Group And Personal Influences On Consumer Behaviour
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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 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 Is Consumer Behavior? A field of study that focuses on consumer activities Activities people undertake when obtaining, consuming, and disposing of products and services
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
Values, attitudes , behaviors and norms of these groups are perceived to have relevance upon the evaluations, behaviors, and aspirations of another individuals
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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 COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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 COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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.
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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 COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
HOW REFERNCE GROUPS INFLUENCES INDIVIDUALS by creating SOCIALIZATION by developing SELFCONCEPT by doing SOCIAL COMPARISON by obtaining CONFORMITY
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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 COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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 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 Is Consumer Behavior? A field of study that focuses on consumer activities Activities people undertake when obtaining, consuming, and disposing of products and services
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
Values, attitudes , behaviors and norms of these groups are perceived to have relevance upon the evaluations, behaviors, and aspirations of another individuals
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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 COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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 COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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.
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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 COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
HOW REFERNCE GROUPS INFLUENCES INDIVIDUALS by creating SOCIALIZATION by developing SELFCONCEPT by doing SOCIAL COMPARISON by obtaining CONFORMITY
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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 COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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
COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.
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