Identity and Consumer Behavior Samples †MyAssignmenthelp.com

Question: Discuss about the Identity and Consumer Behavior. Answer: Consumer identity has an immense connection with consumer behavior. According to Black and Veloutsou (2017), the identity of a consumer refers to the self-association of a consumer, which leads an organization to interpret a transparent picture regarding the perspectives and thinking of a consumer. Consumption pattern of a consumer refers to their identity. On the other hand, brands are considered as the symbolic resource in order to maintain the identity of an organization. As commented by Witman, Smith and Novak (2017), consumption acts as the vehicle of the exhibition of self-identity. This study deals with the impact of the different reference groups on the consumption process. Dubizzle Dubai has been selected as the organization in this study, which is a seller of athletic products and impacts of various reference groups on the products of such organization, has been addressed. Sociologists refer a specific group as a reference group that is used by the individuals to maintain their standard. In order to evaluate the consumer behavior reference group is used in the marketing (Black and Veloutsou 2017). Self-identity of a person can be determined by reference group. The Cultural figure, parents, large, formal organization, small an informal organization, membership, aspirational reference, positive and negative reference groups are basic types of reference groups. The Cultural reference group is associated with the mutually shared communication, beliefs, standards and the procedures. According to Fischer and Zeugner-Roth (2017), cultural referencing groups is crucial for the marketing process, which is consumer oriented. However, cultural reference group consists of cultural characteristics that act as a lens through which consumer of a specific culture observes the product information via advertising. Research evaluates that consumers of a particular culture have a tendency to interpret and show their reaction in a different way regarding the product information, which is separated from the other organization. Keeping this mind it is important for the business organization as well as for Dubizzle Dubai to focus on the culturally matched advertising tool to sell their running products such as ice skates, black ski pants, and many other winter sports products. Parents are another reference group that influences their children in purchasing. However, individual adopt the culture of their parents since their childhood hence, their interpretation and perspectives regarding a product often influenced by their culture that they achieve from their parents (Witman, Smith and Novak 2017). In the context of fashion market as well as for Dubizzle children's buying behavior regarding the sports equipment is influenced by their parents thus the distribution of product information to the parents is required in a proper manner. However, if parents are interested towards a brand in the fashion industry then the children can be easily motivated towards the particular products. Large and formal organizations are categorized into secondary reference group. However, the formal reference group includes specific structure and membership. In order to join in a formal reference group, consumers have to fulfill the formal procedures. Educational requirement is mandatory to get admission in the formal reference group (Hayakawa and Venieris 2016). Members of large and formal reference group possess high requirements regarding a product. Consumption process of the consumer is sophisticated that is influenced by this reference group. Hence, fashion industries targeted such reference group to enhance the sale of their running products as well as athletic products as the formal organization includes a large number of populations. Small and informal groups do not have any type special membership. Walking club, the reading group is the suitable example of such group. According to Nollet, Beaulieu and Fabbe-Costes (2017), informal groups have no rigid schedule or any other specific rules and regulation. However, the informal groups influence the consumers to decrease the price while purchasing the products. Brand and communities have a relationship with the consumer tribes. Consumer tribes are a specific group of consumer involves in sharing social relationship according to the interest of a service or product (Carrillo, Gonzalez-Sparks and Salcedo). Emotion, style of the life, moral beliefs and information regarding the product are shared by the consumer tribes. Therefore, the community celebrates the brand fest. Consumers get information and the idea regarding the winter product of Dubizzle through the brand fest that influences their purchasing behavior. Apart from this, the sharing of information about lifestyle, choice, and belief brings change in the perspectives of the consumer, which influence their traditional consumption process hence; by attending the brand fest consumers are able to update their buying behavior. Membership reference group is a group in which a person belongs at the recent time. People know their activities regarding their consumption in the membership group. Consumption activity of the individuals in the membership group brings social influence by providing information about the product (Yan, Zhao and Lan 2017). Sports equipment undergoes in the running products, therefore; membership reference group is useful for increasing the selling of such type products. However, people of such group keep modern thoughts and participation in the sport is a common trend in the recent year. Therefore, sharing the information regarding the products of Dubizzle among the members of such group will increase their sales by motivating the youth generation. Aspirational reference group highlights on the sub-category of a reference group. Individuals of such group are able to show their desire. However, the people try to copy the behavior of the other people in this certain group. High profile people like celebrities participate in this group in order to promote the business of a company (Djafarova and Rushworth 2017). Advertisement of any product through the celebrity is an effective approach to increase the brand value of an organization and people are easily motivated by such reference group. Consumers have no idea about the running product and they are usually motivated by this group as celebrity spokes individuals are present in this group. In the context of Dubizzle, their main aim is to sell their winter sports equipment hence, advertisement through the celebrities will inspire the people who are sporty in nature towards such