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  • Reference Group Reference Group

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    Mobashir Mahmood
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    The document discusses reference groups and their influence on consumers. It defines a reference group as a person or group that serves as a point of comparison for values, attitudes, or behaviors. Reference groups can influence consumers through information, utilitarian, and value-expressive factors. There are different types of reference groups including family, friends, social class, subcultures, cultures, and several consumer-related reference groups like friendship groups, shopping groups, work groups, virtual groups, brand communities, and consumer action groups. Celebrities, experts, common people, executives, employees, spokescharacters and other appeals can also serve as reference groups.

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    The document discusses reference groups and their influence on consumers. It defines a reference group as a person or group that serves as a point of comparison for values, attitudes, or behaviors. Reference groups can influence consumers through information, utilitarian, and value-expressive factors. There are different types of reference groups including family, friends, social class, subcultures, cultures, and several consumer-related reference groups like friendship groups, shopping groups, work groups, virtual groups, brand communities, and consumer action groups. Celebrities, experts, common people, executives, employees, spokescharacters and other appeals can also serve as reference groups.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    Download as pptx, pdf, or txt
    8 views16 pages

    Reference Group Reference Group

    Uploaded by

    Mobashir Mahmood
    The document discusses reference groups and their influence on consumers. It defines a reference group as a person or group that serves as a point of comparison for values, attitudes, or behaviors. Reference groups can influence consumers through information, utilitarian, and value-expressive factors. There are different types of reference groups including family, friends, social class, subcultures, cultures, and several consumer-related reference groups like friendship groups, shopping groups, work groups, virtual groups, brand communities, and consumer action groups. Celebrities, experts, common people, executives, employees, spokescharacters and other appeals can also serve as reference groups.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 16

    Reference Group

    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.

    Factors that affect reference


    group influence
    Influences consumers in three ways:
    Information
    Utilitarian
    Value-expressive

    Types of Reference Group

    Family
    Friends
    Social class
    Selected sub culture
    Ones own culture
    Other culture

    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

    Friendship groups

    Informal group
    Any structure or hierarchy

    Shopping groups

    Like minded persons


    Friends or family

    Work groups

    Peers
    Subordinates
    superiors

    Virtual groups or communities


    Social networks
    E mails
    E shopping

    Brand communities
    Using same brand
    Its like fan club

    Consumer-action groups
    Supporting for common cause
    Create awareness

    Celebrities
    To target segments

    The expert
    Expert in specific fields

    The common man


    People who use the products
    Real life situations

    The executive and employee spokesperson

    CEO as brand ambassador

    Spokes characters
    Fictional person
    Animated cartoons

    Other reference group appeals


    Special interest magazines
    Product rating sites

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