The following slides give you insights about the reference groups and their use in consumer behaviour.

1. INFLUENCE OF
REFERENCE
GROUPS ON
CONSUMER
BEHAVIOR
By
ARJUN SABESH

2. DEFINITION
From a marketing perspective, reference
groups are groups that serve as frames of
reference for individuals in their purchase
or consumption decisions.
Reference groups influence what types of
products you will purchase and which
brand of product you choose.

3. LEVELS OF
REFERENCE
GROUPS

4. TYPES OF
REFERENCE
GROUPS REFERENCE
GROUPS
DIRECT
PRIMARY
SECONDARY
INDIRECT
ASPIRATIONAL
NON-
ASPIRATIONAL

5. TYPES OF REFERENCE GROUPS
NORMATIVE REFERENCE
GROUP
COMPARATIVE REFERENCE
GROUP

6. Normative
reference
group
• Norms
• Attitudes
• Values
Affects
• Parents
• Siblings
• Teachers
• Peers
• Associates
• friends
Examples

7. Comparative
reference
group
• whom you compare
yourself against
• may strive to be like
them
Affects
• Celebrities
• Heroes
Examples

8. Consumer
related
reference
group
FRIENDSHIP
GROUPS
SHOPPING
GROUPS
WORK GROUPS
VIRTUAL GROUPS/
COMMUNITIES
CONSUMER–
ACTION GROUPS

9. Consumer
related
reference
groups
Celebrities Expert Common Man The Executive/
Employee
Spokesperson
Trade/ Spokes
Characters or Familiar
Cartoon Characters
Editorial content of
Special –interest
Magazines
High Rating in
Consumer Reports

10. Factors
affecting
Reference
group
influence
Conformity
Power & Expertise of Groups
Relevant Information & Experience
Personality Characteristics

11. THANK YOU!