consumer buyer behaviour
DESCRIPTION
Understand the importance of groups and types of different groups. Understand the factors affecting reference group influence. Understand what are the marketing applications in the context of reference group.TRANSCRIPT
Group Influence and
Consumer Reference Groups
WHAT IS A GROUP?
TWO OR MORE PEOPLE WHO INTERACT
INTERDEPENDENT PEOPLE
SHARE EXPLICIT PSYCOLOGY WITH EACH OTHER
SOURCE OF INFLUENCE
INDIVIDUALS WHO SHARE AN IDEOLOGY
COLLEAGUES AT WORK
PEOPLE AT A RAILWAY STATION
PEOPLE PRAYING TOGETHER
IDENTIFY THE GROUPS
TYPES OF GROUPS
SYMBOLIC GROUPMEMBERSHIP GROUP
FORMAL GROUP
SECONDARY GROUP
PRIMARY GROUP
INFORMAL GROUP
CONSUMECONSUMER R
RELEVANRELEVANT T
GROUPSGROUPS
FAMILY
FRIENDS
FORMAL SOCIAL GROUP
INFORMAL WORK GROUPS
SHOPPING GROUPS
STRUCTUSTRUCTURE AND RE AND
FUNCTIOFUNCTIONN
SOCIALISM
BIOLOGICAL MAINTENANCE
SENSE OF BELONGING
IDENTITY TO THE INDIVIDUAL
PHYSICAL AND PSYCOLOGICAL SECURITY
ESTABLISHING CONTACTS
SOCIAL STATUS
CONFORMCONFORMITY TO ITY TO
THE THE GROUPGROUP
An indivdual has to follow certain norms of
the group
PEER PRESSURE
SANCTIONS
GOSSIP APPROVALS
REFERENCREFERENCE GROUPE GROUP
POINT OF COMPARISION
FRAME OF REFERENCE
PERCEPTION
VALUES AND BELIEFS OR OTHER INDIVIDUALS
FOLLOWING IDOLS
BROAD CATEGORIES OF REFERENCE GROUPS
NORMATIVE REFERENCE GROUPS
COMPARATIVE REFERENCE GROUPS
NORMATIVNORMATIVE E
REFERENCREFERENCE GROUPE GROUP
A group that influences the general values or behavior of
an individual.
COMPARATICOMPARATIVE VE
REFERENCE REFERENCE GROUPSGROUPS
A group whose norms serve as a benchmark for highly
specific or narrowly defined types of behavior.
INDIRECT INDIRECT REFERENCREFERENCE GROUPSE GROUPS
Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities.
CONSUMER
REFERENTS
Reference Groups
ASPIRATIONAL GROUP
CONTRACTUAL GROUP
DISCLAIMANT GROUP
AVOIDANCE GROUP
POSITIVEREFERENCE GROUPS
NEGATIVEREFERENCE GROUPS
Information and experienceCredibility, attractiveness, and power of
the reference groupConspicuousness of the product
FACTORS AFFECTING REFERENCE GROUP INFLUENCE
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
FACTORS ENCOURAGING CONFORMITY
REFERENCE GROUP APPEALSCelebritiesThe expertThe “common man”The executive and
employee spokespersonTrade or spokes-charactersOther reference group
appeals
A promotional technique in which a celebrity who has used a product or service
speaks highly of its benefits in order to influence consumers to buy.
Celebrities who may or may not be users of a particular
product or service may lend their names to
advertisements for such products or services for a
fee.
A celebrity or company executive who represents a product, brand, or company over an extended period o
time, often in print, on television, and in personal
appearances.
TYPES OF CELEBRITY APPEALS TYPETYPE DEFINITIONDEFINITION EXAMPLEEXAMPLE
Testimonial Based on personal usage, a celebrity attests to the quality of the product or service
Sachin Tendulkar Using the Visa Card
Endorsement Celebrity lends his name and appears on behalf of a product or service with which he/she may not be an expert
Aishwariya Rai endorsing Lo’real
Actor Celebrity presents a product or service as part of a character endorsement
Imran Khan in the New Coca Cola add
Spokesperson Celebrity represents the brand or company over an extended period of time
Priyanka Chopra is the brand ambassador of Nokia
An expert has some special training or is highly experienced or is an
outstanding professional
A common man endorses a product with which he is satisfied.dove and ariel uses this approach.
Top executives are well known. They can be effective influences. Vijay Mallya is used in an add where he advises moderation in drinking.
OTHER OTHER REFERENCREFERENCE POINTSE POINTS
Media
Reputed store
Cartoon characters
Seals of approval
Objective product ratings.
MERITS MERITS OF OF
REFERENCREFERENCE GROUP E GROUP APPEALAPPEAL
INCREASES AWARENESS OF THE BRAND
REDUCES PERCEIVED RISK IN PURCHASING A SPECIFIC PRODUCT