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Social Groups 
-Consumer 
Behavior
Introduction – A Group 
What is a Group? 
A collection of individuals who have regular contact and 
frequent interaction a...
Types of Groups 
• Are those that are close-knit. They are typically small 
scale, include intimate relationships, and are...
Introduction – A Social Group 
What is a social Group? 
A social group is a collection of people who interact with each 
o...
Types of Social Groups 
Transitory 
Group 
Recurrent 
Group 
A Formal 
Group 
Associative 
Primary 
Secondary 
Dissociativ...
Characteristics of a Social Group 
We-Feeling Role Status 
Reciprocal 
Feeling
Ads 
• Reciprocal ad: Heineken-http:// 
www.youtube.com/watch?v=sC7Vwwp- 
XDo 
• We Feeling ad: Carlsberg-http:// 
www.you...
Social Power 
Social Power is the capacity to alter the actions of others 
There are 6 types of Social Power : 
Informatio...
Information power 
Information Power is a form of power that is based on controlling 
the information needed by others in ...
Legitimate power 
Legitimate Power is a form of power that is based on the 
perception that someone has the right to presc...
Coercive power 
Coercive Power is a form of power that is based on the perceived 
ability to punish those who don’t confor...
Expert power 
Expert Power is a form of power that is based on having 
distinctive knowledge, expertness, ability or skill...
Referent Power 
Referent Power is a form of power by virtue of the follower 
wanting to emulate the person who possesses t...
Reward Power 
Reward Power is a form of power that is based on the perceived 
ability to give positive consequences or rem...
Ads For Social Power 
• Information Power ad- Jaago Grahak Jaago-http:// 
www.youtube.com/watch?v=faVVlWG-M2o 
• Legitimat...
Reference groups 
• Any person or group of people who significantly influences an 
individual’s behavior 
• May be individ...
Viral 
Pull 
Ambush 
Guerrilla
-Low-cost, unconventional means (graffiti, sticker 
bombing, flyer posting) used in localized fashion to 
draw attention t...
• Ad- Coca Cola Dancing Machine-http:// 
www.youtube.com/watch?v=3MnDAWl 
hegw
-Using pre-existing social networking services and 
other technologies to try to produce increase in brand 
awareness 
-Ca...
• Viral Marketing Ad- Carrie Telekinetic Coffee 
Shop-http:// 
www.youtube.com/watch?v=f0YacdEeF 
UY
-Used to capitalize and associate with a 
specific event without the payment of any 
sponsorship fee. 
-Undeniably effecti...
• Ambush Marketing – TOI Vs The Hindu-http:// 
www.youtube.com/watch?v=aWdwlZ6S 
tA0
-The idea is to establish a loyal following and 
draw consumers to the products. 
-Attempts to create brand loyalty and ke...
BIBLIOGRAPHY/WEBLIOGRAPHY 
• http://www.businessdictionary.com/definition/group.html#ixzz3D7ORgFzu 
• http://infed.org/mob...
A Team Effort By: 
Abhishek Shinde 
Ashish Jain 
Imad Sirkhot 
Karen D’Souza 
Ketaki Misra 
Kirk Coutinho
Thank You
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Consumer Behaviour- Social Group

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Social Group as an environmental factor that affects Consumer Buying Behaviour

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Consumer Behaviour- Social Group

