A primary group is a group in which one exchanges implicit items, such as love, caring, concern, support, etc. Examples of these would be family groups, love relationships, crisis support groups, and church groups. Relationships formed in primary groups are often long lasting and goals in themselves.

We call such groups in-groups. Fraternities, sororities, sports teams, and juvenile gangs are examples of in-groups. Members of an in-group often end up competing with members of another group for various kinds of rewards. This other group is called an out-group.

An example of a reference group is a group of people who have a certain level of affluence. For example, an individual in the U.S. with an annual income of $80,000, may consider himself affluent if he compares himself to those in the middle of the income strata, who earn roughly $32,000 a year.

Reference groups are groups that consumers compare themselves to or associate with. Reference groups are similar to opinion leaders in that they can have a profound influence on consumer behavior. Reference groups are considered a social influence in consumer purchasing.

a general conceptual framework that assumes that individuals’ attitudes, values, and self-appraisals are shaped, in part, by their identification with, and comparison to, reference groups.

The following characteristics of Reference Group Behaviour may be pointed out: (i) The individual or group considers the behaviour of the other individual or group as ideal behaviour and imitates it. (ii) The individual or group compares himself or itself with the other individual or group.

Reference groups have certain characteristics that affect their influence on consumers. They establish norms, roles, socialization, status and power.

3.2 The factors which influence consumer behaviour Psychological (motivation, perception, learning, beliefs and attitudes) Personal (age and life-cycle stage, occupation, economic circumstances, lifestyle, personality and self concept) Social (reference groups, family, roles and status)

This type of influence emerges when an individual or the member uses the behaviors and beliefs of the reference group as dependable sources. This influence is based either on the similarity of the buyer’s desires with the ones of the group members.

Many factors pertaining to Reference Groups tend to influence consumers and their purchase related decisions. Three factors concerned with Reference Groups are Norms, Status and Roles. (1) Norms are rules set by Reference Groups in writing.

Consumer Behavior – Reference Groups

• Primary Groups.
• Secondary Groups.

Symbolic group is a group in which an individual is not likely to receive membership even if he/ she acts like a member by adopting that group’s values, behaviour and attitude. For example, for youngsters cricketers like Sachin Tendulkar, Sourav Ganguly etc. may constitute a symbolic group.

The Deloitte report noted that consumers who use social media during their shopping process are four times more likely to spend more on purchases than those who do not. Social media influences shopping behavior in all age groups, but especially the important younger and Hispanic populations.

Social media can build brand attitudes that affect buying behavior. The good image of brand or product can lead the consumer to make decision on their purchases. Yet, advertising on social media, which is provided by commercial sources affect both consumer brand attitudes and purchasing intention (Yang, 2012).

In the area of policy-making, media can contribute to setting the agenda for the press, the public, and policymakers through highlighting what issues are newsworthy at a particular time [11]. Social media increase user interaction, provide peer support, and extend access to health interventions [16, 17].

Social Influence, Sociology of Social influence involves intentional and unintentional efforts to change another person’s beliefs, attitudes, or behavior. Unlike persuasion, which is typically intentional and requires some degree of awareness on the part of the target, social influence may be inadvertent or accidental.

Behaviour of the individual doesn’t essentially influence the society. However certain habits may create positive or negative effect on the society. However, when individual tries to modify the society by habits and behaviour, it creates a social impact.

The roles an individual plays are of a neighbor, an owner of the house or a tenant etc. The basic responsibilities of an individual are respect, cooperation, and participation.