Consumer Relevant Groups
The family
It is seen, that from childhood an individual’s needs and consumption decisions are influenced by his/her family. Importance of family in various decisions is based on frequency of contact that individual has with other family members.
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 social ties with the outside world.
After family, friends most likely influence an individual’s purchase decisions. 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.
Friend’s opinions and preferences are very important for influencing an individual’s behaviour in determining the products or brands he/she actually selects.
Formal Social Groups
Formal social groups, as the name says, lack intimate relationship and they serve different function for an individual.
Person joins this group to fulfill goals like making new friends, pursuing special interest, etc. This type of group interests marketers because often consume products together, can discuss products or brand or stores informally with other members and sometimes can even copy the consumption behaviour of other members whom they admire.
Consumer relevant group could be any person or any group that a consumer may ask for to help him / her buying a particular product. Many a times, consumers are confused in buying some products.
These products could be of same utility, same price, different brand, etc. At such times, consumer does not really know what to buy which brand to buy and at what price to buy. So, here comes the need for consumer relevant groups.
The family
It is seen, that from childhood an individual’s needs and consumption decisions are influenced by his/her family. Importance of family in various decisions is based on frequency of contact that individual has with other family members.
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 social ties with the outside world.
After family, friends most likely influence an individual’s purchase decisions. 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.
Friend’s opinions and preferences are very important for influencing an individual’s behaviour in determining the products or brands he/she actually selects.
Formal Social Groups
Formal social groups, as the name says, lack intimate relationship and they serve different function for an individual.
Person joins this group to fulfill goals like making new friends, pursuing special interest, etc. This type of group interests marketers because often consume products together, can discuss products or brand or stores informally with other members and sometimes can even copy the consumption behaviour of other members whom they admire.
Consumer relevant group could be any person or any group that a consumer may ask for to help him / her buying a particular product. Many a times, consumers are confused in buying some products.
These products could be of same utility, same price, different brand, etc. At such times, consumer does not really know what to buy which brand to buy and at what price to buy. So, here comes the need for consumer relevant groups.