What are the reference groups in consumer Behaviour?
What are the reference groups in consumer Behaviour?
Reference groups are groups that consumers compare themselves to or associate with. They can heavily influence purchasing patterns. Friends, clubs, religious groups, and celebrities can all act as reference groups.
What are different models of consumer Behaviour?
Models of Consumer Behaviour – 4 Main Models: The Economic Model, The Learning Model, The Psychoanalytic Model and The Sociological Model.
What is a secondary reference group?
Loudon and Bitta defined secondary reference groups as those in which the relationship among members is relatively impersonal and formalized, such as political parties, unions, occasional sports groups, etc. The members of the secondary groups lack the intimacy of personal involvement.
How do reference groups influence a consumer?
Reference groups can influence a consumer by affecting how they perceive a given product or service (i.e., an informational influence), by affecting what the consumer values or aspires to be (i.e., a value-expressive influence) and/or by affecting the type of behavior displayed by the consumer (i.e.,…
What are the four types of consumer compliance groups?
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.
How do reference groups affect behaviour and attitudes?
When reference groups affect behaviour and attitudes through pressures for conformity, then this is known as normative influence. According to Park and Lessig, a consumer is motivated to conform to the norms and behaviour of the group if: (a) The group provides significant rewards for compliance and punishment for lack of compliance and
What are the two types of reference groups?
Reference groups can be divided into two major types: A normative reference group influences your norms, attitudes, and values through direct interaction. A comparative reference group is a group of individuals whom you compare yourself against and may strive to be like.
