FACTORS THAT AFFECT PROFITABILITY. PHYSICAL AND CLIMATIC FACTORS.
Factors that affect reference group influence
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Transcript of Factors that affect reference group influence
• 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