Groups Influence on Consumer Behaviour - Essay Example

Groups’ influence on consumer behaviour School Affiliation: Introduction Human beings never live in isolation. They normally live with others in different places. The implication of this rests on the idea that the choices they make depend on a number of factors. In regards to this, it is the intention to clearly capture how consumer behaviour is influenced by groups. The social nature of human beings predisposes them to this phenomenon. Consumers of different products make different choices at different times. The choices that they make are influenced by a number of factors. Psychological, personal, social and cultural factors play a big role in the decisions taken before making purchases. These factors may be controlled by the marketer though a large number of them are beyond the marketer’s control (Solomon, Bamossy, Askegaard and Hogg 2009). Cultural factors Culture as a way of life holds a huge place in the lives of people. In specific reference to India, cultural factors are thought to wield much effect on consumer behaviour. Cultures differ from one place to another as does the consumption patterns. In this regard, it is suspected that the different cultures shape the choices in relation to consumption choices differently. It is on this basis that a look into the role played by culture, sub culture, and social class is examined. Culture passes as the most fundamental factor that determines what a consumer requires. It equally affects the behaviour of individuals. As a child grows up, her expectations are shaped by societal culture. It is through culture that a person gets to learn the demands in day to day life. For instance, a child growing in the States will realise the components of needs necessary to exist. A person from the African continent will also learn on the basis of the African culture. It should be noted that the individual in USA will definitely hold different needs as basic in comparison with an African. It is on this basis that culture is presumed to play a significant role in addressing the consumption behaviour of individuals. Subculture In each culture there are sub-cultures. The sub-cultures provide more identity to members. In the United States, nationality groups like polish, Puerto Ricans etc hold distinct preferences. It is thus no surprise that they will take their choices depending on nationality preferences. The Jewish group also holds a host of taboos which affect their consumption habits. It is established that different sub-cultures hold different preferences. These preferences are expected to hold considerable influence on the consumption choices taken by various individuals. Social class It is a virtual feature that cuts across all human societies with few exceptions. Stratifications in society take different forms. A caste system is a form of grouping dominant in India. The most common stratification is based on social class. Social classes are differentiated on the basis of wealth or riches held. Occupation, income, education and value orientation offer part of the variables that define ones class (Desmond 2003). Social factors play an important role in choices made by an individual concerning product consumption. Reference groups thus arise to determine the choices taken by individual consumers. The social factors are referred in regards to the role they play in shaping individual perceptions. The idea that choices are made based on perceptions cannot be easily wished away. The so called reference group offers a framework upon which a group influence on consumer behaviour can be studied. The term ‘reference group’ comes about because there are indeed groups that a consumer associates with or refers to while making certain choices. The realisation that such groups come in different forms takes the topic to another level altogether. In light of this, it follows that certain groups should be explored so as to clearly bring out the spectacle. The aspiration group represents one such centre of influence to individual consumers. This group represents a group of people that an individual consumer would like to be compared with. It is no surprise that many advertising firms make use of successful people to lure the people. The use of successful people is a marketing gimmick that serves the advertising businesses employ to much success. The aspiration group as remarked above is a representation of successful people. Normally, individuals would aspire to be associated with such people. In the mind of consumers, they will be persuaded to make purchases on this basis. Individuals are convinced that by buying products that are used by supposed stars will bring them to bar (Schiffman and Kanuk 1999). World icons like David Beckham appear to be the ultimate successful people. Popular leaders like Barrack Obama arguably pass as the people to emulate. In reference to this, if an individual consumer aspires to the same position of popularity, they believe that similar or replica achievement can be attained by adorning similar products as the ones by the stars. Those people who are successful in the community may serve as inspiration to the society. In this regard, society members may be tempted to purchase products similar to the ones bought by this class of people so as to deceive the public that they are also successful. This may be used to explain why sporting teams like football clubs enjoy huge sales. Sports teams like Manchester United, Arsenal football club, Real Madrid and Barcelona are examples. Due to the success achieved by these teams, the fans of their fans are held as slaves. They simply cannot stand going without jerseys of these teams. As consumers, the fans aspire to enjoy same success though they may never achieve it. The family group is one such group that imposes restrictions that an individual buyer makes. It is a fact that family members especially of the first family hold a lot of sway when it comes to making purchases. The parental orientation gives an individual biases on likes and dislikes. So as an adult, such individuals hold opinions on what should be purchased. On the same issue, if an individual lives with parents, then the individual would be hard pressed to make certain choices. Inside the nuclear family, the wife and husband need to compromise on what is bought (Engel, Blackwell and Miniard 1999). It is thus hypothesised that family orientation holds much influence on consumer choices. Our perception only presents an approximation of reality. It is premised on what the individual in question’s brain makes. It is thus a bias that is held dear. If an individual has been brought up in a family that glorifies a certain product, chances remain high that the individual will continue in the same vein. This is an aspect that is reflected until the latter stages of an individual’s life. Though our perception may be way off the mark, it is given that it is a great determinant of the choices taken in regards to