Bamisha 1
Reference
Group
PPs – MM
FE – Manajemen
Universitas Muhammadiyah
Bamisha 2
Reference Group
Is a group that serves as a reference
point for the individual in the information
of his or her
beliefs,
attitudes and
Bamisha 3
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
Bamisha 4
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
Bamisha 5
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
Bamisha 6
The Nature of the Product
Visible product
Clothing
Cosmetics
furniture
Exclusive products that might
Bamisha 7
Types of reference Group
1. Positive Attitude
a. Membership
Positive Membership Groups b. Nonmembership
Aspiration Group
2. Negative Attitude
a. Membership
Disclaimant Group b. Nonmembership
Bamisha 8
Types of Membership
Groups
1. Primary
a. Informal
Family/ Peer Groups
b. Formal
School Groups Business Groups
2. Secondary
a. Informal
Shopping Groups Sports Groups
b. Formal
Alumni Groups
Bamisha 9
Types of Aspiration Groups
1.
Contact
anticipatory
2.
No contact
Bamisha 10
Nature of Reference Groups
1.
Norms
2.Roles
3.Status
Bamisha 11
Norms
Are the rules and standards of
conduct the group establishes
The appropriateness of clothes
Eating habits
Makes of cars
Bamisha 12
Roles
Are functions that the individual
assumes or that the group assigns
to the individual to attain group
objectives
Roles hav
e been identified in family
decision making:
The influencer, the gatekeeper, the decision
Bamisha 13
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
Bamisha 14
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
Bamisha 15
Power
Three power are particularly relevant:
1. Expert power
An individual or group must have experience
and knowledge
2. Referent power
The individual’s identification with members of
the group
3. Reward power
Based on the group’s ability to reward and
Bamisha 16
Types of Influence Exerted
by Reference Groups
Nature of
Bamisha 17
Informational Influence
There are two conditions:
When there is social, financial or
performance risk in buying the product
The individual has limited knowledge
Bamisha 18
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,
Bamisha 19
Normative Influence
Park and Lessig
a consumer is motivated to conform
to the norms and behavior of the group if;
1. The group provides significant rewards for compliance and punishment for lack of compliance
Bamisha 20
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
Bamisha 21
Social Multiplier Effect
James Duesenberry:
The demonstration principle states
Bamisha 22
Park and Lessig
The type of products to be subject to
comparative
1. Technologically complex
Auto’s, color TVs, air conditioners
2. Require objective informational criteria for
selection
Insurance, physicians, headache remedies
The type of products to be subject to
Bamisha 23
Two ways the group
purchases
1.
Conformity to group norms
2.An assertion of quality (the
Bamisha 24
Rosen’s and Olshavsky’s
Group recommendations supplant
brand evaluation in three possibilities:
1. Go along with the group’s
recommendations without evaluating brand alternatives
2. Evaluate alternatives brands
3. Rely on group recommendations to narrow
Bamisha 25
Group Influence by Type of
Product
1.
Influence on product and brand
2.Influence on brand only
Bamisha 26
Strategic Applications
1. Advertising strategies
Use of spokespersons
Using referent spokespersons
Conveying normative influence
2. Personnel strategies
Sales strategy implications of
informational and comparative influence
Sales strategy implications of bargaining
