Reference Groups in consumer buying
As a consumer, your decision to purchase and use certain products and services, is influenced not only by psychological factors, your personality and life- style, ...
Reference Groups Influence people's thoughts and/or behavior. They may be classified as aspirational, membership, and dissociative.
Reference groups: groups to which an individual belongs or to which the individual aspires to belong, and which influence the individual's motivation, attitudes and behaviour.
Reference groups have an influence on purchasing behavior, but the level of influence will depend on where the product will be consumed-in public or in private-and whether the product is a want or a need.
PROFILE OF THE AMERICAN CLASS STRUCTURE
Reference Groups - all of those whose influence plays some part in the buying behaviour of consumers.
Referral Selling - selling to customers whose names have been suggested by previous satisfied customers.
Their actions, behaviors and aspirations are significantly influenced by those of their reference groups.
Reference groups are particular groups of people some people may look up towards to that have an impact on consumer behaviour. So they can be simply a band like the Spice Girls or your immediate family members.
See also: Service, Consumer, Reference group, Product, Market