1. Social Groups-ConsumerBehavior

2. Introduction A GroupWhat is a Group?A collection of individuals who have regular contact andfrequent interaction and who work together to achieve acommon set of goals. 3. Types of Groups Are those that are close-knit. They are typically smallscale, include intimate relationships, and are usually longlasting. Are those that have the opposite characteristics ofprimary groups. They can be small or large and aremostly impersonal and usually short term. These groupsare typically found at work and school. 4. Introduction A Social GroupWhat is a social Group?A social group is a collection of people who interact with eachother and share similar characteristics and a sense of unity. 5. Types of Social GroupsTransitoryGroupRecurrentGroupA FormalGroupAssociativePrimarySecondaryDissociativePrimarySecondaryInformalGroupAssociativePrimarySecondaryDissociativePrimarySecondary 6. Characteristics of a Social GroupWe-Feeling Role StatusReciprocalFeeling 7. Ads Reciprocal ad: Heineken-http://www.youtube.com/watch?v=sC7Vwwp-XDo We Feeling ad: Carlsberg-http://www.youtube.com/watch?v=t5doV5WBghM Role ad: Lenskart-http://www.youtube.com/watch?v=lgcMWZZMP4Y Status ad: Rolex-http://www.youtube.com/watch?v=Nl69kih7YnA 8. Social PowerSocial Power is the capacity to alter the actions of othersThere are 6 types of Social Power :Information PowerLegitimate PowerCoercive PowerExpert PowerReferent PowerReward Power 9. Information powerInformation Power is a form of power that is based on controllingthe information needed by others in order to reach an importantgoal. 10. Legitimate powerLegitimate Power is a form of power that is based on theperception that someone has the right to prescribe behavior,typically but not necessarily due to election or appointment to aposition of responsibility in the organizational hierarchy. 11. Coercive powerCoercive Power is a form of power that is based on the perceivedability to punish those who dont conform to your ideas ordemands. 12. Expert powerExpert Power is a form of power that is based on havingdistinctive knowledge, expertness, ability or skills. 13. Referent PowerReferent Power is a form of power by virtue of the followerwanting to emulate the person who possesses this form of power(wanting to be be like him). 14. Reward PowerReward Power is a form of power that is based on the perceivedability to give positive consequences or remove negative ones. 15. Ads For Social Power Information Power ad- Jaago Grahak Jaago-http://www.youtube.com/watch?v=faVVlWG-M2o Legitimate Power ad- Narendra Modis 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. Reference groups Any person or group of people who significantly influences anindividuals behavior May be individuals (celebrities, athletes, or political leaders)or groups of individuals with similarities (musical groups orsports teams) (Ad- Nike with C.Ronaldo & Rafael Nadal-http://www.youtube.com/watch?v=_mdgTR5ZyDs ) 17. ViralPullAmbushGuerrilla 18. -Low-cost, unconventional means (graffiti, stickerbombing, flyer posting) used in localized fashion todraw attention to an idea, product, or service.-Promotion through a network of individuals, groups,or organizations working to popularize a product oridea by use of flash mobs, viral marketing campaigns,or internet marketing.-Popular Techniques: Technique #1 Do Something Totally Outlandishand Creative in a Local Community Technique #2 Viral Videos Technique #3- Creative Bill BoardsGuerrillaMarketing 19. Ad- Coca Cola Dancing Machine-http://www.youtube.com/watch?v=3MnDAWlhegw 20. -Using pre-existing social networking services andother technologies to try to produce increase in brandawareness-Can be delivered by word of mouth or enhanced by thenetwork effects of the Internet and mobile networks.-Interactive Flash games, ebooks, brandablesoftware, images, text, email messages, or web pages.-Popular Techniques: Pass-along based Incentive based Trendy based Undercover basedViralMarketing 21. Viral Marketing Ad- Carrie Telekinetic CoffeeShop-http://www.youtube.com/watch?v=f0YacdEeFUY 22. -Used to capitalize and associate with aspecific event without the payment of anysponsorship fee.-Undeniably effective as it damages & attractsconsumers at the expense of competitors, whileundermining an events integrity and, mostimportantly, its ability to attract futuresponsors.-Popular Technique:Direct or predatory ambushing Indirect ambushing by association.AmbushMarketing 23. Ambush Marketing TOI Vs The Hindu-http://www.youtube.com/watch?v=aWdwlZ6StA0 24. -The idea is to establish a loyal following anddraw consumers to the products.-Attempts to create brand loyalty and keepcustomers coming back-Popular Technique: Mass media promotions Word-of-mouth referrals Advertised sales promotions. Aims at- ProducerConsumerWholesaler RetailerPULLMarketing 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. A Team Effort By:Abhishek ShindeAshish JainImad SirkhotKaren DSouzaKetaki MisraKirk Coutinho 27. Thank You