Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Factors that affect reference group influence

21,627 views

Published on

Published in: Education, Technology
  • Be the first to comment

Factors that affect reference group influence

  1. 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. 2. Factors that affect reference group influence • Influences consumers in three ways: – Information – Utilitarian – Value-expressive
  3. 3. Types of Reference Group • Family • Friends • Social class • Selected sub culture • One’s own culture • Other culture
  4. 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. 5. Friendship groups • Informal group • Any structure or hierarchy
  6. 6. Shopping groups • Like minded persons • Friends or family
  7. 7. Work groups • Peers • Subordinates • superiors
  8. 8. Virtual groups or communities • Social networks • E mails • E shopping
  9. 9. Brand communities • Using same brand • Its like fan club
  10. 10. Consumer-action groups • Supporting for common cause • Create awareness
  11. 11. Celebrities • To target segments
  12. 12. The expert • Expert in specific fields
  13. 13. The common man • People who use the products • Real life situations
  14. 14. The executive and employee spokesperson • CEO as brand ambassador
  15. 15. Spokes characters • Fictional person • Animated cartoons
  16. 16. Other reference group appeals • Special interest magazines • Product rating sites

×