I have been asked to address the importance of groups as they relate to the study of sociology.
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In sociology groups are studied because humans interact in groups. Human beings are beings who each need the interaction with other human beings.
Human beings in relation to business and groups have a tendency to look at things in a cultural manner and have established mores which also help to influence the items which humans purchase. For example, a flat screen television with high definition is a purchase which many people in American or Western world homes identify as a want or must have. In the outback of Australia where indigenous people still live the way their ancestors lived, such a purchase would seem crazy.
People respond to one another and learn their values and morals from the group they inhabit. If a person feels like an outsider in a group, he will seek out those who are like him so that he can find a place where he feels that he belongs.
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