What are reference groups in marketing?
A reference group includes individuals or groups that influence our opinions, beliefs, attitudes and behaviors. They often serve as our role models and inspiration. Marketers view reference groups as important because they influence how consumers interpret information and make purchasing decisions.
What are the types of groups relevant to consumer behaviour?
The four categories are Normative Groups, Comparative Reference Groups, Status Reference Groups and Dissociative Groups. (1) Normative Groups Park and Lessig – A consumer is motivated to conform to the norms and behaviour of the group if : The group provides significant rewards for the compliance.
What is consumer Group?
A consumer group is a set of consumers which cooperate to consume data from some topics. The partitions of all the topics are divided among the consumers in the group.
What are the three types of reference groups in marketing?
There are three basic types of reference groups: informational, utilitarian, and value- expressive. Informational influence can be powerful, and is perhaps the most easily affected by a well planned marketing strategy.
What are the three forms of reference group influence?
What are the 7 types of consumers?
Each one has unique traits, but it is important to note that your customers can be a combination of these seven types of customers.
- Loyal customer. This is your most important customer.
- Need-based customer.
- Impulsive customer.
- New customer.
- Potential customer.
- Discount customer.
- Wandering customers.
What is a reference group in marketing?
A reference group includes individuals or groups that influence our opinions, beliefs, attitudes and behaviors. They often serve as our role models and inspiration. Marketers view reference groups as important because they influence how consumers interpret information and make purchasing decisions.
What is the influence of reference groups on consumer behavior?
The influence of reference groups on Consumer Behaviour is felt through the influence of Social power. The following powers are used to influence individuals in a group: (1) Reward Power – It is the power to restrict or allocate material resources and rewards to a person.
What are primary and secondary reference groups in consumer buying?
I) Primary and secondary reference groups in consumer buying 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.
What are the three factors concerned with reference groups?
Three factors concerned with Reference Groups are Norms, Status and Roles. (1) Norms are rules set by Reference Groups in writing. People who belong to the Group are expected to adhere to the same at all points of time. Norms force consumers to go in for certain options as a part of their adherence process.