2.6.

Groups
Most of us belong to a number of different groups and perhaps would like to belong to several
others. When we are actively involved with a particular group, it generally functions as a
reference group/ A group is defined as two or more individual who share a set of norms, values
or beliefs and has certain and ha certain implicitly or explicitly defined relationships to one
another such that their behaviors are independent. A reference group is a group whose presumed
perspective or values are being used by an individual as the basis for his or her current behavior.
Based on different criteria we can distinguish between group that our respondents fall into. These
are referred to as follows:
1. Membership criterion: The criterion is Dichotomous, i.e., either one is a member of a
particular group or one is not a member of that group. Almost every participant in our study
is a part of a group whose size ranges from 2 to 20. This groups can be work related or can
be for recreational purposes.
2. Strength of social tie: This refers to the closeness and intimacy of the group linkages. All
respondent falls under primary group such as family and friends, involve strong ties and
frequent interaction but in a quarter of the cases do not influence the buying behavior of the
respondent. Four-Fifth of the respondents have secondary groups which involve weaker ties
and less-frequent interaction though in some cases they do influence buying behavior.
3. Type of contact: This criterion refers to whether the interaction of the respondent as direct
or indirect. Most of our respondents are a part of a direct contact group which involves face-
to-face interaction; and almost three-fifth of the respondents fall under indirect contact
groups like online communities and forums
4. Attraction: This refers to the desirability to be a part of this group. This can be positive and
negative. Almost all groups that the participants fall into are groups with positive attraction
or aspiration reference groups which seems to exert a strong influence with exemption in
some case. Negative attraction groups or dissociative reference groups is not seen.
The respondents are seen to fall under various groups based on consumptions subcultures based
on various recreational activities, Brand communities based on their brand loyalty to different
brand they wear, use and online communities and social media.
To understand how a group influences on the consumption process of buying bags or especially
wildcraft bags we had asked certain questions on how the respondent refers or consults the
participants in the various groups where they are a member. Based on theory we can differentiate
group influence in three forms informational, normative, and identification and we find that
almost all respondent groups from our study fall under these three groups only with respect to
wildcraft bags.
1. Informational influence: Almost all groups are a part of this form. This form is where
an individual uses the behaviors and opinions of reference groups as potential bits of
information. Respondents have referred or taken suggestion about bags in almost all
mention direct and indirect groups.
2. Normative influence: This is utilitarian influence, occurs when an individual fulfills
group expectations and is only seen in few groups in our respondents which have formed
from brand communities and social media groups though mainly these groups are
 secondary groups. There are exemptions as some primary group of respondents also show
this type of influence in buying bags.
3. Identification influence: This occurs when individuals have internalized the group’s
values and norms. Very few in our respondent groups, where respondent has a predefined
requirement for a bag similar to a group which shows that respondent behaves in a
manner consistent with the group’s values because his or her values and the group’s
values are the same