Family, Reference Groups and social class Influences on consumer decision making : Family, Reference Groups and social class Influences on consumer decision making SUB: CONSUMER BEHAVIOUR Prepared by: Jignesh Pandav Roll no: 20 Guided by: Mr. Kartik M Khatsuriya MBA SEM-III SAHJANAND INSTITUTE OF MANAGEMENT BHAVNAGAR Reference group is defined as having significant relevance upon an ‘individual’s evaluations, aspirations or behavior influencing the consumer. reference group consumer behaviour ppt HTML PDF.their behavior and evaluations and that reference read pdf text using itextsharp groups can lperfcrm a. reference group consumer behaviour pdf The concept of group inﬂuence in consumer research has been further reﬁned.The Role of Reference Group Influence in. Social interactions with reference groups and family are often direct and face to face, which can have immediate influences on consumers’ cognitive, affective and behavioral responses to marketing strategies. Reference Groups and Family : Reference Groups and Family They are aspects of the micro social environement for consumers. Human beings are social animals.
It is important for them to know consumers as individual or groups opt for, purchase, consumer or dispose products and services and how they share their experience to satisfy their wants or needs (Solomon, 2009). ADVERTISEMENTS: Read this article to learn about the meaning and types of group dynamics in consumer behaviour. A reference group can have considerable influence on the consumption decisions of an individual consumer. Consumer Behaviour is an effort to study and understand the buying tendencies of consumers for their end use. He compares himself with others and begins behaving like them in order to reach their status […] Man is an imitative animal. 0 0 upvotes, Mark this document as useful 0 0 downvotes, Mark this document as not useful Embed. 2.2.2 The origin and importance of consumer behaviour . A reference group can be defined as an individual or group to whom a consumer compares themselves with. Reference group - group of people which includes individuals or groups that influence our opinions, beliefs, attitudes and behaviors . Today Network Marketing has come into picture which is also known as Referral Marketing. Consumer behaviour is an orderly process whereby the consumer interacts with his environment for making a purchase decision on products or services. An individual's reference group can range from family to a nation or a culture. The nature of reference group influence can take three forms, this is because some groups and individuals are able to influence greater than others and affect a range of consumption. Consumer Behaviour deals with various stages that a consumer goes through before purchasing any product or service. Reference Groups ; Two conditions necessary for strong influence by a group on a members purchase ; purchased product must be one that others can see and identify ; purchased product must be conspicuous, a brand or product not everybody owns; 14 Interpersonal Determinants of Consumer Behavior. Family Influence on Consumer Behaviour. What drives consumers to choose a particular product with respect to others is a question which is often analyzed and studied by marketers. The desire to imitate other individuals or groups is instinctive in him. importance of consumer behaviour, especially from a marketing point of view. Title: Reference Group Influence on Product and Brand Purchase Decisions. It is important for marketers to study consumer behaviour. The final purchase activity which is visible to us and the decision process which involves a number of complex variables and not visible to us. A family is a social group and all members of a family influence and get influenced by each other. The modern day marketing has not only become consumer oriented but it has even diversified it's base. save Save Consumer Behaviour Reference Groups For Later. ADVERTISEMENTS: Reference Groups: Important Characteristics of Reference Group! Share. Print. Family bonds are more stronger than bonds in any other group and all members of the family form a single decision unit in case of purchase of products and services for common consumption.
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Social factors play an essential role in influencing the buying decisions of consumers. Consumer behavior can be broadly classified as the decisions and actions that influence the purchasing behavior of a consumer. (1990: 22) and Schiffman & Kanuk (1997: 8), consumer behaviour is regarded as a relatively new … Now-a-days marketers use the concept of group dynamics or personal influence often as this exceeds the power of […] Download Now. You are on page 1 of 13. Download as PPT, PDF, TXT or read online from Scribd.