Influence of reference groups on consumer behaviour

Buyer Psychological Personal Social Culture

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Types of Reference Groups a. Direct b. Indirect STUDENT CLUBS (1)Primary: Daily (2)Secondary: (1) Aspirational (+ve) “Want-to-Be” (2) Non-inspirational (-ve) “ DON’T Want to Be” IDOLS MICHEAL JACKSON

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Strong Weak Strong Weak Brand Choice Product Choice Public Luxuries Golf Clubs Snow Skis Sail Boat Private Luxuries TV Video Games Ice Makers Trash Compactors Public Necessities Wrist Watch Automobiles Dress Clothes Private Necessities Mattresses Floor Lamps Refrigerators

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Influence of reference groups on consumer behaviour

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Influence of reference groups on consumer behaviour