brand. Positive and negative reference group are another vital reference group. Avoidance involves in the motivation to one people from other people and anti-brand community is another example of the negative reference group. Participants of such reference group possess behavior in order to reject the active brand. Members of such group are popular in the context of the online. Members of anti-branding community protest to the specific brand and try to increase the power of consumers (Tate et al. 2017). As for example, in the case of Dubizzle anti-brand community can affect their brand image by influencing the consumers negatively regarding the quality of their running products. However, it is very common to misguide the people by spreading false information regarding the sports equipment as these products are very sensitive to the individuals. Hence, if the people obtain doubt about the quality of the sports equipment they reject the specific bands without any judgment. Various reference groups play a significant role in influencing the consumption process of the consumers. Informational, value-expressive and utilitarian are the major three ways through which the reference groups motivates the consumers regarding the products or a specific brand. Individuals want to get information regarding any specific brand through the reference group, which includes a group of professional. However, individuals try to get brand related information as for example the work of the brand, product information and so on. In this case neighbor, friends and relatives provide them information those have appropriate information regarding the brand (Hayakawa and Venieris 2016). As for example, in the context of Dubizzle Dubai, they focus on the different sports equipment like ice skates, black ski Solomon, black ski pants and so on, which are popular products of such organization. However, running products refers to the current products and Dubizzle products are the current choice of customers. Hence, this brand can be easily selected by the consumers after approved by a specific testing agency. Value expressive influence focuses on the self-concept of the individuals. Individuals are allowed to show their self-concept and this process transfers one self-image to another person. Hence, the consumer accepts the product that is associated with their self-identity. In the context of Dubizzle, their sports products lead the individuals to feel that their purchasing attitude may increase their self-image in the society that is a key element to influence the consumer regarding such brand. On the other hand, individuals think that persons those use a particular brand that ensures their characters that they like to possess (Shin, Eastman and Mothersbaugh 2017). As for example, by following the advertisement of Dubizzle products through the celebrity the consumers become interested towards such brand. Utilitarian influence is another type of influence carried out by the different reference group. Purchasing behavior and preference of a consumer depend on the utility while the decision is associated with pleasure (Loureiro et al. 2017). In the context of Dubizzle, that is popular for their winter sports products can utilize the Utilitarian influence in motivating the customers. Conformity refers to the beliefs and attitudes of a group norm who shared the specific rules and regulations to the individuals. However, such rules and regulations guide the communication process between the individuals. Conformity takes place in the presence of a group of people or while the people are alone. Consumers have a tendency to follow the social norms while purchasing any product. In a youth, culture conformity occurs while individuals get confirmation regarding a brand quality from other people. (Carlsson Hauff et al. 2017). Hence, the fashion industry uses such process to expand their sale in the global market. As for example, Dubizzles products are mainly targeted the young generation, hence, getting information from the different reference group individuals are attracted towards the products of Dubizzle. An opinion leader is a vital type of reference group having knowledge about a particular product. As mentioned by (Park, Kim and Kwon 2017), perspectives of the opinion leader are highly acceptable by the individuals and it influences the choice of other people. However, it is difficult to identify the particular opinion leader. Hence, fashion marketers, those have good knowledge about the general features of the opinion leader they are able to involve such person in their business promotional strategies and improving brand image. As for example, it is a common target for all organizations to cover new customers besides the existing customers while launching a new product. Hence, opinion leadership will be beneficial for Dubizzle Dubai to identify new customers and motivate them to purchase their products. Market mavens and the surrogate consumers are other influencers who get compensation for their advice regarding the product purchase. Opinion leaders are experts and socially activ e. They possess' similar characteristics like consumers and have a tendency to buy the running product rapidly. Social power includes reward power if a consumer purchases something he or she expect appraisal from their friends in the society. This enhances the purchasing power of the consumers (Shavitt, Jiang and Cho 2016). Selling of goods in the market place is triggered by coercive power, which is a part of the social power. Through this way, the representative of an organization is able to sell the products to the peer group and the friends. Hence, it can be effective for Dubizzle Dubai as it will enhance their sales revenue generation. Legitimate power is another example of the social power that highlights the power or position of an individual to control the behavior of a consumer. Advertiser and the marketers use such legitimate power to ensure consumers about their actions (Kim and Qu 2016). Therefore, the individual member possesses expert power based on their knowledge, which increases the number of people in the group. Referent power is a vital area of the social power. However, if an individual purchase something they distribute their knowledge regarding the products among the other people, which influence the consumers to buy the product of such particular brand. As argued by Giesler and Thompson (2016), referent power often influences the individuals negatively as they purchase products based on the information of other, which may not always reliable. In the context of social media, referent power plays an important role as for example, on the Facebook if the friend gives like to particular