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Reference Groups

In: Business and Management

Submitted By CWiese
Words 295
Pages 2
A reference group is any person or group that serves as a point of comparison or reference for an individual consumer in establishing certain values, attitudes and behavior patterns. There is usually a strong relationship between reference group influence and the type of product being bought. Reference groups form part of group dynamic.
There are different types of reference groups that can be described using basic descriptors such as formality, importance, association and affiliation.
Under formality there are formal and informal reference groups. A formal reference group has a clearly defined structure, rules and membership affiliation, on the other hand, informal reference groups have no formal rules that members have to adhere to although they also have their own unique interactions.
Under importance there are primary and secondary reference groups. An example of a primary reference group would have to be student in the same class that have daily contact with each other while a secondary reference groups don’t interact with each other on a daily basis which means the importance of their interaction would be less important than that of a primary reference group.
Under association there are aspirational and dissociative reference groups. Aspirational reference groups are groups’ people aspire to belong to while dissociative reference groups, on the other hand, are groups that are avoided or rejected.
Lastly, under affiliation there are members and non-members of reference groups.Membership can have a great influence on consumer behavior. If a person belongs to or qualifies for a certain reference group they would have membership. Non-members will still model their behavior on members that belong to a specific group even though they do not have membership themselves.

Bibliography
Parumasur, S. B., & Roberts-Lombard, M. (2015). Consumer Behavior. Cape Town; South Africa: Juta.…...

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