REFERENCE

GROUPS
Group Members

10 8 . YA S H R A J S I N G R A J PU T
10 4 . YA S H P U J A R I
10 1 . HRISHIKESH PILLAI
111. A B H I J E E T R AT H O D
Groups:
•It is defined as two or more people who interact with each in order to achieve mutually agreed upon goals

Reference Groups:

•A reference group is a group whose presumed perspectives or values are being used by
an individual as the basis for his or her current behavior.
Types Of Reference
Groups
Family and Personal Space
MOBILE PHONES

Friends and Informal Social

Groups Affiliafte Marketing websites
• GSMareana.com, 91mobiles.com,
gadgets@ndtv and digit.in
Office and Formal
Social Groups College Events and Campaigns
• Various colleges in Tier-1 cities to
create a buzz
Consumer Action
Groups
Free Demos in Affluent Groups
• Sponsoring social meets and
festive celebrations
Membership Groups

Influencer Marketing
• Technical Guruji, TechBurner, and
Celebrity And Expert Geeky Ranjit (BA - Sonu Sood)
Influences
MAMA EARTH

1 Online Groups and Mall outlets

2
Forums
• Testing demos and product
• Keywords: Environment, toxin showcase
free, and chemical overdose • Attention buzz
• Size: >500 members • Online discount coupons

BEAUTY PRODUCTS
3 Influencer Marketing Sharing Packs
4
• Additional complementary trial
• Sara Ali Khan as Brand packs alongwith product
Ambassador delivery
• Social Media influencers • Online Distribution
collaboration
Reference Group Appeals
• Celebrity Appeals
• Expert Appeals
• Common man Appeals
• Executive Appeals
• Other Appeals

Usefulness of Reference Group Appeals

• Increase Customer Awareness
• Reduce perceived risk
Effects on Product Purchases and Brand Choices
Types of Influences

• Informational influence: When an individual uses the behaviors and opinions

of reference group members as potentially useful bits of information

• Normative influence: When an individual fulfills group expectations to gain a

direct reward or to avoid a sanction

• Identification influence: when individuals have internalized the group’s values

and norms. The individual behaves in a manner consistent with the group’s
values because his or her values and the group’s values are the same
Reference Group influence in Services
Public Private

Fine Dining Netflix Web series

Luxury
Restaurant

Necessity

Hair Cut Bank