Groups 30-01-09

Consumers belong to groups and these groups influence what they do, wear and act. During the beginning of the millennium, Burberry was the associated brand with Chavs. This was not the publicity that the real Burberry brand wanted as ‘fakes’ began to appear and the Burberry check was put on everything. The real Burberry would place the checked pattern on the inside of the clothing trying to disassociate themselves with the Chavs. The day the former soap star Daniella Westbrook and her daughter stepped out in head to toe in Burberry checked the company had to change and change fast (L.Jones, June 2008).
Groups can consist of 2 or more individuals who:
Have the same values
Have a role within the group, leader, follower etc.
Experience interdependent behaviours – they are dependant on the way other in the group act.
Groups can influence other groups and individuals in the way they act. Using the Burberry example individuals either wanted to be associated with the Chav image or not causing a decrease the in real Burberry’s merchandise. Group influences can be seen on the street, were a group of young teenagers will be crowded other passers by, may cross the road or go a different way to avoid them.

Below shows the different group types that we have influences from and those who we don’t want to be associated with. Individuals pasts shows these different group types making each individuals unique, therefore making it harder for the marketer to target anyone particular group.
Maslow looked at the way in which individuals need. His hierarchy of need showed the 5 different needs that the social animal, Man, needs.

Marketers and advertisers use ‘belonging’ as a pivotal message in ad campaigns. They know that the individuals wants to belong to a group so by using belonging it enables them to interact and comply with the audiences needs.

The need to belong comes from the social comparison theory that each individual sets their selves. Social comparison theory describes the way we look to the behaviour of others to provide a guide and to reassure our self evaluation. Consumers are selective about who they use as bench marks but will usually be a close peer or a person of equivalent standing. The main influence of groups is the acceptance of certain expectations of behaviour e.g. rules, norms. An individual can react to this pressure by compliance, internalisation, identification or counter conformity. This video shows the way in which group influences have on an individual, but there are always those who don’t follow the crowd.




During this week I found an advert which made me laugh as I am always being laughed at for my blonde moments so at least there is one person out there worse than me!!