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SOCIAL INFLUENCES AND TARGET GROUPS

Since a brand cannot be everything to everyone, as also not relevant to only one consumer, it needs to identify target groups it can focus and promote itself to.

So it needs to find people’s tendency to grouping. And then zero in on group behaviour patterns. Grouping is determined by a process of social interaction that demands a basic system of behaviour patterns that is acceptable to all in the group.

Society is composed of various social groupings. Social pressures result in a conformity of behaviour within these groupings and it is important to understand the social processes involved. An individual belongs to more than one group ' family, friends, workplace, associations, interest group, peer group. The behaviour or conformity requirements of each group vary. The individual’s identification of himself and his behaviour patterns are a result of all the roles he plays within the different groups he belongs to. Roles are organised......

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Approximate Word Count: 1336
Approximate Pages: 6 (250 words per double-spaced page)

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