Reference groups are individuals or groups that influence a person's values and behaviors. There are several types of reference groups including family, friends, social class, subcultures, and other cultures. Marketers appeal to various consumer-related reference groups such as friendship groups, shopping groups, work groups, virtual groups, brand communities, and celebrity endorsers. Successful reference group appeals utilize experts, average consumers, company executives, fictional spokescharacters, and other third-party groups.

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

5. Friendship groups
• Informal group
• Any structure or hierarchy

6. Shopping groups
• Like minded persons
• Friends or family

7. Work groups
• Peers
• Subordinates
• superiors

8. Virtual groups or communities
• Social networks
• E mails
• E shopping

9. Brand communities
• Using same brand
• Its like fan club

10. Consumer-action groups
• Supporting for common cause
• Create awareness

11. Celebrities
• To target segments

12. The expert
• Expert in specific fields

13. The common man
• People who use the products
• Real life situations

14. The executive and employee
spokesperson
• CEO as brand ambassador

15. Spokes characters
• Fictional person
• Animated cartoons

16. Other reference group appeals
• Special interest magazines
• Product rating sites