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Family and Group Influence on Consumer Behavior

The document discusses the influence of family and reference groups on consumer behavior (CB). It outlines factors affecting reference group influences, such as information, credibility, and product conspicuousness, as well as the impact on product and brand choice. Additionally, it describes various types of reference group appeals, including celebrity, expert, common man, and executive spokesperson appeals.

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2 views14 pages

Family and Group Influence on Consumer Behavior

The document discusses the influence of family and reference groups on consumer behavior (CB). It outlines factors affecting reference group influences, such as information, credibility, and product conspicuousness, as well as the impact on product and brand choice. Additionally, it describes various types of reference group appeals, including celebrity, expert, common man, and executive spokesperson appeals.

Uploaded by

ANJUPOONIA
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

FAMILY INFLUENCE ON CB

GROUP INFLUENCE ON CB
Example
Factors Affecting Reference Group Influences

 Information and Experience

 Credibility, Attractiveness, and Power of the Reference


Group

 Conspicuousness of the Product

 Reference Group Impact on Product and Brand Choice

 Reference Groups and Consumer Conformity


Types & Benefits of the Reference Group Appeal
a. Celebrity Appeal
Types & Benefits of the Reference Group Appeal

 The Expert Appeal

 The Common Man Appeal

 The Executive & Employee Spokesperson


(eg: Mr. Ratan Tata or Mr. Mukesh Ambani)

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