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Culture as the main factor of social determinant of consumers behavior
(ДВНЗ «Київський національний університет імені Вадима Гетьмана», 2012) Rajevic, D.; Čiaček, J.; Pajic, S.
The social (sociological) factors are very important in the formation of long-term habits of consumer behavior. To explain the need for a certain product or service, it is necessary to understand the social determinants of demand. The influence of social (sociological) factors on the behavior of consumers had developed and changed in accordance with the social and economic development of population. It directly influenced the increase or decrease of the standard of living,because with socialization, human as consumer accepts values,beliefs, and customs and so on, acquired by education and upbringing, and changing some habits that are not socially acceptable. The fact is that human cannot be extracted from the environment in which it lives, because every individual has the same biological needs, but depending on where one lives, to which civilization, culture or subculture belongs to, there are more or less differences in behavior. The process by The social profile of consumers is determined by the influence of external factors, because it lives in a complex environment that affects its behavior. Social environment has a primary influence on forming personality of the individual, and thus the behavior is the result of such influence.