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Consumer Behaviour Reference Groups

This document discusses reference groups, which are groups that influence an individual's attitudes, beliefs, and behaviors. It defines several types of reference groups, including normative groups that influence broad values, comparative groups used for specific comparisons, indirect groups with no direct contact but still influential, and aspirational groups an individual wants to belong to. The document also covers factors that influence reference groups and how they can help increase brand awareness and reduce perceived risk for consumers.

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3K views

Consumer Behaviour Reference Groups

This document discusses reference groups, which are groups that influence an individual's attitudes, beliefs, and behaviors. It defines several types of reference groups, including normative groups that influence broad values, comparative groups used for specific comparisons, indirect groups with no direct contact but still influential, and aspirational groups an individual wants to belong to. The document also covers factors that influence reference groups and how they can help increase brand awareness and reduce perceived risk for consumers.

Uploaded by

nightking_1
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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REFERENCE GROUP

Definition:
People whose attitudes, behavior
, beliefs, opinions, preferences, and values
are used by an individual as the basis for
his or her judgment
TYPES OF REFERENCE
GROUPS
Normative reference group
Comparative reference group
Indirect reference group
Contactual group
Aspirational group
 Disclamant group
 Avoidance group
TYPES OF REFERENCE
GROUPS
 Normative Reference Group:
Reference Groups that directly
influence general or broadly defined values or
behaviour are usually called Normative.

Ex: Insurance companies


TYPES OF REFERENCE
GROUPS
Comparative Reference Group:
This Group will serve as a
benchmark for certain specific or narrowly
defined attitudes are called Comparative.

Ex: Cricket team


TYPES OF REFERENCE
GROUPS
 Indirect Reference Group:
These are in the form of movie stars
,sports personalities etc..though there is no face to
face contact or interaction b/w the fan and
respective star, they are able to influence their
fans.

Ex: Scahin Tendulkar promoting Action shoes,


Adidas
Asin communicates about HUL’s LUX soap.
TYPES OF REFERENCE
GROUPS
 Contactual Reference Group:
This group will be in terms of a
persons membership or degree of
involvement with the in terms of the
positive/negative influence they are able to
evolve on the persons attitude ,behavior and
values.

Ex: clubs
TYPES OF REFERENCE
GROUPS
 Aspirational Reference Group:
Is one to which the individual
wishes or aspires to belong .An individual may
not have direct contact but he inspires to be a
member.

Ex: IBM employee


TYPES OF REFERENCE
GROUPS
 Disclamant Reference Group:
This is a group whose values or
behaviors does not appeal to the individual.

 Avoidance Reference Group:


Here the person will tend to avoid
the group and will adopt values, attitudes and
behaviors which will be in opposite to that of
group.
Ex: Andhra & Telangana issue
Influencing Factors of Reference
Groups
 Information and Experience
 Credibility , Attractiveness & power of the
reference group
 Conspicuous of the product
Reference Group & consumer
conformity
1.Explore
consumption habits Reference
& identify common Group
needs.

2. Inform the individual


about the product.

3.Provide opportunity
for comparison of
individual thinking with
group thinking

4. Attract customer
/individual by
highlighting or
associating brand of the
product with conformity
to group norms.
Benefits of Reference
Group
 Better communication and increased brand
awareness.
 Reduces perceived risk.
Benefits of Reference
Better communicationGroup
& increased brand awareness:-
 Reference group acts as the source of learning through
observation & hearing others experience and also with
more data & information available from others group
members.
 The individual customer is able to communicate & interact
with the group.
 This constant interactions b/w the individual & group,
influence his buying behavior and consequently increases
his awareness of the brand.
Benefits of Reference
Group
Reduces perceived risk:-
 This risk is reduced with customers association
with the reference group.
 The group provides & shares the information about
the product with the members in an open
environment.
 More over past experience of other members with
the usage of the product brand are also revealed.
 All these will remove the doubts of individual has
about the product.

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