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CASE STUDY ANALYSIS

GROUP 13 & 15

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Key Points

 The case discusses the socia in"uences and the appearances of a reference

#roup $Either aspirationa or dissociati%e& ha%e on the consumption pattern

of consumers. The study iustrates that the body type and 'uantity of food

of reference #roup chosen in"uences the consumer(s choice and 'uantity of food. The study )is based on anchorin# and ad*ustment e+ect dependin#

upon ,hether the anchor beon#s to aspirationa or dissociati%e #roup. Study

- taes into account the body type ,hie positionin# the anchor. Study /

considers t,o moderatin# factors one socia $Appearance Sef0esteem& and

other co#niti%e $co#niti%e busyness&. The study aso introduces concept of 

mimicin# in consumer beha%iour.

Arguments

•  The anchorin# or ad*ustment e+ect on consumption by a reference#roup can depend upon ,hether they beon# to an aspirationa #roup

or dissociati%e #roup.

•  The e+ects can aso %ary dependin# on the settin#. In an indi%iduaistic

or socia situation1 famiiarity bet,een the members1 norms pertainin#

to the situation1 socia barrier1 fear of *ud#ement etc.

• Consumers tend to mimic ess in a routine beha%iour than in a ne, or

controed beha%iour

• It aso depends on the co#niti%e oad for a person

•  The in"uences produce %unerabiity to a ne, product. Anchorin# e+ect

can shift ,rt ifestye chan#es.

Applications

Deodorant2 Socia aspects2 Di+erent socia #roup has a di+erent %ie, for

di+erent products. Socia %ie, point has to be incuded in the product desi#n

and has to be communicated by ,e tar#etin# that community. The product

,hich hods #ood in maret is supposed to ha%e a hu#e 345 pubicity ,hich

maes the consumers to try as ,e as mimic the product. 5imicin# is aso

dependent on ind of ceebrity endorsements or the ree%ant pubic 6#ure

that can tri##er a particuar tar#et #roup of consumers.

Recommendations

Dependin# upon the sociay ree%ant norms ,e coud se#ment and tar#et

di+erent #roups ,ith appropriate products. A ne, product can be

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successfuy introduced into the maret by anchorin# it ,ith a ,e

estabished product or associatin# it ,ith a popuar reference #roup.