Buyer Behavior Group Influence Opinion Leadership

Front 1

Reference Group:

Back 1

an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior.

Front 2

Normative influence

Back 2

small informal groups, part of day-to-day lives, and more important to us.

Front 3

Comparative influence

Back 3

large formal groups, more product or activity specific.

Front 4

Brand Communities

Back 4

A group of consumers who share a set of social relationships based upon usage or interest in a product.

Front 5

Consumer Tribes

Back 5

A group of people who share a lifestyle, and identify with each other because of shared allegiance to an activity or a product.

Front 6

Tribal Marketing

Back 6

Linking of product(s) to the needs of a group as whole.

Front 7

Self-Designating:

Back 7

Ask consumers themselves. Not accurate, but easier in large group.

Front 8

Sociometry:

Back 8

Ask group members. Precise, but difficult and expensive in small group.

Front 9

Market Maven:

Back 9

Actively involved in transmitting information. May not interested in or purchase early

Front 10

Surrogate consumers:

Back 10

hired to provide input. (decorators, stockbrokers)

Front 11

Innovative communicators:

Back 11

active, appearance conscious

Front 12

Opinion seekers:

Back 12

involved and active search