Scribd Logo
Upload

Welcome to Scribd!

  • Consumer Behaviour Reference Groups

    Uploaded by

    nightking_1
    3K views13 pages
    This document discusses reference groups, which are groups that influence an individual's attitudes, beliefs, and behaviors. It defines several types of reference groups, including normative groups that influence broad values, comparative groups used for specific comparisons, indirect groups with no direct contact but still influential, and aspirational groups an individual wants to belong to. The document also covers factors that influence reference groups and how they can help increase brand awareness and reduce perceived risk for consumers.

    Original Description:

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    This document discusses reference groups, which are groups that influence an individual's attitudes, beliefs, and behaviors. It defines several types of reference groups, including normative groups that influence broad values, comparative groups used for specific comparisons, indirect groups with no direct contact but still influential, and aspirational groups an individual wants to belong to. The document also covers factors that influence reference groups and how they can help increase brand awareness and reduce perceived risk for consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    3K views13 pages

    Consumer Behaviour Reference Groups

    Uploaded by

    nightking_1
    This document discusses reference groups, which are groups that influence an individual's attitudes, beliefs, and behaviors. It defines several types of reference groups, including normative groups that influence broad values, comparative groups used for specific comparisons, indirect groups with no direct contact but still influential, and aspirational groups an individual wants to belong to. The document also covers factors that influence reference groups and how they can help increase brand awareness and reduce perceived risk for consumers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 13

    REFERENCE GROUP

    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: Insurance companies


    TYPES OF REFERENCE
    GROUPS
    Comparative Reference Group:
    This Group will serve as a
    benchmark for certain specific or narrowly
    defined attitudes are called Comparative.

    Ex: Cricket team


    TYPES OF REFERENCE
    GROUPS
     Indirect Reference Group:
    These are in the form of movie stars
    ,sports personalities etc..though there is no face to
    face contact or interaction b/w the fan and
    respective star, they are able to influence their
    fans.

    Ex: Scahin Tendulkar promoting Action shoes,


    Adidas
    Asin communicates about HUL’s LUX soap.
    TYPES OF REFERENCE
    GROUPS
     Contactual Reference Group:
    This group will be in terms of a
    persons membership or degree of
    involvement with the in terms of the
    positive/negative influence they are able to
    evolve on the persons attitude ,behavior and
    values.

    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.

    Ex: IBM employee


    TYPES OF REFERENCE
    GROUPS
     Disclamant Reference Group:
    This is a group whose values or
    behaviors does not appeal to the individual.

     Avoidance Reference Group:


    Here the person will tend to avoid
    the group and will adopt values, attitudes and
    behaviors which will be in opposite to that of
    group.
    Ex: Andhra & Telangana issue
    Influencing Factors of Reference
    Groups
     Information and Experience
     Credibility , Attractiveness & power of the
    reference group
     Conspicuous of the product
    Reference Group & consumer
    conformity
    1.Explore
    consumption habits Reference
    & identify common Group
    needs.

    2. Inform the individual


    about the product.

    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.

    You might also like