Groups

• · They consist of 2 or more (normally alot more) who share the same norms.
• · Groups tend to have role relationships

Why do groups exist?

• · The importance of self-image - don’t want to be seen alone.
• · Sense of security and support
• · Reassurance of their own worth

'. . .we all belong to groups, try to please others and pick up cues about how to behave by observing the actions of those around us. In fact, our desire to 'fit in' or to identify with desirable individuals or groups is the primary motivation for many of our purchases and activities. ' (Solomon 2006)

People act different in groups are will buy lots of things to keep up with group crazes and trends. All it can take is one person to influence an entire social group. Celebrity endorsement is a perfect example of this . . . . .

Preferences are shaped by our group memberships, by our desire to please or be accepted by others, even by the actions of famous people whom we’ve never met.’ (Solomon 2006)

Group behaviour plays an important role when marketing a brand, if you know the market you know what they like, what they would like to look like, what clothes they would like, what food, what music, what tv shows, movies, celebrities, also know what they don't like! . . . with all this information you have a group identity and you are able to market specifically to them.

Dove, for example, deliberately avoided using ‘perfect’ looking women across the entire campaign. This advert wouldn’t appeal to young girls, not even early 20’s. They knew most mums are not interested in looking like Jordan, they don't want shiny posters and night club tv ads. . . they want comfy looking underwear on a 'normal' looking women with a nice clean white poster. . . i think.

But not all group interest is favorable for brands, Burberry once an expensive high-class brand, is now been dragged down by the cliché Burberry wearing Chav. ‘…with UK sales falling, Burberry cannot afford to become a laughing stock in their own backyard’

Read here for the fall article on the issue .. . . . . http://news.bbc.co.uk/1/hi/business/4381140.stm

Football hooliganism is a prime example, people acting completely completely different in a group. You would hope all these guys dont act like that all the time. . . Right ?