Influence of reference

group(celebrity) on
consumer behaviour
 Reference Group

Reference groups influence consumer behavior by bulding aspirations for

the individual and helping him to choose the product for a particular
lifestyle. They are small groups and consist of family, close friends, work
groups, neighbours or any other group of people you associate with.
 TYPES OF REFERENCE GROUPS
Three types of reference groups can be
described-
1.Aspirational
2.Associative
3.Dissociative.
 ASPIRATIONAL

Aspirational reference groups are groups that we admire and wish to be like
but are not currently a member of. For example, groupies often aspire to be
like members of a rock band. Or, a younger brother may want to be like his
older brother and other older children.
 ASSOCIATIVE

Associative reference groups are groups that we do belong to. For

example,you are an accepted member of a clique of friends and an extended
family. You might also be a member of a particular work group, club, or
school groupAssociative reference groups are therefore those which we are a
member and with whom we identify.
 DISSOCIATIVE

Dissociative reference groups are groups whose attitudes, values, and

behaviors we disapprove of and that we do not wish to emulate. For
example, Rap groups promoting violence are dissociative reference groups
for some people.
 SELECTED CONSUMER – RELATED
REFERENCE GROUPS
• Friendship Groups
• Shopping Groups
• Work Groups
• Virtual Groups or Communities
• Brand Communities
• Consumer – action Groups
• Celebrities
 Celebrity Endorsement
Celebrity Endorsement is a form of advertising campaign or marketing
strategy used by brands, companies, or a non-profit organization which
involves celebrities or a well-known person using their social status or their
fame to help promote a product, service or even raise awareness on
environmental or social matters.
 Effect Of Celebrity endorsement
On Consumer Behaviour
• If celebrities endorse a product or service, then consumer tend to listen-
and believe because they have fond of them.
• Using celebrities can increase consumers awarness of the ad, capture their
attention and make ads more memorable.
• Increase brand awareness among consumers.
• those who continually see the local celebrity in a commercial for a certain
product may be convinced to try the product.
• The celebrity must fill the gap between the consumer and brand when one
is present.
• They look at the physical attributes of the celebrity has such as body
shape, facial features,
 Advantages of celebrity endorsement
• These celebrity endorsers are perceived and gifted with dynamic,
attractive and likeable qualities and companies try to align these qualities
to their products through marketing communication strategies.
• An advertisement featuring a celebrity delivers a higher degree of appeal,
attention, recall rate and possibly purchase products and thereby
contributing substantial positive impact on financial returns for the
companies.
• Its help Consumer to remember ads.
• Make people believe the product contributes to superstar status.
 Disadvantages of celebrity endorsement
• Lack of credibility
• consumers might not believe that the endorsers really consume the
product that they endorse.
• endorser’s effectiveness is reduced when there is a bad fit between the
endorsing person and the product.
• Confusion
• Buying high price products.
• Does not match with consumer expectations.
• Don’t convey right message.
 About LUX
• LUX is a global brand developed by Unilever.
• The range of products includes beauty soaps, shower gels, bath additives,
hair shampoos and conditioners.
• Lux started as "Sunlight Flakes" laundry soap in 1899.
• The brand was founded by the firm Lever Brothers, now known as 
Unilever, in 1899.
• The name changed from "Sunlight Flakes" to "Lux" in 1900, a Latin word
for "light" and suggestive of "luxury.”
• In 1929, advertising featured 26 of the biggest female stars of the day,
creating a huge impact among the movie-loving target audience. This was
followed by Hollywood directors talking about the importance of smooth
and youthful skin. This pioneered the trend of celebrity product
endorsements.
 Related case study with topic
• 1940s and 1950s: Romancing the Consumer
• Using movie stars as role models, Lux's strategy was to build relevance by
looking at beauty through the consumer's eyes. While still retaining the
star element, the focus shifted to the consumer and the role of the brand in
her life.
• Stars include: Deanna Durbin and Deborah Kerr.
• Lux soap has been heavily advertised in India using top
Bollywood actresses. Madhubala, Saira Bano, Meena Kumari,
Helen, Mala Sinha, Sadhna, Babita, Asha Parekh, Hema Malini,
Rekha, Zeenat Aman, Rati Agnihotri, Vidya Sinha, Sridevi, Jaya
Prada, Madhuri Dixit, Juhi Chawla, Karisma Kapoor, Rani
Mukerji, Amisha Patel, Kareena Kapoor, Aishwarya Rai, Priyanka
Chopra, Katrina Kaif and Asin Thottumkal and Tabu have all
been past brand ambassadors of Lux soap.
• 1970s, Lux stars stepped down from their pedestals and were portrayed as
multi-faceted women with natural beauty that the ordinary woman could
relate with and aspire to.
• Stars included: Brigitte Bardot and Natalie Wood.
• Since 2008, building off the brand's root strengths, focus has
shifted away from femininity to more emphasis on beauty as it
relates to consumers' fantasies and aspirations. 
• In early 2000, the focus shifted from specific skin benefits to a stronger
emotional space.
• The brand provided the link between the aspirational role models and real
life with the campaign, Lux brings out the star in you
• In 2005, Lux encouraged women to celebrate and indulge their femininity
with the Play with Beauty philosophy, with stars like Aishwarya Rai. The
brand also encouraged consumers to take a more active stance on beauty.
• In India, Lux celebrates women with an annual "Golden Rose Awards"
which joins together the female cinematic legends in Bollywood.
• Today, in efforts of building brands with purpose, Lux pushes the boundary
by inspiring women to rise above societal judgments and be express
themselves unapologetically.