Reference groups
- 2. What is a Group? Two or more people who interact to accomplish either individual or mutual goals A membership group is one to which a person either belongs or would qualify for membership A symbolic group is one in which an individual is not likely to receive membership despite acting like a member
- 5. Reference Groups 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 serves as direct or face to face points of comparison in forming a person’s attitude or behavior
- 8. Broad Categories of Reference Groups Normative Reference Groups : groups that influence general or broadly defined values or behavior (family) Comparative Reference Groups : groups that benchmark specific or narrowly defined attitudes or behaviors (people the consumer admires or aspires to follow their lifestyles, not necessarily family)
- 9. Broad Categories of Reference Groups
- 10. Broad Categories of Reference Groups Indirect Reference Groups : individuals or groups with whom a person does not have direct contact
- 11. Athletes Celebrities Political leaders Broad Categories of Reference Groups - Individuals
- 12. Music Groups Sports Groups Welfare Groups Broad Categories of Reference Groups
- 13. Consumption-Related Reference Groups Friendship groups Shopping groups Work groups Virtual groups or communities Consumer-action groups
- 14. Factors Affecting Reference Group Influence Conformity Group’s Power and Expertise Relevant Information & Experience Product Conspicuousness Personality Characteristics Most people tend to follow society’s expectations regarding how to look/act (change in beliefs/actions towards societal norms ) Capacity to alter the actions of others Mahindra Resorts – information,experience and credibility Visibilty / tangibility of a product – Standees at a Cricket Game, Business Chaupal Gullible, Out-going
- 15. Reference Group Appeals Celebrities The expert The “common man” The executive and employee spokesperson Trade or spokes-characters Other reference group appeals
- 16. Types of Celebrity Appeals TYPE DEFINITION EXAMPLE Testimonial Based on personal usage, a celebrity attests to the quality of the product or service Wasim Akram for Accu Check Endorsement Celebrity lends his name and appears on behalf of a product or service with which he/she may not be an expert Pierce Brosnan for Pan Bahar Actor Celebrity presents a product or service as part of a character endorsement Parineeti Chopra – Kurkure Family Spokesperson Celebrity represents the brand or company over an extended period of time Sachin Tendulkar for MRF
- 17. Factors Encouraging Conformity: A Reference Group Must ... Inform or make the individual aware of a specific product or brand Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group Legitimize the decision to use the same products as the group