Transcript The Psychoanalytic theory proposed by Sigmund

• REFERENCE GROUP
• A reference group serves as a frame of reference for an
individual and influences his/her behavior. Reference
groups can be classified in many different ways,
• based on degree of influence (normative reference
group and comparative reference group);
• based on type of interaction (direct reference group
and indirect reference group);
• based on type of influence (positive reference group
and
negative
reference
group).
• A reference group can have considerable
influence on the consumption decisions of an
individual consumer. An individual's reference
group can range from family to a nation or a
culture.
• There are three types of reference group
influences
• informational influence (when advice is sought by
a less knowledgeable individual from a more
knowledgeable individual);
• utilitarian influence (conformism due to fear of
penalty or appreciation from a significant few);
and
• value-expressive influence (when an individual
internalizes the group goals, beliefs, and
aspirations, and acts accordingly).
• Some important reference groups are friends,
shopping groups, work groups, virtual
communities, brand communities, and
consumer action-groups. Celebrity appeal,
expert appeal, common man appeal,
executive and employee appeal, and spokescharacter appeal are some of the important
reference group appeals used by marketers to
influence consumers' purchase decisions.
• OPINION LEADERS
• Opinion leaders are individuals to whom an opinion
seeker turns for advice or product related information
while making purchase decisions. Opinion leadership
can be a result of passive exchange of information in a
group discussion or of information being actively
exchanged. The major features of opinion leadership
are credibility, exchange of information as well as
advice related to one core-category and two-way flow
of
information.
• The major features of opinion leadership are
credibility, exchange of information as well as
advice related to one core-category and twoway flow of information.
• Opinion leaders are generally knowledgeable
about one core category and some related
categories. There are some special types of
opinion leaders who differ in their area of
knowledge and influence over the opinion seeker
• generalized opinion leaders (knowledgeable
about multiple product categories),
• market mavens (knowledgeable about general
market trends),
• surrogate buyers (experts hired to make
product-related recommendations and even
purchase on behalf of the consumer),
• and purchase pals (strong and weak tie
people who accompany and assist an
individual
in
shopping).
• There are four methods to identify an opinion
leader
• self-designating method,
• sociometric method,
• key informant method,
• objective method.
• Word-of-mouth
is
an
interpersonal
communication channel through which people
share information. Word-of-mouth, if positive,
can lead to huge gains for the marketer, and if
negative, can ruin the brand image. Marketers
use word-of-mouth in their favor by creating a
buzz around a product to catch the attention
of the target segment and influence sales.
• REFERENCE GROUP- THE FAMILY
• A family comprises two or more individuals,
related by blood, marriage, or adoption, staying
together.
• There are primarily three types of family
structures - married couple, nuclear family
(married couple with children), and extended
family (married couple with children and their
grandparents).
• .
• In recent times, various new kinds of family
structures have emerged, like single-parent
households, same sex households, voluntary
childless couples, and unmarried couples.
• The family has four primary functions –
- economic well-being of the family members,
- emotional support,
- maintaining family lifestyle,
- and consumer socialization.
• Consumer socialization is one of the most
important functions of the family and comprises
processes through which people, especially
children, acquire skills, knowledge, and attitudes,
relevant to their functioning in the marketplace.