<![CDATA[This study examines buyer power beyond conventional price-based mechanisms, positioning buyers as collective and ethical agents who shape market outcomes. Drawing on perspectives from capitalism, sustainability, and consumer collectivism, the research explores how demographic characteristics, brand loyalty, life-stage dynamics, and evaluative behaviours influence purchasing decisions and customer satisfaction. Using a quantitative methodology, survey and company data were analysed through descriptive statistics, regression analysis, and chi-square tests. The findings show that age, spending level, brand loyalty, and product ratings significantly predict customer satisfaction, while purchasing preferences vary systematically across life stages. Young single couples and retirees tend to favour mainstream offerings, whereas family groups are more budget-oriented, reflecting differing social responsibilities and financial constraints. These patterns demonstrate that buyer power operates not only through purchasing capacity but also through shared values, feedback mechanisms, and collective behaviour. Overall, the study highlights buyers as socially situated actors whose choices influence pricing strategies, competition, and long-term market sustainability beyond narrow capitalist interpretations.]]>
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