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  • Types of Reference Group That Influence On Consumer Behaviour

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    Rani Pooja
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    This document discusses different types of reference groups that influence consumer behavior. It identifies direct and indirect reference groups, and describes primary, secondary, aspirational, and non-aspirational reference groups. Normative reference groups include parents, siblings, teachers, peers, and associates who influence consumers through norms, attitudes, and values. Comparative reference groups are those consumers compare themselves to, like celebrities and heroes. The document also outlines consumer-related reference groups like friendship groups, shopping groups, work groups, virtual groups, magazines, celebrities, experts, and fictional characters. Factors affecting reference group influence include conformity, group power and expertise, relevant information and experience, and personality characteristics.

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    This document discusses different types of reference groups that influence consumer behavior. It identifies direct and indirect reference groups, and describes primary, secondary, aspirational, and non-aspirational reference groups. Normative reference groups include parents, siblings, teachers, peers, and associates who influence consumers through norms, attitudes, and values. Comparative reference groups are those consumers compare themselves to, like celebrities and heroes. The document also outlines consumer-related reference groups like friendship groups, shopping groups, work groups, virtual groups, magazines, celebrities, experts, and fictional characters. Factors affecting reference group influence include conformity, group power and expertise, relevant information and experience, and personality characteristics.

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    16 views11 pages

    Types of Reference Group That Influence On Consumer Behaviour

    Uploaded by

    Rani Pooja
    This document discusses different types of reference groups that influence consumer behavior. It identifies direct and indirect reference groups, and describes primary, secondary, aspirational, and non-aspirational reference groups. Normative reference groups include parents, siblings, teachers, peers, and associates who influence consumers through norms, attitudes, and values. Comparative reference groups are those consumers compare themselves to, like celebrities and heroes. The document also outlines consumer-related reference groups like friendship groups, shopping groups, work groups, virtual groups, magazines, celebrities, experts, and fictional characters. Factors affecting reference group influence include conformity, group power and expertise, relevant information and experience, and personality characteristics.

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    © All Rights Reserved
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    of 11

    TYPES OF REFERENCE GROUP THAT INFLUENCE ON

    CONSUMER BEHAVIOUR
    Rani Puja
    MBA 3 rd Sem
    • From a marketing perspective, reference groups are
    groups that serve as frames of
    Reference for individuals in their purchase or
    consumption decisions.

    • Reference groups influence what types of product


    you will purchase and which brand
    of product you choose.
    • Levels of reference groups
    • Types of reference groups.

    Reference
    Groups

    Direct Indirect

    Non-
    Primary Secondary Aspirational
    Aspirational
    • Types of reference groups.

    Comparative reference group

    Normative reference group


    Normative reference groups.

    • Norms
    • Attitudes

    Affect
    • Values

    • Parents
    • Siblings

    Examples •
    •
    •
    Teachers
    Peers
    Associates
    • Friends
    Comparative reference groups.

    • Whom you compare yourself


    against.
    Affect • May strive to be like them.

    • Celebrities
    • Heroes
    Examples
    • Consumer related reference group

    Friendship Group Shopping Group Work Group

    Consumer Action Group


    Virtual Groups/Communities
    • Consumer related reference group

    Magazines
    Celebrities Common Man

    Expert
    characters of familiar
    The Executive/Employee cartoon character
    • Factors affecting reference group influence.

    • Conformity
    • Power & Expertise of groups
    • Relevant Information & Experience
    • Personality Characteristics.

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