CHAPTER  1

1.1  BACKGROUND OF THE STUDY

CONSUMER S   conformity can be shaped by three different types of reference group influences ;informational, normative and indentification.

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 Group Behaviour  and opinions of reference group members as potentially useful bits of information. This influence is based on either the similarity of the groups  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 Group Behaviour

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   Group Behaviour  . In these case conformity is the result of information shared by the group members

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 Group Behaviour

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 effiency. With a case study of  NTA

1.3    RESEARCH   QUESTION

W hat is the nature  of group behavior and its effect on organizational  effectiveness and effiency

What is the nature and effect of group behavior on the effectiveness and efficiency of NTA

1.4                OBJECTIVE OF THE RESEARCH

TO  determine the nature and effect  of group behavior on organizational effectiveness   and efficiency

T o 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

Ho     Group behavior is  significant in NTA

2    Ho    organizational effectiveness and efficiency in NTA  is low

Hi     organizational effectiveness and efficiency in NTA  is low

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

---

---