Transcript Reference Group - UMM Directory

Reference Group
PPs – MM
FE – Manajemen
Universitas Muhammadiyah Malang
Bamisha
1
Reference Group
 Is
a group that serves as a reference
point for the individual in the information
of his or her
 beliefs,
 attitudes
and
 behavior
Bamisha
2
The influence a group exerts on an
individual purchasing behavior
 Depend
on three factors:
 The
individual’s attitude toward the
group
 The nature of the group
 The nature of the product
Bamisha
3
The Individual’s Attitude Toward the
Group (Bearden & Rose)
Views the group as a credible source of
information about the product or service
 Values the views and reactions of group
members regarding purchasing decision
 Accepts the rewards and sanctions meted
out by groups for appropriate or
inappropriate behavior

Bamisha
4
The Nature of the Group
 Homogenous
in that members have
similar norms and values
 Frequently interacting, thus creating
more opportunities to influence
members
 Distinctive and exclusive in that
membership in the group is highly
valued
Bamisha
5
The Nature of the Product
 Visible
product
 Clothing
 Cosmetics
 furniture
 Exclusive
products that might
connote status
Bamisha
6
Types of reference Group
1.
Positive Attitude
a.
Membership

b.
Nonmembership

2.
Positive Membership Groups
Aspiration Group
Negative Attitude
a.
Membership

b.
Disclaimant Group
Nonmembership

Dissociative group
Bamisha
7
Types of Membership Groups
1.
Primary
a.
Informal

b.
Formal


2.
Family/ Peer Groups
School Groups
Business Groups
Secondary
a.
Informal


b.
Shopping Groups
Sports Groups
Formal


Alumni Groups
Tenant Organization
Bamisha
8
Types of Aspiration Groups
1.
Contact

2.
anticipatory
No contact

symbolic
Bamisha
9
Nature of Reference Groups
1.
2.
3.
4.
5.
Norms
Roles
Status
Socialization
Power
Bamisha
10
Norms
 Are
the rules and standards of
conduct the group establishes
 The
appropriateness of clothes
 Eating habits
 Makes of cars
 Brands of cosmetics
Bamisha
11
Roles
 Are
functions that the individual
assumes or that the group assigns to
the individual to attain group
objectives
 Roles have been identified in family
decision making:
 The
influencer, the gatekeeper, the
decision maker, the purchasing agent and
the consumer
Bamisha
12
Status
 Refers
to the position the individual
occupies within the groups
 High status implies greater power and
influence
 Example:
A
chairperson
Highest status  within groups
 Weakest status  bridge club

Bamisha
13
Socialization
 The
process by which an individual
learns the group’s norms and role
expectations
 The
two most important types:
 The
socialization of children
 The socialization of new residents in a
community
Bamisha
14
Power
Three power are particularly relevant:

1.
Expert power

2.
Referent power

3.
An individual or group must have experience and
knowledge
The individual’s identification with members of the
group
Reward power

Based on the group’s ability to reward and employee
with money and status
Bamisha
15
Types of Influence Exerted by
Reference Groups
Nature of
Influence
Objectives
Perceived
Characteristics
of Source
Type of
Power
Behavior
Informational
Knowledge
Credibility
Expert
Acceptance
Comparative
Selfmaintenance
Enrichment
Similarity
Referent
Identification
Power
Reward or Conformity
Correction
Normative
reward
Bamisha
16
Informational Influence
 There
are two conditions:
 When
there is social, financial or
performance risk in buying the product
 The individual has limited knowledge or
experience regarding the product
Bamisha
17
Comparative Influence
 Moschis
 Consumers
likely are likely to seek
information from friends viewed as
similar to themselves and to regard such
sources as credible
 The
salesperson is effective if:
 Customer
sees the similarity of tastes,
attitudes and even religion
Bamisha
18
Normative Influence

Park and Lessig

a consumer is motivated to conform to
the norms and behavior of the group if;
1.
2.
The group provides significant rewards for
compliance and punishment for lack of
compliance
The individual’s behavior in conforming is
visible to members of the group
Bamisha
19
Conformity
 Is
the ultimate goal of normative
influence as it means that consumers
will buy the brands and product
categories the group approves
 Marketers are interested in such
imitative behavior, because
 It
implies a snowball effect
Bamisha
20
Social Multiplier Effect
 James
Duesenberry:
 The
demonstration principle states that
with the American consumer’s increased
mobility and purchasing power,
consumers increasingly will come into
contact with new products and will have
the purchasing power to buy them 
Social Multiplier Effect
Bamisha
21
Park and Lessig
The type of products to be subject to
comparative

Technologically complex
1.

2.
Require objective informational criteria for
selection


Auto’s, color TVs, air conditioners
Insurance, physicians, headache remedies
The type of products to be subject to
comparative as a means of self expression
and identity
Bamisha
22
Two ways the group purchases
1.
2.
Conformity to group norms
An assertion of quality (the
uniformity of purchasing behavior
within the group shows that the
brand is in fact highest in quality)
Bamisha
23
Rosen’s and Olshavsky’s
Group recommendations supplant brand
evaluation in three possibilities:

1.
2.
3.
Go along with the group’s recommendations
without evaluating brand alternatives
Evaluate alternatives brands
Rely on group recommendations to narrow the
choice to a few brands and then evaluate
these brands
Bamisha
24
Group Influence by Type of Product
1.
2.
3.
4.
Influence on product and brand
Influence on brand only
Influence on product only
No group influence
Bamisha
25
Strategic Applications
1.
Advertising strategies



2.
Use of spokespersons
Using referent spokespersons
Conveying normative influence
Personnel strategies


Sales strategy implications of informational
and comparative influence
Sales strategy implications of bargaining
power
Bamisha
26