11._Reference_Group.ppt 146KB Mar 29 2010 04:55:13 AM
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
1.
Technologically complex
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
Conformity to group norms
2. An assertion of quality (the
uniformity of purchasing behavior
within the group shows that the
brand is in fact highest in quality)
1.
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
Influence on product and brand
2. Influence on brand only
3. Influence on product only
4. No group influence
1.
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
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
1.
Technologically complex
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
Conformity to group norms
2. An assertion of quality (the
uniformity of purchasing behavior
within the group shows that the
brand is in fact highest in quality)
1.
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
Influence on product and brand
2. Influence on brand only
3. Influence on product only
4. No group influence
1.
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