Relation to a Reference Group
For a long period, I was dreaming about playing soccer professionally. Still, due to certain personal and family reasons, I could not devote my life to this kind of sport professionally. Still, I always knew that I had a possibility to join or, at least, find a reference group with people, who could share my interests and intentions. That is why my choice of a soccer reference group seems to be evident and properly grounded. Though it is an aspirational reference group, I think that its role and impact on my life are crucial indeed. Aspirational reference groups help people in a variety of ways because it is a good opportunity for ordinary people to be admired of and be willing to be alike. Manchester United Football Club is one of the oldest English organizations. Though my personal relation to this group is indirect, its influence remains to be crucial for my life. The participants of this kind of reference group turn out to be good examples of how to strive for victory, achieve the goals set, and never leave the intention to have more. Despite numerous losses and inabilities to take the leading position, the team and its managers always demonstrate good preparations, standards, and ideas on how to become better.
Impact of the Membership
The membership in such reference group, even if it is indirect, influences my consumer behavior in several ways. The experts say that the level of influence depends on the individuals or the groups. Still, in general, the chosen reference group helps me identify my lifestyle, desires, and even the behavior. This group creates a powerful image of how I should behave under different conditions. I am eager to buy more products connected to the Manchester United Club to be more similar to its members. Having a T-shirt with the label of the chosen club and wearing it from time to time provides me with the required portion of inspiration I want to get.
Consumption, Affiliation, and Benefits
I want to believe that my decision to buy some production of the chosen group is one of the ways to become happier. It is not only a thing that can belong to one of the group’s members. It is a possibility for me to be closer and connected to the spirit of the chosen team. Besides, if I buy some Manchester United products and find more people sharing my position, I realize that I am not alone and always have someone to talk about my preferences. In spite of the fact that I spend money on different products, personal benefits I get with the reference group are priceless for me.
Brand
In fact, being a soccer fan and admire Manchester United does not mean to be dependent on its brand or its products only. Having all those things related to the group is a chance for me to realize that I have a goal to be achieved. At the same time, sometimes, I wish I could have more benefits from being such a devoted fan. There are so many ideas of how marketers can improve my experience related to affiliation with the chosen reference group. I want to believe that the more things I have with the favorite label, the more I can get in future. I want to know that my purchases can be appreciated by the members of the group. Of course, I realize that it is not possible for the members of Manchester United pay more attention to its fans. Still, I would like to believe that what its members offer ideas and products to ordinary people like me not just to earn more money but to provide people with hope and understanding.