Why consumer want to belong to a certain reference group?

Answer 1

People join Groups to satisfy their needs Groups offer security to people. By joining a group, an individual can reduce the insecurity of standing alone. people feel stronger, less threatened, and suffer less doubt. An individual can achieve Certain status by joining a group that others view as important because the group provides recognition and status for its members. Self Esteem is the way that people feel about themselves. An individual's feelings of self esteem can be raised by being accepted into a highly valued group. Satisfy the Social needGroups represent power because group action can achieve what individuals often cannot achieve by themselves. People also join groups to achieve goals that they cannot achieve alone. Kind regards Siphokazi Mondliwa [South Africa]