Reference Group

Group

Definition – Two or more people who interact to accomplish either individual or mutual goals

Ones own culture Other cultures

Social ClassSelected

Subcultures

IndividualFamily Friends

Reference Groups

Degree of Influence of Reference Groups

sn

Selected Consumer Related Reference Groups

1. Friendship Groups

2. Shopping Groups

3. Work Groups

4. Brand Communities

Friendship Groups

Shopping Groups

Work Groups

Visual Communities

Orkut is a part of Visual Communities

Brand Communities

Consumer Action Groups

Executive &Employee

Executive &Employee

OtherGroup

Appeals

OtherGroup

Appeals

CelebritiesCelebrities

The Common Man

The Common Man

The ExpertThe Expert

Celebrities & Other Reference Group Appeals

Key Characteristics

of Opinion Leaders

Spokescharacters

Spokescharacters

Experts

Common Man

Other Brands that use commoners

Executive & Employee Spokesperson

• Ghari – Phele Istemal kare Phir Vishwas Karen

Types of Appeals in an Ad

Testimonial : Eye Donation

Actors - Endorsement

Spokesperson

Endorsement