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1/10

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2/10

Buyer

Psychological

Personal

Social

Culture

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3/10

Groups

Membership

Reference

Opinion Leaders

Family

Many influencers

Roles and Status

5 - 3

Cultural

Social

Personal

Psychological

Key Factors

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4/10

Types ofReference

Groups

a. Direct

b. Indirect

STUDENT

CLUBS

(1)Primary: Daily

(2)Secondary:

(1) Aspirational (+ve)Want-to-Be

(2) Non-inspirational (-ve)DONT Want to Be

IDOLS

MICHEAL JACKSON

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5/10

Normative vs. Comparative Reference Groups

Normative Reference Groups - A group in whichindividuals are motivated to gain or maintain

acceptance. To promote this acceptance, individualshold their attitudes in conformity with what theyperceive to be the consensus of opinion (norms) amongthe group members.

Comparative Reference Groups - A group whichindividuals use as a standard or point of reference inmaking evaluations or comparisons of themselves andof other individuals or groups

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6/10

Friendship Groups Most likely to influence after thefamily

Shopping Groups 2 or more people who shop together

Work Groups Who work together as a part of a workteam

Virtual Groups/ Communities

ConsumerAction Groups Who are dedicated inproviding assistance to consumers in order to makecorrect purchase decisions

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7/10

1. Celebrities

2. Experts

3. Common Man (someone just like them uses it)

4. The Executive/ Employee Spokesperson

5. Trade/ Spokes Characters or Familiar Cartoon Characters

6. Respected Retailers

7. Editorial content of Special interest Magazines

8. Seals of Approval

9. High Rating in Consumer Reports

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8/10

1. Information and Experience

High for consumers less likely to be influenced byreference groups

2. Credibility, Attractiveness and Power of theReference Group

3. Conspicuousness of the Product

Verbally conspicuous product easily explained toothers higher influence by the reference group

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9/10

Public Luxuries

Golf ClubsSnow Skis

Sail Boat

Private Luxuries

TV Video GamesIce Makers

Trash Compactors

Public NecessitiesWrist Watch

Automobiles

Dress Clothes

Private NecessitiesMattresses

Floor Lamps

Refrigerators

Strong Weak

Strong

Weak

Brand Choice

ProductCh

oice

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10/10

Decision-making unit ofa buying organizationis called its buyingcenter.

Not a fixed andformally identified unit.

Membership will varyfor different productsand buying situations.

Buying CenterMembers: Users

Buyers Deciders

Gatekeepers

Influencers

Initiators