CHAPTER
ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY A group consist of
people who have a sense of relatedness as a result of interaction with each
other. Not every collection of individuals is a group as the term is used by
sociologists. Actually, we can distinguish three different collections of people; aggregations, categories, and
groups. An aggregations, categories, and groups. An aggregation is any number
of people who are in close proximity to one another at a given time. While a
category is any number of people who have some particular attributes in common.
Groups can be classified by content of
function , by degree of personal involvement , and by degree of organization.
Group properties consist of status norms, role, socialization, and power.
Consumers
conformity can be shaped by three different types of reference group influences;
informational, normative and identification. It is important to distinguish among these types, since the
marketing strategy required depends on the type of influence involved.
Informational influence; Informational influence occurs when an individual uses
the behaviours and opinions of reference group members as potentially useful
bits of information. This influence is based on either the similarity of the
group members to the individual or the expertise of the influencing group
member. Thus a person may notice several members of a given group using a
particular brand of coffee, he or she
may then decide
To try that brand
simply because there is evidence that it may be a good brand. Or one may decide to purchase a
particular brand model of computer because of friend who is very knowledge able
about computers owns or recommend it. In this case conformity is the result of
information shared by the group members
Normative influence;
Normative influence sometimes referred to ask utilitarian influence, occurs
when an individual fulfills group expectations to gain.
A direct reward or to
avoid a sanction. One may purchase a
particular brand of clothing to win approval from your colleagues. Or you may
refrain from wearing the latest fashion for fear for teasing by friends. The
essence of normative influence is the presence of a direct reward or sanction.
Identification
influence; Identification influence also called value expressive
influence occurs when individuals have internalized the groups values and norms.These then guide
the individuals behavior without any thought of reference group sanctions or
rewards. The individual has accepted the groups value as his or her own. The individual
behaves in a manner consistent with the groups values because the individuals
values and the groups values are the same. The research therefore seek to
provide an evaluation of group
behavior for organizational effectiveness and efficiency.
1.2
STATEMENT OF THE PROBLEM
A group consist of
people who have a sense of relatedness as a result of interaction with each
other. Understanding of group and their functioning is pivotal to providing the
right goods and services that meet their needs. Many addictions to purchases
are influenced by group members and so many decisions made are influence by group. The increasing nature
of group influences is exacting negative impact on patronage of goods and
services by it is not properly understood and addressed, many organisations do
not understand the group influences in their chosen field of business. As such
they lack the capacity. To relate nor exact positive actions from them. Therefore
the problem confronting this research is to provide an evaluation of group
behavior for organizational effectiveness and efficiency with a case study
of NTA.
1.3
RESEARCH QUESTIONS
1. What is the nature of group behavior and
its effect on organizational
effectiveness and efficiency?
2. What is the nature and effect of group
behavior on the effectiveness and efficiency of NTA?
1.4 OBJECTIVES
OF THE RESEARCH
1. To determine the nature and effect of group
behavior on organizational effectiveness and efficiency.
2. To determine the nature and effect of group
of behavior on the effectiveness and
efficiency of NTA.
1.5
SIGNIFICANCE OF THE STUDY
The study shall determine
the nature and effect of group behavior on the performance of the organization.
It shall also serve as a source of information to managers and institutions.
1.6 STATEMENT
OF HYPOTHESIS
1 Ho Group behavior is not significant in NTA
Hi Group behavior is significant
in NTA
2 Ho Organizational effectiveness
and efficiency in NTA is low
Hi Organizational effectiveness
and efficiency in NTA is high
3 Ho Effect of group behavior on
NTA effectiveness and efficiency is low.
Hi Effect of group behavior on
NTA effectiveness and efficiency is high
1.7 SCOPE
OF THE STUDY
The study focuses
on the appraisal of group behavior and
effect on the effectiveness and efficiency of
the organization
1.8 DEFINITION
OF TERMS
GROUP DEFINED
A group consist of
people who have a sense of relatedness as a result of interaction with each
other. Not every collection of individuals is a group as the term is used by
sociologists
AGGREGATION
An aggregation is
any number of people who are in close proximity to one another at a given time.
CATEGORY
While a category is
any number of people who have some particular attributes in common.
NORMATIVE INFLUENCE
Normative influence
sometimes referred to asd utilitarian influence, occurs when an individual
fulfills group expectations to gain A direct reward or to avoid a sanction. One
may purchase a particular brand of
clothing to win approval from your colleagues. Or you may refrain from wearing
the latest fashion for fear for teasing by friends. The essence of normative
influence is the presence of a direct reward or sanction
IDENTIFICATION INFLUENCE
Identification
influence also called value expressive influence occurs when individuals have
internalized the groups values and norms .These then guide the individuals
behavior without any thought of reference group sanctions or rewards. The
individual has accepted the groups value as his or her own. The individual
behaves in a manner consistent with the groups values because the individuals values
and the groups values are the same.
REFERENCES
Ayuba B. (2005)
marketing; principles and management, kaduna shukrah printing.
David Land Albert J. and Kenneth A. (2001) consumer behaviour; building marketing
strategy, New York.
Edward j.and william
j. (1963); fundamentals of marketing; new york, mcgraw hill, inc
Erica, Linda P, George Z (2002); consumer, new york mcgraw hill irwin.
Geoff r, (1988); modern industrial marketing;
new york; mcgraw- hill, inc.
