Reference Groups In Consumer Behaviour

2463 Words 10 Pages
Register to read the introduction… During the decision process of purchasing products and services consumers are influenced not only by psychological factors concering the concept of self but also by the people and social groups surrounding them. There are different types of reference groups. The first are primary and secondary reference groups. The primary reference group is the one relevant to influencing consumer behaviour as it consists of people (e.g. family, collegues, friends) with whom the consumer interacts on a regular basis and whose opinion is of importance to his identity. Also important in influencing consumer behaviour is the aspirational reference group as this consists of people against whom the individual would like to compare him/herself (e.g. Athletes, politicians, celebrities.) They represent a more ideal view of the consumers self, in contrast to the dissociative reference group which individuals use to measure what they don’t want to be like. Moreover, there are formal (e.g. unions, social clubs) and informal reference groups (neighbors, acquaintances) though …show more content…
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