Download - Reference Group
Group
Definition – Two or more people who interact to accomplish either individual or mutual goals
Ones own culture Other cultures
Social ClassSelected
Subcultures
IndividualFamily Friends
Reference Groups
Degree of Influence of Reference Groups
sn
Selected Consumer Related Reference Groups
1. Friendship Groups
2. Shopping Groups
3. Work Groups
4. Brand Communities
Friendship Groups
Shopping Groups
Work Groups
Visual Communities
Orkut is a part of Visual Communities
Brand Communities
Consumer Action Groups
Executive &Employee
Executive &Employee
OtherGroup
Appeals
OtherGroup
Appeals
CelebritiesCelebrities
The Common Man
The Common Man
The ExpertThe Expert
Celebrities & Other Reference Group Appeals
Key Characteristics
of Opinion Leaders
Spokescharacters
Spokescharacters
Experts
Common Man
Other Brands that use commoners
Executive & Employee Spokesperson
• Ghari – Phele Istemal kare Phir Vishwas Karen
Types of Appeals in an Ad
Testimonial : Eye Donation
Actors - Endorsement
Spokesperson
Endorsement