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REFERENCE GROUPS
A colleague mentions that Park Needing a new suit, Nitin visits Park
Avenue has best collection of suits. Avenue store.
The best tennis player in the group Nitin buys a Donay racquet to start
uses Donay racquets. playing tennis.
Reference Group Influence
Normative Influence: (Utilitarian influence) occurs when
an individual fulfils group expectations to gain a direct
reward or to avoid a sanction.
Social acceptance or approval if one uses a brand
Neighbors joke about Nitin’s car being Nitin washes and waxes his car.
dirty.
Nitin notices that his friend’s serve For parties he buys scotch, but
scotch whisky, though he cannot taste continues to use Mc Dowell no. 1
the difference. for home use.
High relevance of
Product to group
Strong Individual
Commitment to group
Non-necessary item
Degree Of Reference Group Influence
1. Group influence is strongest when the use of the
product or brand is visible to the group.
2. Influence is higher if it is less of a necessary
item. (higher for designer clothes, sports gear than
necessities like refrigerator).
3. The more the individual wants to be in the
group, more will he/she conform.
4. The more relevant a particular activity is to
group’s functioning, the stronger the pressure to
conform. (style of dressing might be important for a
dining group and not for a football watching group.
Mass Communication Information Flows
Word-of-mouth communications
Word-of-mouse communications
Direct Flow
Marketing Other
Marketing activities Activities Information
Opinion Opinion
Leader Leader