or act in isolation from the groups he belongs which impact on him and vice versa. These all affect his consumption patterns and determine his action at one point or the other. Hence, a thorough knowledge of the contributions of sociology to marketing will help marketing managers to develop, design and implement strategies aimed at superior performance of the firm which will lead to customer patronage and ultimately, satisfaction.