Culture

Social
Personal
Psychological

Buyer
Buyer

Key Factors
Cultural
Social
Personal
Psychological

Groups
Membership
Reference
Opinion Leaders
Family
Many influencers
Roles and Status

5-3

(1)Primary: Daily
STUDENT

a. Direct

CLUBS

Types of
Reference
Groups

(2)Secondary:
(1) Aspirational (+ve)
Want-to-Be

b. Indirect

IDOLS

(2) Non-inspirational (ve)

MICHEAL
DONTJACKSON
Want to Be

 Normative vs. Comparative Reference Groups

Normative Reference Groups - A group in which
individuals are motivated to gain or maintain
acceptance. To promote this acceptance,
individuals hold their attitudes in conformity with
what they perceive to be the consensus of
opinion (norms) among the group members.
Comparative Reference Groups - A group which
individuals use as a standard or point of
reference in making evaluations or comparisons
of themselves and of other individuals or groups

 Friendship Groups Most likely to influence after

the family
Shopping Groups 2 or more people who shop
together
Work Groups Who work together as a part of a
work team
Virtual Groups/ Communities
ConsumerAction Groups Who are dedicated in
providing assistance to consumers in order to
make correct purchase decisions

1. Celebrities
2. Experts
3. Common Man (someone just like them uses it)
4. The Executive/ Employee Spokesperson
5. Trade/ Spokes Characters or Familiar Cartoon Characters
6. Respected Retailers
7. Editorial content of Special interest Magazines
8. Seals of Approval
9. High Rating in Consumer Reports

1. Information and Experience

High for consumers less likely to be
influenced by reference groups
2. Credibility, Attractiveness and Power of the
Reference
Group
3. Conspicuousness of the Product
Verbally conspicuous product easily
explained to others higher influence by the
reference group

Brand Choice
Strong

Product Choice

Public Luxuries
Strong Golf Clubs

Weak

Weak
Private Luxuries

Snow Skis
Sail Boat

TV Video Games
Ice Makers
Trash Compactors

Public
Necessities

Private
Necessities

Wrist Watch
Automobiles
Dress Clothes

Mattresses
Floor Lamps
Refrigerators

Decision-making unit
of a buying
organization is called
its buying center.
Not a fixed and
formally identified
unit.
Membership will vary
for different products
and buying situations.

Buying Center
Members:

Users
Buyers
Deciders
Gatekeepers
Influencers
Initiators