Group
&
Reference
Group
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Consumer behaviour and its impact on Group and reference groups
Typology: Study notes
2017/2018
1 / 18
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Group
Reference
Group
Group
A group may be defined as two or more
people who interact to accomplish either
individual or mutual goals.
A group consist of person who have a sense of
relatedness as result of interaction with each
other.
2
Number of persons
Collective identity
Degree of Co-ordination
Extent of common
objectives
4
Features of Group
Importance of Groups
Provides personal relationship at work
place.
Everyone needs the company of
people at work to share experience with
them.
Groups provides understanding
companionship, supportive relationship
& above all the friendship.
A feeling of belongingness.
Recognition & status.
5
The family
Friendship
Groups
Formal Social
Groups
Shopping
Groups
CONSUMER RELATED
GROUPS
- It include only those groups with
which person interact on the direct
basis like family and close friends.
- Any person or group that serves as a
reference for an individual in the
formation of either general or specific
values, attitude or behaviours.
8
REFEREN
CE
GROUP
1
0
Types of Reference Groups
on the basis of their
Membership
A Contactual Group
An Aspirational Group
A Disclaimant Group
An Avoidance Group
1
1
Factors Affecting
Reference Groups
Information and Experience.
Conspicuousness of the
product.
Creditability, Attractiveness
and Power of the difference
group.
Elements of diffusion
Process
Innovation
Firm oriented Approach
Product oriented Approach
Market Oriented Approach
Consumer Oriented Approach
1
3
14
Product Characteristics that Influence
Diffusion
Relative Advantage
Compatibility
Complexity
Observability
Trialability
Awareness
Interest
Evaluation
Trail
Adoption or Rejection
16
Stages in Adoption
Process
Limitations of the Adoption
Process
Consumer may even reject the product after
trail.
In fact evaluation does not take place at a
particular stage, rather even takes place after
every stage.
Adoption process does not recognize that
problem reorganization precedes the
awareness stage.
1
7