What is reference group marketing?
Simply so, what is meant by reference group?
Reference group. Ie: Demographic Sociologists call any group that individuals use as a standard for evaluating themselves and their own behavior a reference group. Reference groups are used in order to evaluate and determine the nature of a given individual or other group's characteristics and sociological attributes.
Furthermore, what are the types of reference groups? The four categories are Normative Groups, Comparative Reference Groups, Status Reference Groups and Dissociative Groups. (1) Normative Groups Park and Lessig – A consumer is motivated to conform to the norms and behaviour of the group if : The group provides significant rewards for the compliance.
Accordingly, what are the three types of reference groups?
There are three basic types of reference groups: informational, utilitarian, and value- expressive. Informational influence can be powerful, and is perhaps the most easily affected by a well planned marketing strategy.
What is reference group theory?
reference group theory. a general conceptual framework that assumes that individuals' attitudes, values, and self-appraisals are shaped, in part, by their identification with, and comparison to, reference groups.