Buyer behavior Essay Example | Topics and Well Written Essays - 2750 words

Buyer behavior - Essay Example This refers to a relationship between individual and the collectivity prevailing in a certain society (Hirchman, 1983, 197).   It is exhibited by the manner in which people live together and are intimately linked to the norms of the society. The concepts of individualism explain societies where their loose ties between people. In such a society, everyone is expected to look after himself or herself and/or the immediate family. The concept of collectivism refers to societies where people are integrated into strong groups in which people protect each other in exchange for unquestionable loyalty.The consumers behaviors attributed to individualism-collectivism pertains to the behavior of persons in a given group, relationships with others and perception of themselves vis a vis others. These consumer behaviors are the influence by reference groups, self-concept, and information sharing, ethnocentrism and opinion leadership.Reference Groups A reference group takes the form of an actual o r imaginary group or individual born of the existence of significant relevance upon individuals’ aspirations, evaluation and behavior (Park and Lessig). Witt (1970) defines reference group as a group taken as a frame by an individual in evaluating himself/herself and formation of attitude. Three means are known through which behavior can be influenced; value expressive, informational and utilitarian (Park and Lessig 1977).The reference group extent depends on a group’s behavior and identity. It is reasonable to think of a possibility.... m and Collectivism and their Consumer Behaviors effects This refers to a relationship between individual and the collectivity prevailing in a certain society (Hirchman, 1983, 197). It is exhibited by the manner in which people live together and are intimately linked to the norms of the society. The concepts of individualism explain societies where their loose ties between people. In such a society, everyone is expected to look after himself or herself and/or the immediate family. The concept of collectivism refers to societies where people are integrated into strong groups in which people protect each other in exchange for unquestionable loyalty. The consumers behaviors attributed to individualism-collectivism pertains to the behavior of persons in a given group, relationships with others and perception of themselves vis a vis others. These consumer behaviors are the influence by reference groups, self-concept, and information sharing, ethnocentrism and opinion leadership. Reference Groups A reference group takes the form of an actual or imaginary group or individual born of the existence of significant relevance upon individuals’ aspirations, evaluation and behavior (Park and Lessig). Witt (1970) defines reference group as a group taken as a frame by an individual in evaluating himself/herself and formation of attitude. Three means are known through which behavior can be influenced; value expressive, informational and utilitarian (Park and Lessig 1977). The reference group extent depends on a group’s behavior and identity. It is reasonable to think of a possibility of the existence of interpersonal influence brought about by individualism and collectivism, on the consumption behavior. A study by Shaw (1971) on the effects of individual interactions and