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Factors that affect reference group influence

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Factors that affect reference group influence

  1. 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. 2. Factors that affect reference group influence • Influences consumers in three ways: – Information – Utilitarian – Value-expressive
  3. 3. Types of Reference Group • Family • Friends • Social class • Selected sub culture • One’s own culture • Other culture
  4. 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. 5. Friendship groups • Informal group • Any structure or hierarchy
  6. 6. Shopping groups • Like minded persons • Friends or family
  7. 7. Work groups • Peers • Subordinates • superiors
  8. 8. Virtual groups or communities • Social networks • E mails • E shopping
  9. 9. Brand communities • Using same brand • Its like fan club
  10. 10. Consumer-action groups • Supporting for common cause • Create awareness
  11. 11. Celebrities • To target segments
  12. 12. The expert • Expert in specific fields
  13. 13. The common man • People who use the products • Real life situations
  14. 14. The executive and employee spokesperson • CEO as brand ambassador
  15. 15. Spokes characters • Fictional person • Animated cartoons
  16. 16. Other reference group appeals • Special interest magazines • Product rating sites

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