Groups

Definition of group

A group is a social entity that allows individuals to interact with one another in relation to particular phenomena. As a result of these frequent social interactions, a group social structure is evolved. Brodbeck has given this definition of a group: “A group is an aggregate of individuals standing in certain descriptive (i.e observable) relations to each other. The kinds of relation exemplified will, of course, depend upon, or determine, the kind of group, whether it be a family, and audience, a committee, a labour union, or a crowd.

Groups may be ‘natural ‘, e.g., family groups; they may be especially formed to achieve certain objectives, e.g., steering committees; they may evolve because some individuals feel the need for sharing intellectual or other interest; they may result from occupational responsibilities, e.g., work groups.

Types of groups

Two generic types of groups may be identified: primary and secondary.

Primary groups refer to those intimate, personal associations by which relationships of a regular nature are built between two or more persons.

These groups have primary influence on the individual member’s personal development; they include the family, friends of working colleagues, and involve an individual in direct and frequent interactions with other members.

Secondary groups have been differentiated by some researches as those groups tho which an individual may belong by more deliberate choice than could be exercise with being a member of primary group e.g. , membership of a political party compared with family membership.

Groups can also be classified as formal or informal, Formal groups have defined organizational structures and the duties and rights of members are specified. Informal groups have less rigid structures, although their ibjectives may be pursued as avidly as those of formal groups.

The bond that connects people can vary the complexity and power of determining the durability of relationships connecting them. Every man in his life is participating in many forms of social life.

Maslow's theory of motivation is that human beings are motivated by unsatisfied needs, and that certain lower needs need to be satisfied before higher needs can be addressed. Per the teachings of Abraham Maslow, there are general needs (physiological, safety, love, and esteem) which have to be fulfilled before a person is able to act unselfishly. These needs were dubbed "deficiency needs." While a person is motivated to fulfill these basal desires, they continue to move toward growth, and eventually self-actualization. The satisfaction of these needs is quite healthy. while preventing their gratification makes us ill or act evilly.

As a result, for adequate workplace motivation, it is important that leadship understands which needs are active for individual employee motivation. In this regard, Abraham Maslow's model indicates that basic, low-level needs such as physiological requirements and safety must be satisfied before higher-level needs such as self-fulfillment are pursued. As depicted in this hierarchical diagram, sometimes called 'Maslow's Needs Pyramid' or 'Maslow's Needs Triangle', when a need is satisfied it no longer motivates and the next higher need takes its place.

Group Influences

Humans are inherently social animals, and individuals greatly influence each other.

A useful framework of analysis of group influence on the individual is the so called reference group—the term comes about because an individual uses a relevant group as a standard of reference against which oneself is compared. Reference groups come in several different forms.

• The aspirational reference group refers to those others against whom one would like to compare oneself. For example, many firms use athletes as spokespeople, and these represent what many people would ideally like to be.

• Associative reference groups include people who more realistically represent the individuals’ current equals or near-equals—e.g., coworkers, neighbors, or members of churches, clubs, and organizations. Paco Underhill, a former anthropologist turned retail consultant and author of the book Why We Buy has performed research suggesting that among many teenagers, the process of clothes buying is a two stage process. In the first stage, the teenagers go on a "reconnaissance" mission with their friends to find out what is available and what is "cool." This is often a lengthy process. In the later phase, parents—who will need to pay for the purchases—are brought. This stage is typically much briefer.

• Finally, the dissociative reference group includes people that the individual would not like to be like. For example, the store literally named The Gap came about because many younger people wanted to actively dissociate from parents and other older and "uncool" people. The Quality Paperback Book Club specifically suggests in its advertising that its members are "a breed apart" from conventional readers of popular books.

Sources:



http://www.abraham-maslow.com/m_motivation/Hierarchy_of_Needs.asp

Peter M. Chisnall - Consumer behaviour - third edition