Question

Define the three main types of reference group. Within each type, think of examples that relate to you as a consumer, and analyse how this might affect your own buying behavior.

Answer 1

Reference group is a group of individuals which can actuakky influence others by making the compare to develop their character, attitude, and expression of knowledge.

Majority tyoes of reference groups:

Three types of reference groups are listed as below:

• Aspirational reference groups.:-This particularly refers to those others against where one would like to compare oneself. For eg: Brands use centuries for promotion of their brand so that people can relate with their charisma and capabilities.

• Associative reference groups.:- This is the most realistic representation by which neighoneig, co workers etc are used as reference agents.

• Disassociated reference groups.This includes people that would not be like. Thus in many advertisement they themself classify as a unique group which has no resemblance with others. Their members are considered as breed apart while compared with others.

All the three reference group can influence on buying behavior through its own way. The associative group drive influence through some charismatic approach where they connect their brand with known people from the society. Association uses simple technique where people can find resemblance with their real life and there an authenticity is generated