The forces that other people exert on an individual's buying behaviour are called social influences.These come from reference groups and opinion leaders, social classes, culture and subcultures, roles and:

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Family is often cited as one of the most important social influences on an individual's buying behavior. Within the family, individuals may be influenced by parents, siblings, and significant others in their decision-making process. Family members may also share common values and beliefs that can shape an individual's attitudes and perceptions towards certain products or brands.

The Forces That Other People Exert on an Individual's Buying