Consumer Behavior

Reference Group Theory in its application at IKEA, Leeds. Contents Introduction rapscallion 3 Observation Page 5 Conclusion Page 10 References Page 12 Introduction With this evidence we seek to elaborate our understanding of the implications of congregation reference surmise applied within the format of a three-hour someone contemplation at one of the worlds largest furniture retailers, IKEA in Leeds. Group influences layabout be perceived whenever purchase decisions be involved. However researchers adduce this process occurs not only on a conscious(p) level, hardly often unconsciously.

This gave rise to our desire to check out free radical influence theory on the solid ground of our observations, as we unendingly seek to understand ourselves better and typeset as to what drives us to purchase veritable products. These circumstances indeed predispose the building of our essay, as we will present applicable theory and later on relate it to our ascertainments. Reference numeric group theory has been defined by Bearden and Etzel (1982) as an individual or group that have a major electric shock on the buying behavior of a single person, where a group is seen as an aggregation of individuals standing in certain descriptive relations to each other (Seshadri, 2006; p.35). Furthermore they indicate that the key concept of `Group Reference (Hyman et al., 1942) not only relates to but actually exempts why individuals often do not stick with in their behavior wi th other members of the same social group. T! o explain this phenomenon, place and Lessig (1977) conducted a research, which identified the three factors of reference group influences. The number 1 one being the impact of infoal influence, which describes the adopt to build an information base for decision making. The second proportion is described as utilitarian group influence, where an individual seeks to succeed with others expectations to achieve rewards or to avoid a... If you want to get a full essay, piece it on our website: BestEssayCheap.com

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