Virtual Groups

Consumer behaviour is defined as the study of individuals, group of individuals, and the processes they procedure to select, purchase and dispose of productions, services, experiences or ideas to satisfy their needs and wants (Perner,2010). However, the closing of consumers to buy a particular product is captured by family, friends and society. Therefore, to catch the purchase behaviour of consumers, marketers must take into consideration, Reference groups , Tribes , virtual(prenominal) communities and other groups. In marketing perspective, Tribes interrelate to a connection of people with different demographic features who sh atomic number 18 a vernacular interest, and who argon capable of collective action through fond media and act as advocates for their causes. For example, teenagers who do percing or tatoos (Cova and Cova, 2002 ; Evans, Jamal and Foxall,2010:255) .Whereas, Reference groups refer to individuals or a group of individuals whose attitudes, behaviours, values, opinions and preferences influence other individuals. For example, a fan of Cherry Cole will want to come her style, behaviour etc (Evans et al.2010).

Finally, virtual communities also known as E-tribes are defined as a group of people who interact and socialize with each other through e-mail, instant messages, blogs, maunder rooms to share common interests, ideas, and feelings about a product or service which influence individual choices and have not necessarily met in real life. For example, individuals who post data on facebook and Myspace about themselves and their interests and interact online with others (Evans et al.2010:260). Therefore in this essay, the counsel will be on virtual communities and show how these groups influence consumer choices and how marketers attempt to respond to those influences. Virtual communities play an important single-valued function in marketing as they influence consumer buying decisions. They are a group of individuals who interact online to have some companionship or advice before buying a... If you want to get a full essay, order it on our website: Ordercustompaper.com

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