GROUP AND PERSONAL INFLUENCES ON CONSUMER BEHAVIOUR

BY: RENUSONALIDAMINI

WHAT ARE GROUPS? any person or group of people who significantly influences an individuals behaviorInput from people with whom consumers identify and aspire to emulate enhances credibility about the product and retail choices while also stimulating trial and adoption of the new products

What Is Consumer Behavior?A field of study that focuses on consumer activitiesActivities people undertake when obtaining, consuming, and disposing of products and services

Values, attitudes , behaviors and norms of these groups are perceived to have relevance upon the evaluations, behaviors, and aspirations of another individuals

TYPE OF REFERNCE GROUPSPRIMARY GROUPS :- a social aggregation that is sufficiently intimate to permit and facilitate unrestricted direct interaction. having great cohesiveness, motivated participation, similarities in belief and behaviors. Eg: familySECONDARY GROUPS:- have direct interaction ,but it is more sporadic, less comprehensive, add less influential in shaping thoughts and behavior. Eg: community organization, trade unions, professional association

FORMAL GROUPS:- characterized by a defined structure and a known list of members and requirements for membership develops conformity with in the individuals eg: religious groupsINFORMAL GROUPS:- less structured and are likely to be based upon friendship or interest. effect on ind. behaviour is strong, having more face to face interaction, evolved social acceptance in the people eg: our friend circle

MEMBERSHIP:- when individuals are recognized as members of a groups , having achieved formal acceptance status in the groups it may be formal (eg. Family) or informal (eg. religious groups, trade association)ASPIRATIONAL GROUPS:- exhibits the desire to adopt the norms, values, and behaviors of others with whom the individual aspires to associate. Eg: bollywood, sports team, business leaders

DISSOCIATIVE GROUPS:- groups from which an individuals tries to avoid association. Eg: teenagers dissociate themselves from their parents, peers in dressing senseVIRTUAL MEMBERSHIP GROUPS:- association on the internet, in chat room as virtual communities rather than geographic ones or face to face contact.

TYPES OF GROUP INFLUENCES three types:-NORMATIVE INFLUENCES:- when individuals alter their behaviors or beliefs to meet the expectation of a particular group. here the goal of individual is conformity. eg: brand of car he or she drives

EXPRESSIVE INFLUENCES:- when a need of psychological association with a group causes acceptance of its norms, values, attitudes and behaviors. here the goal of individual is identification with in the eyes of others INFORMATIONAL INFLUENCES:- occurs when people have difficulty in assessing products or brand characteristics by their own observations or contact

HOW REFERNCE GROUPS INFLUENCES INDIVIDUALS by creating SOCIALIZATION by developing SELFCONCEPT by doing SOCIAL COMPARISON by obtaining CONFORMITY

SOCIALIZATION:- it is a process which permits an individuals to know what behavior is likely to result in stability for both the individuals and the groups. it occurs under the influences of various groups whether it is formal or informal. eg: company manualSELF CONCEPT:- what we think of ourselves is self concept. it is greatly influenced in our social interaction by the reactions of others whose values we share or opinions we respect. SOCIAL COMPARISON:- most individuals have a need to evaluate themselves by comparing themselves to others

Some individuals uses reference groups as the yardsticks or benchmark to measure their own performances , behavior, opinions, and possessions. sometimes it is positive and sometimes it is negative also. Eg. Anil Dhirubhai ambani, basketball player consuming steriods.CONFORMITY:- a change in belief or actions based on the real or perceived group pressures. Two types: compliance and acceptance

compliance occurs when an individual conforms to the wishes of the groups without accepting all of its belief or behaviors whereas acceptance occurs when an individuals actually changes his or her beliefs and values to those of the group

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