Reference Group Cb 25.9.9
- 1. GROUP INFLUENCES ON CONSUMER BEHAVIOUR
- 2. GROUP TWO OR MORE INDIVIDUALS WHO SHARE A SET OF NORMS, VALUES, BELIEFS AND HAVE CERTAIN IMPLICITLY OR EXPLICITLY DEFINED RELATIONSHIPS TO ONE ANOTHER SUCH THAT THEIR BEHAVIOURS ARE INTERDEPENDENT
- 3. REFERENCE GROUP GROUP WHOSE PRESUMED PERSPECTIVES OR VALUES ARE BEING USED BY AN INDIVIDUAL AS THE BASIS FOR HIS/HER CURRENT BEHAVIOUR
- 4. CO-WORKERS AT WEEKEND JOB HOMETOWN FRIENDS FRIENDS AT APARTMENT COMPLEX CLASSMATES INSTITUTE CRICKET TEAM IMMEDIATE FAMILY INDIVIDUAL
- 5. CLASSIFICATION OF GROUPS FORMAL & INFORMAL – goals and structures PRIMARY & SECONDARY – interaction ASSOCIATIVE & DISSOCIATIVE – people are very similar as how I would like to be CONSUMPTION GROUPS Group self-selection on the basis of shared COMMITMENT to particular product class, brand or consumption activity Morning walk, Golf, Cricket, Swimming, Biking, Judo, Health club CONSUMPTION NEED NOT BE SHARED PHYSICALLY (ENTHUSIASM) Eg.. cricket uniform, cap, gloves,
- 6. BRAND GROUPS NON-GEORAPHICALLY BOUND COMMUNITY BASED ON A STRUCTURED SET OF SOCIAL RELATIONSHIPS AMONG OWNERS OF A BRAND & PSYCHOLOGICAL RELATIONSHIP WITH BRAND. Eg – Car clubs, annual get together, kitties, Brandfests
- 7. GROUP POWERS REWARD POWER EG.. FAIRNESS CREAMS, PIMPLE PROBLEMS, BAD ODOUR COERCIVE POWER EG.. TUPPERWARE EXPERT POWER EG.. DENTIST FOR TOOTHPASTE, CERTIFICATIONS REFERENT POWER EG.. GARNIER HAIR COLOUR
- 8. REFERENCE GROUP INFLUENCES INFORMATIVE use of opinion, behaviours as useful bits of information based on similarity & expertise UTILITARIAN VALUE-EXPRESSIVE NORMATIVE Individual fulfills group expectation to gain a direct reward or to avoid a sanction. Eg.. Mouthwash, Deo IDENTIFICATION when individual has internalized the group’s values & norms. Eg.. Showing socially active young people using the pdt
- 9. Group Benefits Informational Benefits – actively search information from opinion leaders /experts /professionals /friends /neighbours /relatives – Observation of behaviour of other people. Utilitarian Benefits – pressure on ind. to conform to preferences/expectations of another ind. or group.- visibility – control of rewards or punishments – motivation – satisfy expectations of others. Value-expressive benefits – motive to enhance self-concept, bolster his ego, like the group, establish maintain relationship
- 10. Variability Among Products Conspicuousness, exclusive, identified Distinction between luxuries & necessities Publicly consumed luxury Privately consumed luxury Publicly consumed necessity Privately consumed necessity Shifting of product perceptions Strategies :: not strong brand/pdt- intrinsic qualities, price, advantage over competing pdts ::: operative-kinds of people, stereotypes, learning, tailored appeal
- 11. DEGREE OF INFLUENCE BY REFERENCE GROUP VISIBLE USAGE – mobile / pen drive/ insurance/ medicines NON-NECESSARY ITEM- designer wear HIGHER COMMITMENT – dressing for dinner HIGH RELEVANCE OF PRODUCT TO GROUP – style of dressing for nice restaurant or basketball team PURCHASE CONFIDENCE