028 - Zawali, J.

Jumakhan Zawali:

Effects of social and economic constraints on buying decisions of consumers: an empirical study of buying decisions of Afghan consumers



As a general fact, diverse constraints influence households’ buying decisions. Social and economic constraints are usually known as the basic factors that impacts consumers’ choices and their buying decisions. Households are supposed to address their needs concerning the budget they have, meanwhile they do also compel to accommodate the costs to moderate themselves to the social norms and prevailing values of their societies. Social constraints include age, family size, education level, vocation and cultural aspects and economic constraints are constituted from macro and microeconomic constraints.Concerning the overall socioeconomic factors of a country, the impact level of these two sorts of constraints on buying decisions of the respective households, differ. In some countries, there might be the case that households decide mostly based on their economic constraints while in some other societies, social constraints might have more impact on households’ preferences, choices and their buying decisions. The research attempts to explore the effects and scope of socioeconomic constraints in Afghanistan. The findings of the paper pioneer that Afghan consumers are mostly pushed to take their buying decisions based on the social constraints. However, the economic constraints do also impact the buying decisions of Afghan consumers. The paper aims to provide entrepreneurs and relevant stakeholders with accurate information they require to contrive their product, supply and marketing strategies. Further, the information obtained from Afghan producers and suppliers of goods and services back the research findings factually and evidence based. The data is gathered throughout random household interviewee selection from five main provinces of the country, namely Kabul, Balkh, Nangarhar, Herat and Bamyan.

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