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Marketing Communications

66

Consumer Behaviour And Marketing Communication

Industrial buyers and wholesalers or retail buyers may also have reference groups such as

commercial buyers or senior company executives.

FUNCTIONS OF REFERENCE GROUP

1. It can set and enforce group standards of belief and conduct.


2. It may establish various levels of trustworthiness for people trying to communicate with
   the group.


3. It can filter communication from outsiders to the group and thus create selective exposure
   for group members.


4. It provides social support for members’ attitudes and values.

REFERENCE GROUP EFFECTS ON PRODUCT PURCHASES

Reference group can influence the purchase of a product, the choice of a brand or both – such influence

can be positive or negative and it can manifest in terms of aspirations rather than current status. Reference

group’s influence can be very strong in the case of product purchase decisions for which a person’s

individual experience has little direct help.

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers

© Deloitte & Touche LLP and affiliated entities.

360°

thinking.

Discover the truth at http://www.deloitte.ca/careers