Why Your Customers Social

Identities Matter?
By: Guy Champniss,
Hugh N. Wilson,
Emma K. Macdonald

Group 6:
Bhupesh Negi 153017
Madhav Mehra 153022
Anshul Rawat 153023
Mayank Rathore 153027
Muskan 153028
Radhika Bansal 153033
Why don't
cu st o m e r s d o
w h a t t he y say
they’ll do ?
THE ISSUE Often customer behaviour turns out to be different from what marketing research
predicts

HOW SOCIAL IDENTITIES SHIFT

● We think of ourselves as some members

of a group. At any point of time what we
are doing and where we are, brings one
of our groups front of mind.
● There are a set of behaviour that we
recognise as appropriate to a given
group.
➢ Our social identity helps us understand
how to act in a way that enhances our
distinctiveness and status.
 MANAGING SOCIAL IDENTITIES
● A person can have multiple social
identities at a single instance.
● Social identity shapes customer’s final
decisions
● Marketers should encourage customers
to tune in to an identity that inspires to
visit the stores
● Shifting focus from individual’s attitude
to individual’s social self.
GOALS TO BE ACHIEVED BY THE MARKETER’S STRATEGY

2. HELP THE
CUSTOMER
TUNE
IN BETTER
NAL
1. BOOST THE SIG Avoid inadve
STRENGTH rtent clashes
of company’s
communicatio
look n with the
Everyone wants to behavior requ
t from ired in a
distinctively differen relevant socia
the mass l group
 4. FIND A DIF
FERENT
STATION PAY
ING YOUR
ADD A S O N G TO TH E SONG
3.
LIST
STATION’S PLAY In case of diffe
rence in value
goal to the group preposition an
Suggesting a new d behavior
ew behavior to the endorsed by So
in order to add a n cial Identity, lo
ok
recognized set for ways to trig
ger more
constructive id
entity
LAUNCHING A NEW
BRAND STATION

● There are many historic

examples to show how
a company can benefit
from building a
community around a
social identity.

● Many examples show

that it is possible to
create a shared identity
around services, A group to show how
products. companies can support a
base of enthusiasts It helps a lot in winning
business to the company.
 CREATING NEW IDENTITIES
❏ This was done by an experiment
including consumer groups and to
comment on marketing draft ideas for a
fruit smoothie brand
❏ 3 groups were made with different social
identities, some weak and some very
strong
❏ Participants in a group with stronger
social identities engage far more in the
behaviors the company requested them
❏ The same can be seen in Frito-Lays
famous “Crash The Super Bowl
Contest” for their brand Doritos
THANK
YOU