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Reference Groups

Reference Groups

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Published by suhailmoon

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Categories:Types, Brochures
Published by: suhailmoon on Dec 08, 2009
Copyright:Attribution Non-commercial

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12/12/2011

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Reference groups
Reference groups
imply any person(s) who serve(s)as a point of reference or comparison for anindividual that cause him to develop certain values,attitudes or influence his behaviour
Normative reference groups
are those thatinfluence broadly defined values or behaviour while
comparative reference groups
influence narrowor spurious attitudes and behaviour
Indirect reference groups
are individuals who youdo not have direct face to face contact with but yetyou are influenced by them.
Consumers today are also influenced by online groups,consumer action groups, shopping groups and workgroups.
 
Reference groups
Major reference groups:
Family, friends, social class, selected subcultures,one’s own culture & other cultures.
How attractive a reference group becomes dependsprimarily on two things:1)How comfortable, through experience or productknowledge or both is a customer with theproduct.2)In the customer’s perception, how credible, powerfuland attractive is the reference group.3)How verbally/visually conspicuous is the productgroup?
 
Reference groups
Indirect reference groups:
Celebrities
and customer perception of theirexpertise and trustworthiness with respect to aproduct category can have quite an influence onconsumer behaviour
Experts
, because consumers trust them so much,play a mammoth role in shaping consumer behaviourtowards a brand.
Corporate or executive spokesperson
, muchadmired by the public, some business leaders havereached iconic status and use it quite well, like Steve Jobs, Richard Branson, Vijay Mallya, N. R. NarayanaMurthy,
et al
.

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