1. • 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

2. Factors that affect reference group
influence
• Influences consumers in three ways:
– Information
– Utilitarian
– Value-expressive

3. Types of Reference Group
• Family
• Friends
• Social class
• Selected sub culture
• One’s own culture
• Other culture

4. Selected Consumer-Related
Reference Groups and appeals
• Friendship groups
• Shopping groups
• Work groups
• Virtual groups or communities
• Brand communities
• Consumer-action groups
• Celebrities
• The expert
• The common man
• The executive and employee spokesperson
• Spokes characters
• Other reference group appeals

5. Friendship groups
• Informal group
• Any structure or hierarchy

6. Shopping groups
• Like minded persons
• Friends or family

7. Work groups
• Peers
• Subordinates
• superiors

8. Virtual groups or communities
• Social networks
• E mails
• E shopping

9. Brand communities
• Using same brand
• Its like fan club

10. Consumer-action groups
• Supporting for common cause
• Create awareness

11. Celebrities
• To target segments

12. The expert
• Expert in specific fields

13. The common man
• People who use the products
• Real life situations

14. The executive and employee
spokesperson
• CEO as brand ambassador

15. Spokes characters
• Fictional person
• Animated cartoons

16. Other reference group appeals
• Special interest magazines
• Product rating sites