Reference Groups2

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  • 8/14/2019 Reference Groups2

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    A group or a single person with

    whom the consumer identifies withand to the extent that this group /person becomes a benchmark or apoint of reference

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    Kinds of behaviour

    Normative

    Comparative

    Disassociative

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    Types of Reference Groups

    Membership / Non-membership

    Formal / Informal

    Primary / Secondary

    Symbolic / Anticipatory Aspiration

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    REFERENCE GROUP INFLUENCE

    PRIVATE

    NECESSITIESWeak product inf &

    weak brandinfluence

    NECESSITY

    Weak rg influenceon product

    LUXURY

    Strong rginfluence on

    product

    PUBLIC

    Strong rginfluence on

    brand

    PRIVATE

    Weak rg

    influence on

    brand

    PUBLIC

    LUXURIESStrong product

    inf & strong

    brand influence

    PRIVATE

    LUXURIESStrong product inf &

    weak brand

    influence

    PUBLIC

    NECESSITIESWeak product inf &

    strong brand

    influence

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    Factors Affecting Influence of RG

    Experience and Knowledge

    Credibility

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    Endorsers for Brands

    Referent PowerCelebrity

    Expert Power Co. Spokesperson / Expert /Celebrity

    Legitimate Power Testimonial/

    Co. Spokesperson

    Reward Power Celebrity/ TradeCharacter

    Coercive Power Testimonial /

    http://pepsi.doc/http://pepsi.doc/
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