WHY CUSTOMERS’ SOCIAL

IDENTITY MATTER?
Hassan Anjum - 07
Ankur Barnwal - 08
Ashish Kumar Sinha - 09
Adarsh Ayush - 10
Brahmi Dave - 11
Chandrakant - 12
CUSTOMERS and
TARGET MARKET
 Who are Customers?

A customer is an individual or business that

purchases another company’s goods or
services.
Your customers should be the driver behind
every marketing decision in your business.

 What is a Target Market?

A target market is a group of consumers or

organizations most likely to buy a
company’s products or services. Because
those buyers are likely to want or need a
company’s offerings, it makes the most
sense for the company to focus its
marketing efforts on reaching them.
Marketing to these buyers is the most
effective and efficient approach.
SOCIAL INDENTITIES

 What is a Social Identity?

When an individual identifies him/herself
as a group member,
his/her beliefs, interests, and action
tend to become aligned with those of
the Group.

 How is Social Identity developed?

• Self Categorization : How an individual

assigns themselves and others to
categories based on beliefs, behaviours,
attitudes and other characteristics.
• Social Comparison : The process of
comparing others to oneself and labelling
their traits as being like (in-group) or unlike
(out-group) to your own.
WHY DON’T
CUSTOMERS
DO
WHAT THEY
SAY THEY’LL
DO?
 • Free Washing Machine and to charge customers by the
wash
• In Prelaunch Research, Consumers welcomed the idea
• In Trial Run, Consumers completely rejected the idea and
there was no demand

Why?

• Triggering of “Market Research Respondent” identity made

them judge dispassionately
• While Trial Run, Clashed with Middle Class Social identity:
Middle Class families don’t rent appliances
 Marketing Research Predictions

Consumer Behavior’s Consequence

Customers Social Identity’s Influence

when they encounter Product/Brand

After Shift of Social Identity due to subtle

Context Change
“SELF CONCEPT”
(An Image of
Ourselves)

 2 Concepts:

• Affiliation to a group
• Following a set of
behaviours appropriate to
a group
Managing
Social Identity
 Social identity is a person’s
sense of who they are
based on their group
membership.

In order to increase our self-

image we enhance the
status of the group to which
we belong.
Market Strategy
Formulation
 Shift from traditional focus on individuals'
attitude to focus on individual's social self
 Customer observation
 Real-time experience tracking
Goal Achievement

 Boost the signal strength

 Help customers tune in better
 Add a song to station’s playlist
 Find a different station playing your song
Launching a Brand
New Station
 Building community around social
Identity
Key Takeaways

 Companies makes significant investment

in order to create shared identity around
product
 Although the comany under this station
have a constant urge of expanding their
customer base, their focus always lies on
the existing customers.
Creating New Social Identity

• A fruit smoothie brand invited some consumers to

observe their behaviour in different groups

• Consumers were divided in three groups

i. 20/20 creative vision group
ii. Simple market research group
iii. Sustainability concerned group

• They were observed after sometime

Crash the Super
Bowl

 Frito-lay’s started innovative crash

the super bowl contest.
 Consumers were asked to develop
their own TV ads for Doritos and
post it on website
 Winners ad broadcasted during the
football game
 Frito-lay’s won the first place on the
ad meter
 Got positive media coverage and
huge public engagement
 S : Situation

A : Actors

P : Process

Conclusion
L: Learning

A : Action

P : Performance