Group Conformity, Opinions Leaders and Peer Pressure

Everyone as an individual, has a group that they belong to.  Each group has its own membership criteria and actions and marketers can target these groups.  If your in a group you obviously want to belong or need something. This is where we looked at Maslows hierarchy of needs.

Maslows Hierarchy of Needs

It is a human instinct to crave acceptance.  When I was in secondary school, everyone had a pair of boots.  Because of the look and fame that came with it, I wanted a pair too. 

The boots were a big hit, all through out secondary school.  They were not necessarily targeted at teens because my mum also had a pair as well.  However, the marketers catered to a wide audience! 

Marketers have to know what groups their target market fit inbto, in order to be able to make good sells.