SOCIO-PSYCHOLOGY AND CONSUMER BEHAVIOUR

 According to psychologist Gordon Allport, psychology uses scientific methods "to understand and explain how the thoughts, feelings, and behavior of people are influenced by the particular, imagined, or implied the presence of other masses." Essentially, social psychology is concerned with determining how the social environment in which a person's conduct occurs influences that behaviour. Sociology examines human behaviour as a group (society), whereas psychology examines individual behaviour. Both sociology and psychology are interrelated and inextricably linked.

Social situations greatly influence a person's sentiments and thoughts, and one is continually trying to fit in with the social situations at hand. People from the same social class share very similar attitudes, comparable likes in fashion and food, shop from the same kind of stores, and congregate in the same places. Individual behaviour, influences, and decisions in many social contexts are now the focus of social psychology. Not only the amount of people present, but also who you're around, may influence the decisions you make and the behaviours you exhibit. When you're with a group of close friends, for example, you're likely to act differently than when you're with a group of co-workers or bosses at work. Societal psychology covers a wide range of social matters, such as: Social perception, Group behaviour Nonverbal conduct, Leadership,  Conformity, Aggression, and Prejudice. 

Social psychology can be used to better understand people's thoughts, physical and mental health, and personal and professional relationships. In the same way, marketers use socio psychology to better understand consumers' thoughts, feelings, reasoning, and decision-making processes, which helps them achieve their goal of persuading people to buy their products. An example will help us understand it better: suppose a person wants to buy a television; based on his needs, he will conduct research and compare the products of various companies available in the market; he will also ask friends and relatives about their experiences with different companies; he will also visit several stores to inspect the product; and finally, he will make the decision to purchase the product.

Understanding social psychology allows one to better understand the behaviour of customers, business partners, and even employees, which aids in better management and business expansion and extension. Different cultures have an impact on consumer behaviour and social psychology. Social classes, which are defined by socioeconomic criteria such as education and income, can impact consumer decisions. While quality, price, brands, and other factors may have an impact on consumer behaviour, social psychology is also important.