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Reference groups that influence broadly defined values or behavior are called Normative reference groups
Reference
groups
that
serve
as
benchmarks for specific or narrowly defined attitudes or behavior are called Comparative reference groups
INFORMATION AND EXPERIENCE CREDIBILITY, ATTRACTIVENESS AND OF REFERENCE GROUP CONSPICUOUSNESS OF THE PRODUCT
Marketers are particularly interested in the ability of reference group to change consumer attitudes and behavior; Hence consumer group must:
2.Provide the individual with the opportunity to compare his or her own thinking with the attitude and behavior of the group. 3.Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group. 4.Legitimate an individuals decision to use the same products as the group.
Family is defined as two or more persons related by blood, marriage, or adoption who reside together.
Sociologists
and
consumer
researchers
have long been attracted to the concept of the family life cycle as a way to classify family units into significant groupings
Family life cycle is divided into two types: 1. Traditional Family Life Cycle Five stages Stage 1- Bachelorhood Stages 2-Honeymooners Stage 3-Parenthood Stage 4-Postparenthood Stage 5-Dissolution