Group Dynamics & Consumer Reference Groups
Meaning and Definition:
Group dynamics means how
individuals form groups, and how one persons purchasing influences the other
individual’s actions. Now-a-days marketers use the concept of group dynamics or
personal influence often as this exceeds the power of company’s promotional
efforts. “A group may be defined as two or more people who interact to
accomplish either individual or mutual goals”.
Types of Groups:
Groups can be classified
in a number of ways like by structure, by regularity of contact, by size, by
membership. Sometimes groups are differentiated in terms of size or complexity
but it is very difficult to state which group to be considered as large or small.
A. Primary Group and Secondary
Group:
If a person interacts on regular basis
with other individuals, then these individuals can be considered a primary
group. Interaction can be with members of the family, with the colleagues, with
neighbours etc., this means whose opinions are valued by that person, on the other
hand, if a person interacts only occasionally with others, or whose opinions
are not important, then this type of group is called secondary.
Difference:
Primary and
secondary groups can be distinguished on the basis of perceived importance of
the group to the individual and the frequency with which the individual
interacts with them.
Formal Group and Informal Group:
This is the second useful way to
classify groups on the basis of their formal nature. If a group has a highly
defined structure, specific roles and authority levels and specific goals then
this is called a formal group. For example, in an organization, a list of all
employees (defined structure), Managing Director, Manager, Assistants etc.,
(specific roles and authority levels), this shows a formal group.
On the other hand, if a group is more
loosely defined, then it is an informal group. For example, four five girls who
become friends in the school and now meet only once a month. For the marketer,
informal social groups are more important because of loosely defined structure
a more conducive environment is available for exchange of information to the
members.
B. Membership Group and
Symbolic Group:
Membership Group is a group to
which a person belongs or would qualify for membership. For example, college
alumni association, IMA, association of doctors, tennis club etc. Symbolic
group is a group in which an individual is not likely to receive membership
even if he/ she acts like a member by adopting that group’s values, behaviour
and attitude. For example, for youngsters cricketers like Sachin Tendulkar,
Sourav Ganguly etc. may constitute a symbolic group. They try to identify with
these players by imitating their behaviour like the style or sometimes by
purchasing specific brand of bat, gloves, dress, ball etc.
C. Consumer Relevant/Reference
Groups:
To understand in detail the kind of impact
specific groups has on individuals, let us study six basic consumer relevant
groups:
1. The Family:
It is seen,
that from childhood an individual needs and consumption decisions are influenced
by his/her family. Importance of the family in various decisions is based on
the frequency of contact that individual has with other family members.
Moreover, it is in the family an individual establishes a wide range of values,
attitudes and behaviors.
2. Friendship Groups:
The immediate group which an individual
forms after he/she moves out from the house is friendship group. Friendships
are also sign of maturity and independence as they represent a breaking away
from the family and forming of social ties with the outside world. They are
classified as informal groups as they are unstructured and usually lack
specific authority levels.
After family an individual’s purchase
decisions are most likely influenced by friends. Friends fulfill a wide range
of needs like they provide companionship, security and opportunity to discuss
the matter which they can’t with the family members.
3. Formal social Groups:
Formal social groups, as the name says,
lack intimate relationship and they serve different function for an individual.
A person joins this group to fulfill goals like making new friends, pursuing a
special interest, meeting important’ people specially for career advancement or
also sometimes promoting a specific cause (working for the welfare of orphans).
This type of group interests marketers
because members often consume products together, can discuss products or
services or stores informally with other members and sometimes can even copy
the consumption behaviour of other members whom they admire.
4. Shopping Groups:
Two or more people who shop together
this can be either for food, for clothing or simply to pass the time-can be
called a shopping group; people like to shop with others who are pleasant
company or who they feel have more experience or knowledge about a desired
product or service. Shopping with others reduces the risk that a purchase
decision will be socially unacceptable, collective decision is the best in
which none of the members knows about the product to be purchased.
5. Consumer-Action Groups:
Consumer-action groups can be divided
into two broad categories: those that organize to correct a specific consumer
abuse and then disband, and those that organize to address broader, more
pervasive problem areas and operate over an extended or indefinite period of
time.
6. Work Groups:
This type of group also serves as a
major influence on the consumption behaviour of members as they spend a sheer
amount of time at their jobs (around 48 hours per week). Formal work group
consists of those individuals who work together as a team.
Their direct and sustained work
relationship offers substantial opportunity for one or more members to
influence the consumption related attitudes and activities of other team
members. Informal friendship/work groups consists of people who have become
friends as a result of working for the same firm, they may/ may not work together
as a team. Marketers have recognized that work group’s influences consumers
brand choices and sometimes even the store choice, so now they are redirecting
their sales efforts to offices and plants during lunch-hour visits.
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