25
Sep
Generally all the people in the reference group have common buying behavior and influence each other. Reference Group which affect the value or behavior is widely called the Normative Reference Group.
Consumer perceptions of reference group influence on product and brand decisions were examined using 645 members of a consumer panel and 151 respondents in a followup study.
Factors that affect reference group influence. Factors that affect reference group influence 1. A person or group that serves as a point of comparison or reference for an individual in the formation of either. Factors that affect reference group influence Influences consumers in three ways.
Information Utilitarian. Credibility Attractiveness and Power of the Reference Group. A reference group that is perceived as credible attractive or powerful can induce consumer attitude and behavior change.
For example when consumers are concerned with obtaining accurate information about the performance or quality of a product or service they are likely to be persuaded by those whom they consider trustworthy and. Reference Groups affect consumer choice because of following factors. When reference groups affect behaviour and attitudes through pressures for.
FACTORS THAT AFFECT REFERENCE GROUP INFLUENCE. The degree of influence that a reference group exerts on an individuals behavior usually depends on the nature of the individual and the product and on specific social factors. An individual who has firsthand experience with a product or service or can easily obtain full Information about it is less likely to be.
In this article we look at one of the common factors that affect consumer buying behavior. As consumers our buying decisions are often influenced by our reference groups these being the group of people whose presumed perspectives or value are used as a basis for purchasing decisions. The reference group is one factor that affects the purchase intentions of sports consumers.
Researchers found that reference groups affect the purchase intentions for each type of consumer. Explore the impact of reference groups on decisions to. Factors Affecting Reference Group Influence Conformity Groups Power and Expertise Relevant Information Experience Product Conspicuousness Personality Characteristics Most people tend to follow societys expectations regarding how to lookact change in beliefsactions towards societal norms Capacity to alter the actions of others Mahindra Resorts informationexperience and.
A norm is developed through an interaction of factors such as the traditions of the group the nature of tasks the situation and the personality characteristics members. If a norm is not conformed to by an individual heshe may receive verbal abuse or physical threat boycott or removal from group. Reference group is a group of people with whom a person associates himself.
Generally all the people in the reference group have common buying behavior and influence each other. Reference groups influence on consumer behavior basically depends on the visibility of the usage situations the persons commitment to the group the importance of the product to the group and the persons confidence in the purchase situation. Reference Group which affect the value or behavior is widely called the Normative Reference Group.
While the Reference Group which is considered as a benchmark specifically for each attitude or behavior is called Comparative Reference Group. Normative Reference Group influenced the. Judgment of 100 products in terms of two determining factors of reference group influence.
I tried to clarify some problematic points that had occurred. Consumer perceptions of reference group influence on product and brand decisions were examined using 645 members of a consumer panel and 151 respondents in a followup study. The impact of reference groups varies across products and brands.
For example if the product is visible such as dress shoes car etc then the influence of reference groups will be high. Reference groups also include opinion leader a person who influences other because of his special skill knowledge or other characteristics. Relationship bondage of of an individual with the group is another very important criteria which can affect on purchasing decision.
More one feels committed to the group more he get influence by the referent power.