Explain Different Types of Reference Groups That Influence Consumer Behavior

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1 Normative Groups Park and Lessig A consumer is motivated to conform to the norms and behaviour of the group if. 1 Aspirational ve Want-to-Be 2 Non-inspirational -ve DONT Want to Be IDOLS MICHEAL JACKSON 5.

Consumer Behaviour And Factors Influencing Buyer Behavior Mba Knowledge Base

Income has the ability to influence the buying behavior of a person.

. Teenagers will be more interested in buying colorful clothes and beauty products. A ref group that you belong to or associate with because of informational normative andor value-expressive influence. Primary reference groups exert a strong influence on our values and behaviors.

They influence consumers attitudes and behavior. Informational value-expressive utilitarian when individuals alter their behaviors or beliefs to meet the expectations of a particular group when a need for psychological association with a group causes acceptance of its norms values attitudes or behaviors when people have difficulty assessing. Step-by-step explanation Normative reference group inspires ones attitudes norms and values which is the basis upon which they make decisions regarding purchasing Roberts 2019.

Subcultures include nationalities religions racial groups and geographic regions. Situational product and personal characteristics. Peer pressure certainly can be a negative but it also can be a positive.

Examples of your normative reference groups include your parents siblings teachers peers. Humans are inherently social animals and individuals greatly influence each other. When reference groups affect behaviour and attitudes through pressures for conformity then this is known as normative influence.

Higher income gives higher purchasing power to consumers. Reference groups help people navigate their way through financial decisions relationships child-rearing recreation and many other aspects of life. One of the factors that influence consumer buying behavior is social Read More Assignment On Rausna 1388 Words 6 Pages same category.

Culture is a very complex belief of human behaviour it includes the human society the roles that the society plays the behaviour of the society its values customs and traditions. Age subculture age cohort is an example of how consumers cultural bond with each other. Secondary reference groups are those with which an individual.

A useful framework of analysis of group influence on the individual is the so called reference groupthe term comes about because an individual uses a relevant group as a standard of reference against which oneself is comparedReference groups come in several. I explored the factors lying behind the manifestation of reference group influence and classified them into three categories. Consumer behavior incorporates ideas from several sciences including psychology biology chemistry and economics.

Friends Family Members Relatives Co Workers All the above influence the buying decisions of consumers due to. Eg families workmates alumni Describe informational influence When we seek info from knowledgable and credible. Reference groups influence consumers in three ways.

Factors that influence consumer buying behavior can be classified into four classes which are social factor cultural factor personal factor and psychological factor. Types of Reference Groups a. I Primary and secondary reference groups in consumer buying.

Indirect STUDENT CLUBS 1Primary. A secondary group is a group that has much less contact than a primary group but these groups still influence consumer behavior. Elderly people have a totally different buying behavior.

Primary Group - consists of individuals one interacts with on a regular basis. A primary group is a group that includes members who have frequent and direct contact. A number of different types of reference groups influence consumers.

Reference groups are generally of two types. Co workers family members relatives neighbours friends seniors at workplace often form reference groups. Categories of Reference Groups The four categories are Normative Groups Comparative Reference Groups Status Reference Groups and Dissociative Groups.

The three types of reference group influences include comparative informational and normative. Exclusivity and Visibility Dimensions Exclusivity refers to few people possessing or using the product and if many are using the product it is less exclusive. According to Park and Lessig a consumer is motivated to conform to the norms and behaviour of the group if.

These are people we typically spend more time with value opinions of and feel comfortable being around. If you have ever dreamed of being a professional player of basketball or another sport you have an aspirational reference group. These subcultures can influence the consumer behavior.

Reference groups also help businesses advertisers and social scientists better determine patterns of behavior to sell. Necessity goods are less conspicuous than luxury goods. Reference group influences the product and brands when the product is conspicuous.

Middle-aged are focused on house property and vehicle for the family. A normative reference group influences your norms attitudes and values through direct interaction. Reference groups are groups social groups work groups family or close friends a consumer identifies with and may want to join.

Consumer behavior is the study of consumers and the processes they use to choose use consume and dispose of products and services including consumers emotional mental and behavioral responses. The group provides significant rewards for the compliance. A primary reference group is one with which an individual interacts on a regular basis and whose opinion is of importance to him family neighbors close friends colleagues and co- workers are examples of primary reference groups.

The conspicuousness can be measured by. Culture needs to be examined as it is a very important. Reference Groups affect consumer choice because of following factors.

I examined the specific features of shopping in groups and presented how reference group influence takes place in such cases. In this guide well take a look at the.

Factors Influencing Consumer Behavior