Group Dynamics

Friendship Group
Theory

of social comparison
processes
The consumers enjoy the
company of their friends when
purchasing certain items.
Especially clothing, fine jewellery,
cosmetics and food items

Friendship Group
The

segment can be based on age and

gender
Age between 18-30 roughly account for
1/5th of our population
The influence of friends on their buying
behaviour is seen in their desire to
have credit cards, costly/branded wears
which are of their friends choice.
It can be as small as a hair style to as
big as habits of smoking and drinking

Formal Social Clubs

Every

human being is a social animal

so he needs association
He joins clubs like rotary or lions club.
The basic reasons why he wants to get
associated : make new friends career
advancement, pursuing special
interest, and working for a cause.
It comprises of three elements:
activities, sentiments and interaction.

Shopping Group
Shopping

group exist because friends and

group have same perception or same
location, style, matching personality
They are off shoots of the family
They are made to shop around
They shop around after comparing:
quality, terms, style, customer services
and price
The products purchased may include
clothes watches, music system, vehicles.

Shopping Group
They

exercise a strong influence

on the living style and buying
pattern of the individual
They act as advocators and
stablisers of style patterns
They express their views on
various aspects like the cost
angle, prestige, utility,
competitors, past experience

Work Group
Formal

and informal group

The permanent formal group are part of top
management
The temporary formal group who come
together for a certain period of time
The sub-ordinates try to copy their superiors
And the superiors also try to influence the subordinates
The sub-ordinate who aspires to hold future
managerial position will try to adopt the
values, attitudes, and consumption behaviour
of the superior. It is many times referred as
Aspiration Based Personality.