Consumer Behaviour Reference Groups
Consumer Behaviour Reference Groups
Definition:
People whose attitudes, behavior
, beliefs, opinions, preferences, and values
are used by an individual as the basis for
his or her judgment
TYPES OF REFERENCE
GROUPS
Normative reference group
Comparative reference group
Indirect reference group
Contactual group
Aspirational group
Disclamant group
Avoidance group
TYPES OF REFERENCE
GROUPS
Normative Reference Group:
Reference Groups that directly
influence general or broadly defined values or
behaviour are usually called Normative.
Ex: clubs
TYPES OF REFERENCE
GROUPS
Aspirational Reference Group:
Is one to which the individual
wishes or aspires to belong .An individual may
not have direct contact but he inspires to be a
member.
3.Provide opportunity
for comparison of
individual thinking with
group thinking
4. Attract customer
/individual by
highlighting or
associating brand of the
product with conformity
to group norms.
Benefits of Reference
Group
Better communication and increased brand
awareness.
Reduces perceived risk.
Benefits of Reference
Better communicationGroup
& increased brand awareness:-
Reference group acts as the source of learning through
observation & hearing others experience and also with
more data & information available from others group
members.
The individual customer is able to communicate & interact
with the group.
This constant interactions b/w the individual & group,
influence his buying behavior and consequently increases
his awareness of the brand.
Benefits of Reference
Group
Reduces perceived risk:-
This risk is reduced with customers association
with the reference group.
The group provides & shares the information about
the product with the members in an open
environment.
More over past experience of other members with
the usage of the product brand are also revealed.
All these will remove the doubts of individual has
about the product.