influence of reference groups on consumer behaviour
DESCRIPTION
TRANSCRIPT
BuyerBuyer
Psychological
Personal
Social
Culture
Groups Membership Reference Opinion Leaders
Family Many influencers
Roles and Status
5 - 3
CulturalSocialPersonalPsychological
Key FactorsKey Factors
Types ofReference
Groups
a. Direct
b. Indirect
STUDENTSTUDENT
CLUBSCLUBS
(1)Primary: Daily
(2)Secondary:
(1) Aspirational (+ve)“Want-to-Be”
(2) Non-inspirational (-ve)“DON’T Want to Be”
IDOLSIDOLS
MICHEAL JACKSONMICHEAL JACKSON
Normative vs. Comparative Reference Groups
Normative Reference Groups - A group in which individuals are motivated to gain or maintain acceptance. To promote this acceptance, individuals hold their attitudes in conformity with what they perceive to be the consensus of opinion (norms) among the group members.
Comparative Reference Groups - A group which individuals use as a standard or point of reference in making evaluations or comparisons of themselves and of other individuals or groups
Friendship Groups – Most likely to influence after the family
Shopping Groups – 2 or more people who shop together
Work Groups – Who work together as a part of a work team
Virtual Groups/ Communities
Consumer–Action Groups – Who are dedicated in providing assistance to consumers in order to make correct purchase decisions
1. Celebrities
2. Experts
3. Common Man (someone just like them uses it)
4. The Executive/ Employee Spokesperson
5. Trade/ Spokes Characters or Familiar Cartoon Characters
6. Respected Retailers
7. Editorial content of Special –interest Magazines
8. Seals of Approval
9. High Rating in Consumer Reports
1. Information and Experience
• High for consumers – less likely to be influenced by reference groups
2. Credibility, Attractiveness and Power of the Reference
Group
3. Conspicuousness of the Product
• Verbally conspicuous product – easily explained to others – higher influence by the reference group
Public LuxuriesGolf ClubsSnow SkisSail Boat
Private LuxuriesTV Video GamesIce MakersTrash Compactors
Public NecessitiesWrist Watch AutomobilesDress Clothes
Private NecessitiesMattressesFloor LampsRefrigerators
Strong Weak
Strong
Weak
Brand Choice
Prod
uct C
hoice
Decision-making unit of a buying organization is called its buying center.
Not a fixed and formally identified unit.
Membership will vary for different products and buying situations.
Buying Center Members: Users Buyers Deciders Gatekeepers Influencers Initiators