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CH 04
CH 04
CH 04
Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Learning Objectives
1. Understand the roles of different types of reference groups.
2. Learn how companies use different types of reference groups appeals.
Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Definition
Group:
A group is defined as two or more people who interact to accomplish either individual or mutual goals.
Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Definition
Membership Status: Sometimes groups are classified by membership status. A person is qualified for membership status when he/ she either belongs or would qualify for membership in.
Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Definition
Symbolic Group:
There are also group in which an individual is not likely to receive membership. Despite acting like a member by adopting the groups values, attitudes and behavior.
Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Definition
Reference Group:
A group in society that influences an individuals purchasing behavior. In another words, A reference group is any person or group that serves as a point of comparison (reference) for an individual in forming either general or specific values, attitudes or specific guide for behavior.
Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Definition
Reference Group:
From a marketing perspective, they are the groups that serve as frames of reference for individuals in their purchase or consumption decisions.
Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Ex: Shop together whether for food, for clothing or simply to pass the time.
Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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2. The Expert:
Experts are the marketers of the products/ services. A person who because of his/ her occupation, experience, special training is in a unique position to help the prospective consumer evaluate the product or service that the advertisement promote. Ex: Dentist for Pepsodent, Colgate toothpaste and Doctor for Lifebuoy Handwash etc.
Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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Query?
Thank You
For staying with me
Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior 8th edition, Prentice Hall 2006
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