Groups

There are many groups of people who belong to professional and social bodies. Some of them are professional groups such as medical and law societies, others are more social and recreational such as members of golf clubs, gyms. Professional individuals group in professional bodies to achieve status and recognition of their achievements. Social groups can represent people from many walks of life and their professional achievements are not a factor in social group relationships.

Bordbeck defined a group as an aggregate of individuals standing in certain descriptive relations to each other. The kinds of relation depends upon the kind of group, whether it be a family or an audience, a committee, a labour union.

A group is two or more individuals who:
-share a set of norms,
-have role relationships,
-and experience interdependent behaviours.
Groups influence the socialization process--i.e., they influence what we learn and how we behave.

TYPES OF GROUPS

The power to make an individual conform to group pressure and influence depends upon:
- Importance of membership e.g. football strips
- Fear of negative sanctions e.g. becoming a social outcast
- Degree of support from others e.g. course classes.

Group reference lies behind many successful advertising campaigns. People of certain social classes and age groups are frequently targeted with advertising showing products or promotional campaigns suitable to their class status. This can direct their thinking and cause them to take action according to the advertisement.


http://www.youtube.com/watchv=H8XzuNqDch4&feature=PlayList&p=D87D770E5A00D1EC&index=87


The Mercedes ad is perfect example of targeting successful professional people in the age group 30+ years. This advertisement is giving reasons that to own such a product increases the professional standing of the person and implies success.

Values & Involvement

Todays lecture was about values.

Values are our ideas about what is desirable (Wilkie).

Values are those things that really matter to each of us ... the ideas and beliefs we hold as special. Caring for others, for example, is a value; so is the freedom to express our opinions.

http://www.pinetreeweb.com/values.htm

Kahle’s list of values (1983)as follows:

1. Self respect

2. Excitement

3. Being Well respected

4. Self-fulfilment

5. Sense of accomplishment

6. Warm relationship with others

7. Security

8. Fun and enjoyment

9. Sense of belonging

At the current time my education and good relationship with others is a top value. My prime target is to achieve a degree in the subject that I am studying. This is my ambition that I seek to achieve for my own satisfaction. The values that I place on relationships is secondary to the above target but in later years will replace what I am trying to achieve at this moment in time.

Values are also important in marketing efforts. They are used to create interest in new products using customer profiles generated in current products. This knowledge of consumers can influence the purchasing and consumption. Consumption activities are related to the set of values a person possesses in that people purchase products to achieve value related goals(Solomon,1996). To help businesses develop and evaluate marketing strategies there are many marketing and consulting tools available.
- The VALS system is one example which identifies opportunities based on consumer and marketing behaviours. Ref: http://www.sric-bi.com/VALS/presurvey.shtmlpresurvey.shtml
By taking a VALS survey it is possible to find out the consumer behaviour type which in my situation is experiencers and strivers.

Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.

Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

To sum up the VALS results describes my personality and consumption behaviour to a level of 90%