referrence groups (2)

8/8/2019 Referrence Groups (2)

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What is a Reference Group?

Reference Group:

Is a Group whose presumed perspective or values are

being used by an individual as the basis for his current

behavior.


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Factors that affect Reference Group influence

REFERENCE GROUPS


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Types of Reference Groups

Normative Reference Group:

Reference group that generate values or behavior of a person.

Those groups are with whom the person gets into contact directly

very often.

Permanent.

Example : College students


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Comparative Reference Group:

Reference group that serve as benchmarks for specific narrowly

defined attitudes or behavior.

Temporary.

Example : Friends Family


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Membership No Membership

Positive Influence

Negative Influence

Contactual RG

Disclaimant RG

Aspirational RG

Avoidance RG

Membership to the Reference Group is Dynamic and Changes with Time andExternal Influences


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IN TERMS OF MEMBERSHIP

Contactual / Membership Reference Group:

Individual holds membership of this group

Regular face-to-face contact with the members of the group

Approves of the values, attitudes and standards

Aspirational Reference Group:

Individual does not hold membership

No face-to-face contact with the members of the group

Provide positive influence on attitudes, values and behaviors

Membe rship

NoMembersh ip


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IN TERMS OF MEMBERSHIPDisclaimant Reference Group:

Individual holds membership of this group

Regular face-to-face contact with the members of the group

Does not approves of the values, attitudes and standards

Avoidance / Dissociative Reference Group

Individual does not hold membershipNo face-to-face contact with the members of the group

Individual avoids / has opposite attitudes and values

Membe rship

NoMembersh ip


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Factors affecting Reference Group Influence

1.Information and Experience High for consumers less likely to be

influenced by reference groups

1.Credibility , Attractiveness and Power of the

Reference Group

2.Conspicuousness of the Product Verbally conspicuous product easily

explained to others higher influence by the

reference group


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Factors affecting Reference Group Influence


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Other Reference Group Influences

Informational Influence

Occurs when an Individual uses the behaviors and opinions of the

reference group members as potentially useful information

Influence is based on similarity to group members / expertise of the

influencing member E.g.: Purchasing a NOKIA cell phone because my friends have one

Identification Influence

Occurs when the individual has internalized the groups values and norms

E.g.: Purchase of health foods because I belong to a fitness group


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Reference Group Influences

Public Luxuries

Golf ClubsSnow Skis

Private Luxuries

TV Video GamesIce Makers

Public NecessitiesWrist WatchDress Clothes

Private NecessitiesMattressesFloor Lamps

Strong Weak

Strong

Weak


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Celebrity Appeal


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Applications of reference group influences

1. Use of Celebrities for Product endorsements

2. Use of Experts for Product endorsements

3. Use of Spokespersons for Product endorsements

referrence groups (2)

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