The paper "Choice of Comparisons in Intergroup Settings" is a great example of a Marketing Assignment. Reference groups tend to have an influence on the consumer behavior of people in regard to the purchase of food and drinks such as in normative compliance. When individuals seek out to be members of certain groups and will behave in a manner that makes their acceptance more expected and membership in these groups is mainly indicated by apparent consumption, they will ensure that their consumption behavior reflects the norms of the groups that they belong to or which they aspire to be members.
They will eat certain foods and drinks and avoid some kind of food and drinks due to various reasons. I was greatly affected by a reference group in my food purchasing decision. Prior to joining this reference group I belonged to a reference group that was not health-conscious and I felt comfortable but after some time I changed. I associate myself with a reference group that places more emphasis on the health and sustainability issues and these include issues such as the food safety nutritional value and we also prefer eating food that is locally produced and I prefer to eat Seaweed, laver, cockles.
The reason why they affected by purchasing decisions is based on the fact that I realized by taking this food we would be protecting and ensuring its sustainability since these weeds growing on the coastline. At first, I was not health conscious and would eat anything and most especially the junk food which was affecting my health in a negative way. After some medical assessment, I was advised on to take upon healthy eating practices and check closely what I ate and I eventually did away with the junk food and since a great number of my friends belonged to a reference group that placed more emphasis on healthy living I joined them and admired greatly there a way of life.
At the time we would visit restaurants and they would criticize me and discourage me from eating junk food but I assumed and placed no emphasis on what they said. I did not realize the benefits associated with healthy eating and just saw it as a myth.
They would order foods that are low in fats and at the same time foods that are produced locally and which are sustainable to the environment and mostly the seafood. Due to my association with the reference groups, I now tend to focus more on food items that are produced close at home. Despite the fact that this kind of meat offers economic, environmental and health benefits it also plays an essential role in buying local products.
Additionally, the food is of better quality and taste, healthier, have high standards and it enhances the sustainability of the environments since the food does not travel long distances. By making my purchases of Seaweed, laver, cockles I learned that my decision does not affect the environment in a negative way. Additionally, due to the reference, I tend to ensure that the Seaweed, laver, cockles that I purchase are labeled as non-GMO since they are healthier and they have lesser impacts on the environment. During the past, I did not take notice of where the foods are labeled GMO or not but I focused on the price and would focus more on the lowest priced products.
With time and after associating myself with the reference group I noted that price was not the only determining factors but there were other essential issues that as I should consider before making my purchasing decisions. The reference group has relied on affected by purchasing decisions not only in regard to food but also in relation to the drinks that I take. For example, I now tend to take a lot of water as compared to when I had not been influenced by the reference group since through the reference group I was able to understand the role of water in the human body.
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