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A group or a single person with

whom the consumer identifies withand to the extent that this group /person becomes a benchmark or apoint of reference

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Kinds of behaviour

Normative

Comparative

Disassociative

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Types of Reference Groups

Membership / Non-membership

Formal / Informal

Primary / Secondary

Symbolic / Anticipatory Aspiration

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REFERENCE GROUP INFLUENCE

PRIVATE

NECESSITIESWeak product inf &

weak brandinfluence

NECESSITY

Weak rg influenceon product

LUXURY

Strong rginfluence on

product

PUBLIC

Strong rginfluence on

brand

PRIVATE

Weak rg

influence on

brand

PUBLIC

LUXURIESStrong product

inf & strong

brand influence

PRIVATE

LUXURIESStrong product inf &

weak brand

influence

PUBLIC

NECESSITIESWeak product inf &

strong brand

influence

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Factors Affecting Influence of RG

Experience and Knowledge

Credibility

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Endorsers for Brands

Referent PowerCelebrity

Expert Power Co. Spokesperson / Expert /Celebrity

Legitimate Power Testimonial/

Co. Spokesperson

Reward Power Celebrity/ TradeCharacter

Coercive Power Testimonial /

http://pepsi.doc/http://pepsi.doc/

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