In the lecture we talked about groups and peer pressure, we started talking about groups - A group is two or more individuals who share a set of norms, have role relationships and experience interdependent behaviours. Groups influence the socialisaion process ie they influence what we learn and how we behave. we talked about how consumers belong to various groups, how to categorise those groups and how marketers target theses groups.
There are many different group types such as family, gender socail class, school student, work regular, college friends, neighbours, golf clubs, formal union committies old people, celebrity set sportsmen, and many more.
"From a merketing perpective reference groups are groups that serve as frames of reference for individuals in thier purchase or consumption decisions. The usefulness of this concept is enchanced by the fact that it places no restrictions on group size or membership nor does it require that consumers identify with a tangible group ie the groups can be symbolic such as owners of successful small businesses, leading corporate chief executive officers, rock stars, golf celebrities". (Consumer Behaviour, SCHIFFMAN)
A reference groups influence is more powerful and important for purchases that are luxuries rather than necessities, socially conspicuous or visible to others.
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