• 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

Factors that affect reference group influence

• Influences consumers in three ways:– Information– Utilitarian– Value-expressive

Types of Reference Group

• Family• Friends• Social class• Selected sub culture• One’s own culture• Other culture

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

Friendship groups

• Informal group• Any structure or hierarchy

Shopping groups

• Like minded persons• Friends or family

Work groups

• Peers• Subordinates• superiors

Virtual groups or communities

• Social networks• E mails• E shopping

Brand communities

• Using same brand• Its like fan club

Consumer-action groups

• Supporting for common cause• Create awareness

Celebrities

• To target segments

The expert

• Expert in specific fields

The common man

• People who use the products• Real life situations

The executive and employee spokesperson

• CEO as brand ambassador

Spokes characters

• Fictional person• Animated cartoons

Other reference group appeals

• Special interest magazines• Product rating sites