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Understanding the Consumer: The Influence of the Reference Groups on the Purchasing Behaviour of the Individual
| Nr. | Sadaļas nosaukums | Lpp. |
| INTRODUCTION | 2 | |
| THEORY AND EXAMPLES | 3 | |
| CONCLUSION | 7 | |
| BIBLIOGRAPHY | 9 |
Conclusion
Consumers become more selective regarding the information, which influences them whether to make the positive purchasing decisions or negative. Additionally, they pay a lot of attention to the opinions of the important others, and are influenced by their closest reference groups. Therefore, in order to establish a product or brand in people’s minds, marketers need to be more creative in developing their advertisements and campaigns.
According to McCracken (1989, cited by Escalas and Bettman, p 379), “the meaning and value of a brand is not just its ability to express the self, but also its role in helping consumers create and build their self-identities”. This definition leads to the practical implications for marketers. In the development of their communications with consumers it is important to create socially pleasant situations, which can be achieved by the use of influential and attractive people. In contrast, providing the socially unpleasant examples can help to create the disassociation of consumers with brands of the competitors.
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Today people constantly experience pressure from the different advertisements of products and brands, and are involved into marketing campaigns. Due to the development of the technology and globalisation processes, marketers continue to improve the existing high level of advertising. Consumers have also to deal with the pressure from the society, in addition to this vast amount of the information. Therefore, people tend to follow the expectations of the society with the difference in the degree and polarity of the influence regarding their actions and look. These people change their beliefs or actions to a greater or lesser extent based on the group pressure or conform. Even when the individuals “march to the beat of their own drum”, they still conform in one or another way. Conformity can be applied through compliance or acceptance. This essay will focus on the reference groups involved into the informal communication and their types, as well as their degree of influence on the individual. Examples of the individual’s purchasing behaviour will be provided from my personal experience.
