Culture

Social Personal Psychological

Buyer

Key Factors
Cultural Social Personal Psychological

Groups Membership Reference Opinion Leaders Family Many influencers Roles and Status

5-3

(1)Primary: Daily
STUDENT

a. Direct Types of Reference Groups b. Indirect

(2)Secondary:
CLUBS

(1) Aspirational (+ve) Want-to-Be

IDOLS

(2) Non-inspirational (-ve) DONT Want to Be

MICHEAL JACKSON

 Normative vs. Comparative Reference Groups Normative Reference Groups - A group in which individuals are motivated to gain or maintain acceptance. To promote this acceptance, individuals hold their attitudes in conformity with what they perceive to be the consensus of opinion (norms) among the group members. Comparative Reference Groups - A group which individuals use as a standard or point of reference in making evaluations or comparisons of themselves and of other individuals or groups

 Friendship Groups Most likely to influence after the family Shopping Groups 2 or more people who shop together Work Groups Who work together as a part of a work team Virtual Groups/ Communities ConsumerAction Groups Who are dedicated in providing assistance to consumers in order to make correct purchase decisions

1. Celebrities 2. Experts 3. Common Man (someone just like them uses it) 4. The Executive/ Employee Spokesperson 5. Trade/ Spokes Characters or Familiar Cartoon Characters 6. Respected Retailers

7. Editorial content of Special interest Magazines

8. Seals of Approval 9. High Rating in Consumer Reports

1. Information and Experience High for consumers less likely to be influenced by reference groups

2. Credibility, Attractiveness and Power of the Reference Group

3. Conspicuousness of the Product Verbally conspicuous product easily explained to others higher influence by the reference group

Brand Choice
Strong
Public Luxuries Strong Golf Clubs
Snow Skis Sail Boat Wrist Watch Automobiles Dress Clothes

Weak Private Luxuries

TV Video Games Ice Makers Trash Compactors

Product Choice

Public Necessities Private Necessities Weak

Mattresses Floor Lamps Refrigerators

Decision-making unit of a buying organization is called its buying center. Not a fixed and formally identified unit. Membership will vary for different products and buying situations.

Buying Center Members:

Users Buyers Deciders Gatekeepers Influencers Initiators