factors that affect reference group influence
DESCRIPTION
TRANSCRIPT
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• A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior.
Reference Group
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Factors that affect reference group influence
• Influences consumers in three ways:– Information– Utilitarian– Value-expressive
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Types of Reference Group
• Family• Friends• Social class• Selected sub culture• One’s own culture• Other culture
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Selected Consumer-Related Reference Groups and appeals
• Friendship groups• Shopping groups• Work groups• Virtual groups or communities• Brand communities• Consumer-action groups• Celebrities • The expert• The common man• The executive and employee spokesperson• Spokes characters• Other reference group appeals
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Friendship groups
• Informal group• Any structure or hierarchy
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Shopping groups
• Like minded persons• Friends or family
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Work groups
• Peers• Subordinates• superiors
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Virtual groups or communities
• Social networks• E mails• E shopping
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Brand communities
• Using same brand• Its like fan club
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Consumer-action groups
• Supporting for common cause• Create awareness
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Celebrities
• To target segments
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The expert
• Expert in specific fields
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The common man
• People who use the products• Real life situations
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The executive and employee spokesperson
• CEO as brand ambassador
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Spokes characters
• Fictional person• Animated cartoons
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Other reference group appeals
• Special interest magazines• Product rating sites