consumption choices. The other group referenced to is the associative group. This is a group of individuals that realistically appears to represent achievable positions. In this case, an individual compares with another. This however captures only individuals who are close in status. This would include co-workers, church members, club members, and neighbours among others. Teenagers and students present the other groups (Chisnall, 1994). As individuals that closely work together, certain issues may arise that interests another on the basis of what they see from the others. In this instance, one individual becomes a reference point. It thus emerges that certain individuals will copy the lifestyles of others. The copied people in this case become something of a role model. So the admirers would want to use the products used by the supposed icon. In this regard, the icon amongst a group will influence the consumption behaviour of the others. This will be reflected in the kind of places they hang out, the kind of products they purchase etc. It is on this basis that it is argued that the associative group influences the consumption choices made. Another point considered is premised on the need to comply. People who work together have a certain way of doing things. They dress and attend events in a certain way. It is thus necessary that individuals conform. This conformity is based on the idea that individuals rarely want to come out as outcasts or rank outsiders (Assael, 1998). In this case, even if an individual has different needs, they would make efforts at remaining at the same level with the rest. The dissociative group represents the other group. This is basically a group that an individual would not wish to associate with. To cite a specific example, the younger generation for instance the teenagers do not wish to be compared with the older generation. The dissociative group is typically associated with negative things. The negative issues may not be necessarily bad. The negativity arises from a dislike. Such may also arise out of the need to show a disconnection between groups. The aging generation holds certain ideals. Equally important it is noted that the young generation also has certain ideals considered worthy. The surprising thing is rested on the idea that these two positions clash. As a result no group wants to associate with the other in relation to certain choices; the choices include the hanging out joints, the dress code, and consumed products. It is on this basis that the realisation is made that the young generation would do everything to avoid making choices similar to the older generation. This is captured by the demand for fashionable goods especially clothing (Foxall, Goldsmith and Brown 1998). In another instance, the dissociative group may make people detest making certain purchases, for example, if a person feels to be from a different class, s/he may avoid certain products on the belief that it belongs to a lower class (Packard 1981). In this case, people do not want to buy products which they believe are meant for the classes below theirs. This clearly points out that somebody can base their choices on the basis of class. The various reference groups bestow different requirements on different types of people. The primary groups are known to impose a high degree of influence on its members. Due to the regularity of meeting among the primary group members, the burden to conform is heavier. As opposed to this, secondary groups appear to hold lesser degree of influence on the members. The influence is highly reduced as the regularity of meeting is lesser (Hall, 2005). On the basis of another typology, reference groups are premised on the knowledge of information. In this regard, the influence is on the basis of information held by an individual. On the converse, there is the normative group. This group’s influence is premised on the perception of what constitutes what is good or bad. It is thus premised on identification. In reference to this group, members are expected to follow what is known to be right. The main differential between these two groups rests on the individual’s drive to compliance (Mackay 1997). In reference to the normative case, the individual complies on the basis of utilitarian reasons. In the case of normative kind of grouping, an individual will for example adhere to societal styles of doing things. This includes shopping for clothes and other groceries. Christians and Muslims have a kind of acceptable dressing code. Business companies, schools and other organisations also have their dress codes. The dressing is complied with not on the basis of a liking but on the basis of demand. This implies that the compliant simply wants to improve his chances of success in regards to his career development. This has nothing to do with his preferences in person. It is thus held that such an individual would be tied to make certain consumption choices so as to fit into the place of work (Patterson 2008). That is to help career as no real motivation exists. Muslims wear their religious clothes not because of individual motivation but because they want to conform to the religious set dressing code. This should not be misconstrued to mean that all of them fall in this category. But an important aspect that can be discerned from their adherence is not based on anything apart from religion. It is thus clear on how a religious leaning can arise to influence the consumption choices taken by individuals (Princen, Maniates and Conca 2002). Other religious faiths also impose certain requirements as in regards to what should be consumed. The Christian faith is known for its prohibition of alcohol consumption. It should be noted at this stage that not all Christian faiths subscribe to the idea. One Christian denomination, SDA, does not allow consumption of alcohol. In this regard, believers are constrained in reference to choices of drinks they consume (Friedman 2007). Conclusion Individuals do not live in isolation. This is amplified by the fact that human beings remain to be social animals. The nature of this life means that they have to interact in the course of their lives. This form of interaction is the precursor to group formation. Different groups hold different values and ideas. Such ideas shape their opinions, perceptions and choices. It is on this realisation that the remark, social classes inform individual consumption choices, is held. This is supported on the basis of the evidence presented in this paper. However, the exact extent to which groups influence consumption behaviour remains unclear. References Assael, H 1998, Consumer behaviour and marketing action, 6th edition, Massachusetts, PWS-Kent. Desmond, J 2003, Consumer behaviour, London, Palgrave. Chisnall, PM 1994, Consumer Behaviour, 3rd edition, London, McGraw-Hill. Engel, JF, Blackwell, RD & Miniard, PW 1999, Consumer behaviour, 7th or 8th edition, The Dryden Press. 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