Answer to Question #206967 in Management for Prabhdeep

Question

SUBJECT : CONSUMER BEHAVIOUR

What role do groups play in consumer decision making process , give 8 points with elaboration for role?

Answer 1

1. Aspirational group is the one to which a person may want to become part of.Informational influence: are people who have a relatively large audience in which to tout their beliefs. In the consumer world, influencers can impact the success or failure of a product by using it or shunning it
2. prosumers. In its most common usage, a prosumer is usually a serious hobbyist, with similar interests and skills of professionals. For example, the availability and relatively low cost of photography equipment have given rise to many people who are serious about photography but are not usually paid for their work.
3. personas. A persona is a social role.
4. Primary groups. Primary groups make you comfortable and give you a feeling that they are with you when you are confused about a purchase. These people give you very honest and clear advice as they are so close to you, due to which you could be more confident about the purchase.
5. Secondary groups. The power to influence people is quite less as compared to primary reference groups as people in these groups are not that comfortable in sharing their thoughts or views on the purchase.
6. Aspirational group.Aspirational group is the one to which a person may want to become part of. They try to dress, talk, act and even think the way the members of that group do.
7. Dissociative group. The people in these groups are totally opposite to the people in the aspirational group. Here people deny of becoming or getting connected to a particular group. They just hate being related to that group.
8. Families. They influence major decisions of the consumer.