WHAT ARE GROUPS?
ny person or group of people who
significantly influences an individual’s
behavior
nput 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
Family Group
Members of the buyer’s family can exercise a strong influence on the buyer’s behavior. we can distinguish between two families in the buyer’s life . The family of orientation consists of one’s parents. From parents a persons acquires an orientation towards religious, politics, and economics and a sense of personal ambitions, self –worth, and love. Even if the buyer no longer interacts very much with his or her parents, the parents influence on the unconscious behavior of the buyer can be significant. In countries where parents continue to live with their children, their influence can be substantial.
In case of expensive products and services, husband and wives engage in more joint decision making. The market needs to determine which member normally has the greater influence in the purchase of a particular products or services. either the husband or the wife , or they have equal influence . The following products and services fall under such:
Husband – dominant: life insurance, automobiles, television
Wife – dominant: washing machines, carpeting, non –living – room furniture, kitchenware
Equal: Living – room furniture, vacation, Housing, outside entertainment.
