Group Influence on Consumer Behaviour

In: Business and Management

Submitted By khokonadm
Words 2177
Pages 9
INTRODUCTION

Each consumer is a member of a culture, various subcultures, and a social class; most of us belong to a number of different groups and almost would like to belong to several others. A group is defined as two or more individuals who share a set of norms, values, or beliefs and interact to accomplish individual or mutual goals. A group becomes a reference group when an individual identifies with it so much that he or she takes on many of the value, attitudes or personal standards of group members. The degree of reference group influence varies across product and brands with factors such as (1) the visibility to the group, (2) the necessity/non-necessity nature of the product, (3) the level of commitment the individual feels to a group, (4) the relevance of the behavior to the group, and (5) degree of individual’s confidence in his own judgment in the purchase situation.

DESCRIPTION

The majority of people belong to more different groups at the same time and frequently they want to be included in other groups as well, but in a specific situation they report themselves to a single group. When a new situation appears or the conditions change, the individuals may report themselves to the rules of another group which becomes the reference group for the given situation. Most people prefer to adapt, more or less, to the group's rules, from politeness or the desire to not be left aside. The norms are the general, common expectations of behavior that are considered appropriate for everybody in a social context, indifferent of their position. A group's norms cover usually all the important behavioral aspects for the functioning of that group and breaking those rules can bring up penalties.

A group is defined by two or more persons that share the same norms, values and beliefs and have certain relationships with each other so their behavior becomes…...

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