It is seen through research that members of groups with the greatest contact in a variety of situations are more likely to buy the same brands. Examples include celebrities and heroes. The five types of groups that influence consumer attitudes and behavior are as follows: 1. As a result, by exposing these insecurities, my reference group may be influencing my purchasing behavior by stimulating my own desire to hide or conceal my feelings of inadequacy via an act of conformity. He has had a very successful career, conducts himself in a respectful manner and has an enviable lifestyle.
In the case of credence goods, such as many professional services, the consumer finds it difficult to fully appreciate the quality of the goods even after purchase and consumption has occurred. In other words, where switching costs are relatively high, high patronage behaviour may be observed despite the absence of a favourable attitude towards the brand. The main characteristics of such groups is the validation of practices and belief systems that happen between people who belong to the group. Factors That Affect Reference Group Influence: Reference Groups affect consumer choice because of following factors: 1 Normative Influence: When reference groups affect behaviour and attitudes through pressures for conformity, then this is known as normative influence. At home for example, I am not really fussed about what I wear because nobody can see my clothes. For example, westerners associate the color white with purity, cleanliness and hygiene, but in eastern countries white is often associated with mourning and death. Reference Groups and Consumer Conformity: Sellers may hold divergent ends with respect to consumer conformance.
Opinion leaders are individuals to whom an opinion seeker turns for advice or product related information while making purchase decisions. For the consumer, channel switching offers a more diverse shopping experience. It is a group to which a person either belongs or would qualify for membership. So, the credibility of that group could be higher than other group. Consumer action groups are organized to correct a specific consumer abuse. The arrows run both ways between the young person and other family members and between young person and his or her friends.
Factors Affecting Reference Group Influence : Factors Affecting Reference Group Influence Credibility, attractiveness, and power of the reference groupWhich group are likely to persuade both behavior change and attitude change? These motivations may be negative - that is to avoid pain or unpleasantness, or positive - that is to achieve some type of reward such as sensory gratification. So far we have a wide variety of consumer groups and I chose Generation X for this project, to emphasize and target my research to consumers of that group. Policing The observation of other customers to ensure their appropriate behaviour Flexibility Customer willingness to adapt to situations beyond their control. Therefore, my act of conformity may be motivated by a desire to preserve or enhance my self-esteem, because by wearing designer clothes I can reduce the perceived risk of receiving social disapproval such as being laughed at or mocked Ross 1975, p. Shopping Group: Two or more people who shop together, whether for food, for clothing, or simply to pass the time can be called a shopping group. Parental Socialization: Parental socialization responsibility seems to be constantly expanding.
Young students who avoid wearing certain style of clothes for the fear of getting mocked by his friends experiences the type influence common to Normative groups. Sales representatives reach working women at their places of employment. Marketers of products such as clothing, fine jewellery, watches, snack, foods beverages etc. Reference groups that influence general or broadly defined values or behavior are called normative reference groups. Rewards Card Programs - explained programs are built on the insight that it costs 5-20 times more to acquire a new customer than to retain an existing customer. Selected Consumer-related Reference Groups : Selected Consumer-related Reference Groups 5.
A simple model of the socialization process that focuses on the socialization of young children but that can be extended to family members of all ages. The five types of groups that influence consumer attitudes and behaviour are as follows: 1. Types of Reference Groups: These four types of reference groups are shown in the Fig 8. However, the positive effects of brand association were far less for individuals who felt that they could improve themselves by themselves. These groups are important in the choice of products and services used in situations that are visible to others. Specific trade name penchants for merchandises are often passed on from one coevals to another coevals.
It could be as a consequence of divorce or any other factor. No universal evaluation process is used by consumers across all-buying situations. Some consumers use online sources simply to acquire information about planned purchases. Buyology: How Everything We Believe About Why We Buy is Wrong. The concept of switching costs also known as is pertinent to the understanding of brand switching. Secondly, and perhaps less obviously, many new fads and fashions emerge spontaneously from within these tribal groups. It is relatively widely accepted that emotional responses require fewer processing resources i.
Much the way they pick like-minded friends, consumers also purchase brands they believe represent standards they relate to. Emotional SupportThe provision of emotional nourishmentIncluding love, affection, intimacy3. Who will they ask for advice? Indeed, recent evidence suggests that bloggers may be emerging as a more important group of opinion leaders than celebrities. Friends influence the consumption pattern of individuals in certain category of products choice of food habits, drinks etc. Anyone with such high levels of involvement in groups will go in for recommendations from other in the group with respect to their purchase decisions. Within the past 30 old ages the incidence of the drawn-out household has besides declined because of the geographic mobility that splits up households.