Group and Personal Influences On Consumer Behaviour

GROUP AND PERSONAL
INFLUENCES ON CONSUMER
BEHAVIOUR
by:
EMA MITTAL
PRAVEEN SAINI
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are
trademarks used herein under license.
WHAT ARE GROUPS?
 any person or group of people who
significantly influences an individual’s
behavior
Input 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
activities
Activities 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 GROUPS
PRIMARY 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: family
SECONDARY 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 groups
INFORMAL 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 ind. 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 sense
VIRTUAL 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 manual
SELF 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

Group and Personal Influences On Consumer Behaviour

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