brand than the liking process of the brand shows referent power, which influences others. This approach can be helpful for Dubizzle Dubai to distribute knowledge in the consumer domain through referent power. Consumer behavior is regarding a specific brand is a crucial area for any business. Use of various reference groups in order to understand the consumer attitude is a common trend and modern concept in the context of any business in the recent years. However, before using the reference group it is important for the business organization to understand the current needs of the consumers. For this reason application of motivation need theory as for example, Maslow hierarchy theory is beneficial for the business industry. Physiological needs, safety, love, esteem, and self-actualization are the basic elements of such theory (Healy 2016). In the case of a consumer cloth is a basic physiological need for them thus; by providing quality fashion product will fulfill the needs of the consumers. Therefore, safety is another aspect that a consumer needs while purchasing a product in terms of product quality. Therefore, love or belonging refers to the preference of a consumer towards a product. H owever, if they like a brand then they can be easily motivated towards such brand. Esteem generates while the consumers are fully satisfied with a product of an organization, as a result, their trust grow regarding such organization, which also influences their purchasing behavior. Moreover, self-actualization allows a consumer to get assurance about the service or products that they use (Schtte and Ciarlante). However, by following such Maslow theory, Dubizzle Dubai will identify the basic demands of the consumers and based which they use the reference groups to motivate the consumers in purchasing the running sports equipments. Various reference groups influence the consumption process of the running products as for example; the aspirational group is a useful reference group that includes the celebrity in the advertising process (Baumeister et al. 2016). Hence, in the context of Dubizle Dubai, they offer latest running products like black sky pants and ice skates which are very popular products of such organization need more customers attention. Hence, by using the Aspirational reference group the fashion industry can enhance the number of customers. As for example, if the consumers see that their favorite celebrity advertise the winter products of Dubizzle then they are easily attracted to buy such running products. Hence, the fashion industry takes such advantages as the opportunity and utilizes the effectiveness of such reference group. Application of the reference group is a common trend in fashion industry. However, purchasing behavior of the consumers influenced by the primary and secondary reference group. Family and friends are the most common primary reference group and the aspirational group is the effective secondary group (Kim and Qu 2016). Hence, in the context of Dubizzle Dubai, their winter athletic products can be popular in the customer domain through the reference groups. As for example, ice skates are the vital winter sports equipment that is offered by Dubizzle. Hence, if the consumers get assurance from their family and friends regarding the quality of such product they convinced and purchase it. For this reason, fashion industry offers the seasonal discount in the athletic items and they often offer to buy one and get one, which attract the concentration of people and after purchasing such products the primary reference groups distribute the information among their friends. This is a good approach to engulf the effectiveness of primary reference group by the fashion marketers. Referent power is categorized under the social power that influences the purchasing behavior of the consumers by spreading brand information through the social media (Robson and van der Heijden 2016). As for example, ski Salomon is a vital winter sports product of Dubizzle, hence, it is not necessary that people who like to purchase such kind of sports products having depth knowledge of any brand. Referent power highlights the information of such product of Dubizzle in the social media like Facebook, twitter, from which a large number of consumer reach to such particular product that are searching this type of products. This social power develops a big platform to the fashion industry to exhibit their innovation in a large consumer domain at different geographical regions. Fashion industry often uses the large and formal organization such as clubs which includes different peoples from high classes (McGowan, Shiu and Hassan 2017). As for example, winter products of Dubizzle have high demand in the UAE market. Hence, in order to increase their demand, such organization can conduct cultural events within a club. As a result, people are able to make a connection with their brand and become interested in purchasing products. However, this secondary reference group brings a lot of opportunities for the fashion industry to improve their business promotion by influencing the consumption process of the customers regarding the running products. Incorporation of the different types of reference groups in the advertising process and the business promotion allows the fashion industry to maximize their sales revenue as buying behavior of the consumers is influenced by such reference regarding any specific brand (Siwakoti 2017). However, reference group consists of in depth information regarding any brand and product that might be possible from their own purchasing experience or it can be achieved by the organization. Dubizzle Dubai and other fashion marketers use such concept of reference groups in order to motivate the people regarding the running products. As for example, the fashion marketers hire top celebrities for their advertisement process by offering them high amount as the advertisement of their products through such celebrities will positively influence the consumers and they purchase the products of such specific brand without any query (Rani 2014). The entire piece of work evaluates the impact of different reference groups in the context of Dubizzle Dubai. However, athletic products of Dubizzle are categorized under the running products. However, references groups can easily motivate the consumers while consumers often misguided by the wrong information of reference groups that affect the consumption of people. Furthermore, application of reference group is the common trend in the fashion market to enhance their sales revenue generation. References Baumeister, R.F., Clark, C.J., Kim, J. and Lau, S., 2017. 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