1. • 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.
Reference Group
2. Factors that affect reference group
influence
• Influences consumers in three ways:
– Information
– Utilitarian
– Value-expressive
3. Types of Reference Group
• Family
• Friends
• Social class
• Selected sub culture
• One’s own culture
• Other culture
4. 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