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A Reference group is any person or group that serves as a point of comparison for any individual in forming either general

or specific values, attitudes or behavior.

Reference groups that influence broadly defined values or behavior are called Normative reference groups

Reference

groups

that

serve

as

benchmarks for specific or narrowly defined attitudes or behavior are called Comparative reference groups

CONCEPTUAL GROUP DISCLAIMANT GROUP ASPIRATIONAL GROUP AN AVOIDANCE GROUP

INFORMATION AND EXPERIENCE CREDIBILITY, ATTRACTIVENESS AND OF REFERENCE GROUP CONSPICUOUSNESS OF THE PRODUCT

Marketers are particularly interested in the ability of reference group to change consumer attitudes and behavior; Hence consumer group must:

1.Inform or make the individual aware of a specific product or brand

2.Provide the individual with the opportunity to compare his or her own thinking with the attitude and behavior of the group. 3.Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group. 4.Legitimate an individuals decision to use the same products as the group.

CELEBRITIES THE EXPERT THE COMMON MAN

INCREASED BRAND AWARENESS REDUCED PERCEIVED RISK

Family is defined as two or more persons related by blood, marriage, or adoption who reside together.

Economic Support Suitable Family Lifestyles

Socialization Of Children And other Family Me

Sociologists

and

consumer

researchers

have long been attracted to the concept of the family life cycle as a way to classify family units into significant groupings

Family life cycle is divided into two types: 1. Traditional Family Life Cycle Five stages Stage 1- Bachelorhood Stages 2-Honeymooners Stage 3-Parenthood Stage 4-Postparenthood Stage 5-Dissolution