  1. 1. Social Groups -Consumer Behavior
  2. 2. Introduction – A Group What is a Group? A collection of individuals who have regular contact and frequent interaction and who work together to achieve a common set of goals.
  3. 3. Types of Groups • Are those that are close-knit. They are typically small scale, include intimate relationships, and are usually long lasting. • Are those that have the opposite characteristics of primary groups. They can be small or large and are mostly impersonal and usually short term. These groups are typically found at work and school.
  4. 4. Introduction – A Social Group What is a social Group? A social group is a collection of people who interact with each other and share similar characteristics and a sense of unity.
  5. 5. Types of Social Groups Transitory Group Recurrent Group A Formal Group Associative Primary Secondary Dissociative Primary Secondary Informal Group Associative Primary Secondary Dissociative Primary Secondary
  6. 6. Characteristics of a Social Group We-Feeling Role Status Reciprocal Feeling
  7. 7. Ads • Reciprocal ad: Heineken-http:// www.youtube.com/watch?v=sC7Vwwp- XDo • We Feeling ad: Carlsberg-http:// www.youtube.com/watch?v=t5doV5WBgh M • Role ad: Lenskart-http:// www.youtube.com/watch?v=lgcMWZZMP 4Y • Status ad: Rolex-http:// www.youtube.com/watch?v=Nl69kih7YnA
  8. 8. Social Power Social Power is the capacity to alter the actions of others There are 6 types of Social Power : Information Power Legitimate Power Coercive Power Expert Power Referent Power Reward Power
  9. 9. Information power Information Power is a form of power that is based on controlling the information needed by others in order to reach an important goal.
  10. 10. Legitimate power Legitimate Power is a form of power that is based on the perception that someone has the right to prescribe behavior, typically but not necessarily due to election or appointment to a position of responsibility in the organizational hierarchy.
  11. 11. Coercive power Coercive Power is a form of power that is based on the perceived ability to punish those who don’t conform to your ideas or demands.
  12. 12. Expert power Expert Power is a form of power that is based on having distinctive knowledge, expertness, ability or skills.
  13. 13. Referent Power Referent Power is a form of power by virtue of the follower wanting to emulate the person who possesses this form of power (wanting to be be like him).
  14. 14. Reward Power Reward Power is a form of power that is based on the perceived ability to give positive consequences or remove negative ones.
  15. 15. Ads For Social Power • Information Power ad- Jaago Grahak Jaago-http:// www.youtube.com/watch?v=faVVlWG-M2o • Legitimate Power ad- Narendra Modi’s Campaign-http:// www.youtube.com/watch?v=ffcItiSzUuA • Coercive Power ad- Pepsi-http:// www.youtube.com/watch?v=oLOItXdQTp0 • Expert Power ad- Sensodyne-http:// www.youtube.com/watch?v=tU9O5YCZ-eM • Referent Power ad- Fair & Handsome ad-http:// www.youtube.com/watch?v=mqXiPCI0OTs • Reward Power ad- Starbucks-http:// www.youtube.com/watch?v=gtvPxWQ097g
  16. 16. Reference groups • Any person or group of people who significantly influences an individual’s behavior • May be individuals (celebrities, athletes, or political leaders) or groups of individuals with similarities (musical groups or sports teams) • (Ad- Nike with C.Ronaldo & Rafael Nadal-http:// www.youtube.com/watch?v=_mdgTR5ZyDs )
  17. 17. Viral Pull Ambush Guerrilla
  18. 18. -Low-cost, unconventional means (graffiti, sticker bombing, flyer posting) used in localized fashion to draw attention to an idea, product, or service. -Promotion through a network of individuals, groups, or organizations working to popularize a product or idea by use of flash mobs, viral marketing campaigns, or internet marketing. -Popular Techniques:  Technique #1 – Do Something Totally Outlandish and Creative in a Local Community  Technique #2 – Viral Videos  Technique #3- Creative Bill Boards Guerrilla Marketing
  19. 19. • Ad- Coca Cola Dancing Machine-http:// www.youtube.com/watch?v=3MnDAWl hegw
  20. 20. -Using pre-existing social networking services and other technologies to try to produce increase in brand awareness -Can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks. -Interactive Flash games, ebooks, brandable software, images, text, email messages, or web pages. -Popular Techniques:  Pass-along based  Incentive based  Trendy based  Undercover based Viral Marketing
  21. 21. • Viral Marketing Ad- Carrie Telekinetic Coffee Shop-http:// www.youtube.com/watch?v=f0YacdEeF UY
  22. 22. -Used to capitalize and associate with a specific event without the payment of any sponsorship fee. -Undeniably effective as it damages & attracts consumers at the expense of competitors, while undermining an event’s integrity and, most importantly, its ability to attract future sponsors. -Popular Technique: Direct or predatory ambushing  Indirect ambushing by association. Ambush Marketing
  23. 23. • Ambush Marketing – TOI Vs The Hindu-http:// www.youtube.com/watch?v=aWdwlZ6S tA0
  24. 24. -The idea is to establish a loyal following and draw consumers to the products. -Attempts to create brand loyalty and keep customers coming back -Popular Technique:  Mass media promotions  Word-of-mouth referrals  Advertised sales promotions. • Aims at- Producer Consumer Wholesaler Retailer PULL Marketing
  25. 25. BIBLIOGRAPHY/WEBLIOGRAPHY • http://www.businessdictionary.com/definition/group.html#ixzz3D7ORgFzu • http://infed.org/mobi/what-is-a-group/ • http://www.cliffsnotes.com/sciences/sociology/social-groups-and-organizations/ social-groups • http://education-portal.com/academy/lesson/types-of-social-groups-primary-secondary- and-reference-groups.html#lesson
  26. 26. A Team Effort By: Abhishek Shinde Ashish Jain Imad Sirkhot Karen D’Souza Ketaki Misra Kirk Coutinho
  27. 27. Thank You

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