Influence of reference groups on consumer behaviourPresentation Transcript
Buyer Psychological Personal Social Culture
Roles and Status
5 - Cultural Social Personal Psychological Key Factors
Types of Reference Groups a. Direct b. Indirect STUDENT CLUBS (1)Primary: Daily (2)Secondary: (1) Aspirational (+ve) “Want-to-Be” (2) Non-inspirational (-ve) “ DON’T Want to Be” IDOLS MICHEAL 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
Common Man (someone just like them uses it)
The Executive/ Employee Spokesperson
Trade/ Spokes Characters or Familiar Cartoon Characters
Editorial content of Special –interest Magazines
Seals of Approval
High Rating in Consumer Reports
Information and Experience
High for consumers – less likely to be influenced by reference groups
Credibility, Attractiveness and Power of the Reference Group
Conspicuousness of the Product
Verbally conspicuous product – easily explained to others – higher influence by the reference group
Strong Weak Strong Weak Brand Choice Product Choice Public Luxuries Golf Clubs Snow Skis Sail Boat Private Luxuries TV Video Games Ice Makers Trash Compactors Public Necessities Wrist Watch Automobiles Dress Clothes Private Necessities Mattresses Floor Lamps Refrigerators
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.