Making his decision, the buyer considers many factors classified in four categories. In many authentic marketing texts, these factors are categorized generally as: cultural factors, social, personal and psychological categories. Although marketers cannot influence many of these factors, identifying these factors is important to identify potential buyers and make products to meet these needs. Each of these factors has a special dimension. Social factors play a special role in the decision of the buyer‟s purchase (kotler and Armstrong, 2006).
Social factors: Social factors are also affected by the behavior of consumers. The social factors include: