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(Age group: 22-35years)
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India is one of the youngest countries in the world with63.6% of its population in the age-group of 15-64 years.
This age group also enjoys a decent 1.06: 1 male to
female ratio, giving women an almost equal presence.
Now, if we look at the 10 largest cities of India, they have
a combined population of 6,41,11,356.
Even if we assume that half of these are women andone-eighth of these citizens are working women, the
figure still stands at over 40 lakh.
Thus giving us a very lucrative area of study on women.
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Reference group is a group to which an individual
relates to or aspires to relate to himself. It becomes theindividuals frames of reference for ordering hisexperiences, perceptions, cognition and behavior .
This research is aimed towards study of variousprimary reference groups which include family, friends,neighbors, colleagues etc and their impact on buyingbehavior of working women.
Working women has been a segment of interest asthey have ameliorated exposure through which theytend to get influenced by both formal and informalreference groups.
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Advertising
Personalselling
Sales
promotions
Publicrelations
Formal
Referencegroups
Social class
Culture
Environment
Informal
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A reference group is the anchor used by andindividual to base any decision or judgement. Itaids a person to evaluate his or her opinions andbehaviour.
The church, labour union, political party, or sororityare examples of both positive and negativereference groups for specific individuals.
A reference group can have a large number ofpersons like a political party or can be an individuallike a family member or celebrity.
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Positive
Membership Group
Disclaimant Group
Aspiration Group
Avoidance Group
POSITIVE
ATTITUDE
NEGATIVE
ATTITUDETYPES OF MEMBERSHIP GROUPS
Family/Peer Groups
Shopping Groups
Sports Groups
INFORMAL FORMALSchool Groups
Business Groups
Alumni Groups
Tenant Organization
PRIMARY
SECONDARY
TYPES OF ASPIRATION
GROUPS
Anticipatory
Symbolic
CONTACT
NO CONTACT
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Primary reference groupsSecondary reference groups
Types of Reference Groups
Formal reference groups
Informal reference groups
Membership reference groups
Symbolic reference groups
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Decision maker of 85% of purchases in ahousehold.
Women have long been type casted as shopaholics
and men are run away from it, the recent surveysshow no change in the same.
Relation between annual income and shoppingfrequency is analysed - 38% women having annualincome if more than 3.5 lacs shop once a month andrest shop once in three months.
27 percent of a single working womans purchasesconstitute of apparel and accessories. Whereas for amarried woman, this figure stands at 15 percent.
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Youngsingle
Outdoor
sportinggoods,
sports, carsfashionclothing,
entertainmentand
recreationservices
Youngmarriedwith nochildren
Recreation
andrelaxation,insurance,
home
furnishing,travel, homeappliances,
highpurchase
rate ofdurables
Youngmarried
withchildren
Baby food,clothing, and
furniture :starter
housing,
insurance,washers-
dryers,medicalservices
for children,toys
Middle-agedwith childrenat home
Restaurants
Large foodpurchases
(respond tobulkbuying)dental care,
higher-pricedfurniture,autos,housing,fast-food
Divorced
child care,time-saving
appliancesand foods,
cash poor
Money-savingproducts,
frozenfoods,rentalhousing
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Reference group influence generally falls into oneof three categories defined in the following list:
Informational Influence Consumers use the
behaviors and attitudes of reference groups asinformation when making their own decisions.
Utilitarian Influence Consumers conform togroup expectations to receive a reward or avoid
punishment. Value-Expressive Influence Consumers
internalize a groups values or joingroups to express their own values and beliefs.
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Information influence behaviours and opinions of reference groups are used as
potentially useful pieces of information
Normative influence (utilitarian influence)when an individual fulfils group expectations to gain a direct
reward or avoid a sanction
Identification influence (value-expressiveinfluence)when an individual uses perceived-group norms and values as
a guide for their own attitudes or values
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Toilet paper
Deodrant
Hot water
heater
Clothing
Mobile
Automobiles
shoes
Jacuzzi tub
DVD Player
Electric
Blanket
Digital
Camera
Jewellery
In Private In Public
Necessity
Luxury
High
HighLow
Low
Influence on the brand
Influenceonwh
ethertheproduc
tis
purchased
What type of
product is it
Where is it
consumed
Reference group Influence on Public and Privately used Products
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Need to
connect
with
reference
groups
Abundant offerings
to choose from
Conscious nature of
women
Need to be socially
accepted
Trust family &
friends more than
themselves
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Family
Friends
Colleagues
Husband
Children
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Identification
& judging of
reference
groups
Relationship with
the shopper
Knowledge &
expertise
Social quotient Decision making
power
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Easy toconvince duringpoint of
purchase
Alwaysconfused
Not very muchsatisfied
Are more firm
Know what theyexactly want
Moresatisfied
Women Men
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Consumers tend to be more influenced by referencegroups if the information is perceived as reliable andrelevant to the problem at hand.
Thus, some marketers hire recognized experts toendorse a product and tell consumers why it is good.
The utilitiarian reference groups influence is whenreference groups have the control over certain rewardsand punishment .
Marketers use these factors by showing suchsanctions in TV commercials (people recoiling fromoffensive body odours, bad breath, or dandruff flakeson someones shoulder).
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Application of reference groups through :
Socialnetworking
sites
Blogs
YouTube Media
ProductPositioning
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Researches have been done on the impact ofreference groups on buying behavior of women
for apparels and many other categories of
products.
But this research is confined to study the age
group 0f 22- 35 years of working women which
can be considered to be the most dynamic agegroup for women.
We are striving to explore this age segment of
women and to study their buying behaviour.
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The two major objectives of our study will be as
follows:
To study the primary reference groupsinfluencing the buying behavior of workingwomen.
To study why consumers affiliate with acertain reference group and how they do so.
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Research Design An exploratory study in nature focusing on thereference groups and its influence on women.
Data collection Primary and Secondary Both.
Primary Data Questionnaires (sample size 100) and Focus Group.
Sample Size 100 sample divided into
Single
Married Married with Kids.
Secondary Data Research Papers and Journals.
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ROL fr mp\marketing
research\Questionnaire.docx
http://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docxhttp://localhost/var/www/apps/conversion/tmp/scratch_4/ROL%20fr%20%20mp/marketing%20research/Questionnaire.docx7/29/2019 Impact of Reference Groups on Buying Behaviour of (1)
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SHOPPING COMPANION
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ACCEPTANCE OF OPINION
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SOURCES OF INFORMATION
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Reference groups for women can be family, friend orcan be any one the woman knows. Women are largelyinfluenced by the people around them for theirshopping decision.
The data shows that women explore for shoppingtrends and shop at least once a month.
Also the impact of reference group varies with productcategories .
Magazines and television can be important sources ofinformation for women. Hence marketers can usethese mediums to target women.
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To continue the study further :
How primary reference group influences.
Detailed analysis of each group.
Impact of age on the reference group
influence for women.
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The age group 22-35 considers of women
at different stages who may act differently
at different stages.
Due to the scarcity of resources , the
sample size was kept at100
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http://libguides.usc.edu/content.php?pid=83009&sid=818072
(Accessed on 27/1/13 at 12:50am)
http://www.egyankosh.ac.in/bitstream/123456789/35538/3/Unit-3.pdf (Accessed on 27/1/13 at 12:50am)
http://wiki.answers.com/Q/Definition_of_primary_and_secondary_research(Accessed on 27/1/13 at 12:50am)
http://www.businessdictionary.com/definition/reference-group.html#ixzz2NVyBVuPg
(accessed on 14/3/13 at 5:30pm) https://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdf(Accessed on 10/3/13 at 2.09 am)
http://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQ
(Accessed on 14/3/13 at 10:30pm)
Images references:
http://www.google.co.in/imgres?q=women+purchasing+apparel&um=1&hl=en&biw=1366&bih=623&tbm=isch&tbnid=eEtIps8fAcj_OM:&imgrefurl
(Accessed on 14/3/13 at 10:30pm)
http://libguides.usc.edu/content.php?pid=83009&sid=818072http://www.egyankosh.ac.in/bitstream/123456789/35538/3/Unit-3.pdfhttp://wiki.answers.com/Q/Definition_of_primary_and_secondary_researchhttp://www.businessdictionary.com/definition/reference-group.htmlhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://www.google.co.in/imgres?q=women+purchasing+apparel&um=1&hl=en&biw=1366&bih=623&tbm=isch&tbnid=eEtIps8fAcj_OM:&imgrefurlhttp://www.google.co.in/imgres?q=women+purchasing+apparel&um=1&hl=en&biw=1366&bih=623&tbm=isch&tbnid=eEtIps8fAcj_OM:&imgrefurlhttp://www.google.co.in/imgres?q=women+purchasing+apparel&um=1&hl=en&biw=1366&bih=623&tbm=isch&tbnid=eEtIps8fAcj_OM:&imgrefurlhttp://www.google.co.in/imgres?q=women+purchasing+apparel&um=1&hl=en&biw=1366&bih=623&tbm=isch&tbnid=eEtIps8fAcj_OM:&imgrefurlhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttp://books.google.co.in/books?id=QpCvQfnPpNwC&pg=PT234&lpg=PT234&dq=why+do+people+associate+with+a+reference+group+for+buying&source=bl&ots=hYuU0GjrKj&sig=4WoFiKEKoQptZdPB2-K5rtwAh9k&hl=en&sa=X&ei=iABCUbySAsjOrQfWq4H4Dw&ved=0CDEQ6AEwAQhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttps://globaljournals.org/GJMBR_Volume12/1-The-Influence-of-Formal-and-Informal.pdfhttp://www.businessdictionary.com/definition/reference-group.htmlhttp://www.businessdictionary.com/definition/reference-group.htmlhttp://www.businessdictionary.com/definition/reference-group.htmlhttp://wiki.answers.com/Q/Definition_of_primary_and_secondary_researchhttp://www.egyankosh.ac.in/bitstream/123456789/35538/3/Unit-3.pdfhttp://www.egyankosh.ac.in/bitstream/123456789/35538/3/Unit-3.pdfhttp://www.egyankosh.ac.in/bitstream/123456789/35538/3/Unit-3.pdfhttp://libguides.usc.edu/content.php?pid=83009&sid=8180727/29/2019 Impact of Reference Groups on Buying Behaviour of (1)
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THANK YOU
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MFM II
Palak AgarwalRutu Patel
Ruchi Patel