There are large ranges of different groups that are targeted by certain organisations for their customers to be from. Their target market may also be chosen from a certain group. As they have the same attitudes and behaviour. These groups can be from a range of types and the customers can be grouped in different ways. According to Maslow hierarchy of needs groups are located in the “belonging need” .everyone needs unconditional positive regard , such as children learn through conditional positive regard. Marketers and advertisers use this as a pivotal message in ad campaign to gain more consumers.
Social Comparison Theory
We tend to look to the behavior of others to provide a guide and to reassure our self-evaluation. Therefore most consumers are careful about whom they use for benchmarks. Most people tend to compare themselves with others from the same level, or co-oriented peers.
Norms and peer pressure
The main influence that groups have is the acceptance of certain behavioural expectation such as norms and rules. This can be a reaction of pressure from others , internalisation and identification , compliance or counter conformity.
There are a range of reasons to why people may be pressured in to joining groups or change their behaviour to get involved in to a group. This can be because of the importance of becoming a group member, or fear of negative sanction , as well as the support they would get from other group members.
Many organisers also may target certain groups, for their products and services. They advertise their products to these certain groups. They chose these groups in order to be able to market their products to the right target group. In order to find the right group to chose as their target market the organisers use a range of different market research methods to figure out different attitudes , likes and dislikes of their customer group.
There are many companies that a directly targeting certain groups types. Either according to gender, age , social class etc. There are many high street shops that cater for certain groups. These shops mainly cater for 1 or few types of similar groups of group rather many as the group chosen are of large scales.
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