1. Reference Groups
Meeting-10

2. Group is two or more people who interact to accomplish either individual or mutual goals
Reference Group is any person or group that serve as a point of comparison (or reference) for an individual in forming either general or specific values, attitudes, or specific guide for behavior

3. Selected Consumer-Related Reference Group
Friendship Groups
Shopping Groups
Work Groups
Virtual Groups or Communities
Brand Groups Ex: Harley Davidson
Consumer-Action Groups

4. Factors that affect Reference Group Influence
Information and Experience
Credibility, Attractiveness, and Power of the Reference Group
Conspicuousness of the Product
Consumer Groups and Consumer Conformity

5. Celebrity and Other Reference Group
Celebrities
The Expert
The “Common Man”
The Executive and Employee Spokesperson
Trade or Spokes-Character
Other Reference Group Appeals

6. Socialization of Family Members
Consumer Socialization of Children
Adult Consumer Socialization
Integration Socialization

7. Others Function of Family
Economic Well-Being
Emotional Support
Suitable Family Lifestyle

8. Family Decision Making and Consumption-Related Roles
Key Family Consumption roles (Influencer; gatekeepers; Deciders; Buyers; Prepares; Users; Maintainers; Disposers)
Dynamic of Husband-Wife Decision Making
The Expanding role of children in Family Decision Making

9. The Family Life Cycle Traditional Family Life Cycle Bachelorhood
Honeymooners
Parenthood
Postparenthood
Dissolution

10. Working in Group
As a Marketing consultant, you have been asked to evaluate a new promotional campaign for a large retail chain. The campaign strategy is aimed at increasing group shopping. What recommendation do you make?
Many Celebrities who are considered to be persuasive role models often appear in TV. Does the use of such celebrities effective?

11. 3. You are the marketing manager of a large soft drink company
3. You are the marketing manager of a large soft drink company. Your company’s advertising agency is in the process of negotiating a contract to employ a superstar female singer to promote your product. Discuss the reference group factors that you would raise before the celebrity is hired.

12. 4. As a marketing consultant, you were retained by the Walt Disney Company to design a study investigating how families make vacation decision. Whom, within the family would you interview? What kind of questions would you ask? How would you assess the relative power of each family member in making vacation-related decisions?